That was three years ago, when he returned to Uruguay after working abroad and felt that the market had room for another business model in the field of corporate communications.
Today, he heads a consulting firm specializing in this field, which has team of six professionals with expertise in various disciplines and offers services to develop communication strategies.
Among the corporate communications projects his company has developed, the most notable include campaigns for the Celeste Foundation and for sports celebrities such as Sebastián Abreu.
Below, Tatiana (pictured) describes what those experiences were like.
After earning yourbachelor’s degree in Audiovisual Communication, you decided to start a corporate communications firm, Amo Comunicación. How did that project come about?
When I returned from New York after working at one of Manhattan’s largest audiovisual post-production companies, I realized that, driven by advancements in audiovisual production and new forms of communication in the digital age, a new business model was emerging—one that had not yet been fully implemented in Uruguay.
When I returned, in addition to my work experience and my bachelor’s degree, I continued my education at ORT in business studies and was able to combine these skills.
And how do you align your audiovisual profile with the corporate one?
My degree in Audiovisual Studies gave me some very important aesthetic, theoretical, and technical tools, which I further developed after my experience in New York; I made them my own, reinterpreted them, and applied them in a business context.
My business model enables companies to develop communication strategies and service delivery plans that combine technical excellence with affordable pricing, using a modern, first-world approach based on my professional experience.
One of your most high-profile projects was the “Calendarios Solidarios” campaign for the Celeste Foundation of the Uruguayan national soccer team. What stands out to you about that experience?
The first campaign, three years ago, focused on encouraging soccer players to adopt pets, and to that end we invited the organization Animales Sin Hogar. The players promoted responsible pet ownership, family life, and the values of responsibility, perseverance, and friendship.
This campaign generated significant international attention; media outlets in Spain, France, and Latin America reached out to me specifically about this initiative. That’s when I truly realized the impact a well-executed advertising campaign—a good idea with a strong emphasis on social responsibility—can have, even with a very limited budget.
Your company also handles public relations for well-known Uruguayan soccer players. Who are they, and how did those opportunities come about?
I am a communications consultant and strategist, and every project I undertake opens the door to new opportunities. Following the campaign for the first Charity Calendar, I provided strategic communications consulting and marketing services for soccer players such as Sebastián Abreu, Sebastián Eguren, and Egidio Arévalo Ríos, as well as digital branding services, such as for Abel Hernández.
In addition, we coordinate charitable initiatives and projects led by elite soccer players, which we cannot disclose due to their humility and desire to keep a low profile. It is a great honor for us to contribute to these causes in our own way as a company.
What makes handling a soccer player's public relations unique?
They are international public figures who bear a great deal of responsibility for their public image, as they are opinion leaders. Each individual presents a challenge, especially when they are so much in the public eye and, at the same time—in the case of Uruguay—so humble.
During the World Cup, what are the key characteristics of corporate communications?
This year in particular, we developed an educational World Cup calendar for the Celeste Foundation, designed for children in our country. Each month features a different player and includes educational information about Russia.
Broadly speaking, the role of communications is to support the sporting and cultural phenomenon that a World Cup represents. Masses of people and an entire country are swept up in the results, and in the midst of it all, brands try to capitalize on every aspect.
Corporate communication must encompass every area in order to make the most of resources in a positive and successful way. This year, in partnership with the newspaper El País, we distributed this calendar free of charge to all the children in the country, and right now, some public schools are inviting me to give talks about the concept and overall vision behind the calendar.
The most important thing about communication is using this tool to improve the world around us.
