In “The Road Ahead” Bill Gates states the importance of knowing the exact time you make a wrong decision and that, every single day of his career, he wondered “am I wrong now?” In the now famous scene of “Day for Night”, François Truffaut uses a director to illustrate that the decision making process depends on a kind of “gut feeling” (whether in business or in art).
Omnipresent, Ricardo Cavallini’s third book, speaks of the changes that are happening to consumers, ad agencies and communication. It does not provide magic formulas, but it contributes to the knowledge that is so important in these empirical times.
If you did not understand the tenuous relationship between “gut feeling” and knowledge, it is worth quoting one of the most successful golf players in the world, Lee Trevino. After a long and precise shot, a woman’s voice yells from the audience: “Lucky!” And in a low voice, but near the microphones, Trevino replies: “It’s a funny thing, the more I practice, the luckier I get.”.
1· why use Brazil as a basis for analysis? 2· waves 3· communication waves 4· the first factor: fragmentation 5· the second factor: Internet 6· the third factor: the consumer 7· the fourth factor: digital 8· omnipresent 9· conclusion 10· notes 11· why a beta version?
Title: Omnipresent - communication: where we came from and where we are going
Edition: 1st edition, 2009
Author: Ricardo Cavallini
Publisher: Fina Flor Publishing House
Dimensions: 4.7 x 7 inches
Paperback: 150 pages
ISBN: 978-85-908688-2-8
