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VERTIMEDIOS

COLOMBIA - Telecoms & IT

Paolo Miscia

Founder & CEO, Vertimedios Colombia

Bio

Paolo Miscia helps organizations and professionals make the most of advanced digital technology. He has worked in media, marketing, technology and audience research for nearly 30 years. After experiencing six different multinational companies (all from different countries!) and reaching the CEO rank, he now leads Vertimedios, a boutique agency focusing on the intersection between tech and humanities. Among his experiences are Nokia’s Internet Applications in Europe, Discovery’s research and analytics in Latin America, Kantar Media’s global analytics responsibility from London, Caracol Televisión’s marketing in Colombia. He is Italian, born in Argentina, to a Brazilian mother; married to a Colombian and father of two daughters with multiple passports.

"Our market primarily spans Spanish-speaking countries, including Mexico and Spain. Colombia serves as a lab for us."
TBY talks to Paolo Miscia, Founder & CEO of Vertimedios Colombia.
What strategy is Vertimedios employing to become a leader in the Colombian digital market?

Vertimedios is a boutique idea marketing company specializing in the intersection of people and technology. The company addresses the evolving dynamics between humanity and technology, a crucial issue heightened by the dotcom boom and bust. AI exemplifies the challenges posed by technology, requiring adept solutions. To tackle this expansive field, Vertimedios strategically builds alliances, recognizing the limitations of solo efforts. Initially concentrating on companies, the focus is shifting toward a broader B2C approach over time. The belief is that by successfully establishing a value proposition for large corporations, a similar offering can benefit consumers. The strategy revolves around remaining agile and fostering partnerships. Recognizing the unique nature of marketing ideas, Vertimedios emphasizes flexibility and pinpointing areas where it can contribute significant value. In navigating the intricate relationship between humans and technology, the company’s approach underscores adaptability and collaboration.

What types of consulting projects does Vertimedios provide?

For example, we are working with an American retail company specializing in custom suits. We begin with market research, surveying the target audience. Next, the analytics phase involves gathering data, not just on customers but also on social and digital interactions, consolidating the information. Finally, we leverage advanced digital experiences, utilizing augmented reality, virtual reality, and the Metaverse. These three pillars—market research, analytics, and advanced digital experiences—comprise our approach. Our significance lies in the realm of ideas and the dissemination of knowledge, approach, and mindset, which allows us to have a broader impact beyond the core team. Currently, we are engaged in 10 projects.

How is Vertimedios adapting the products offered to B2B companies to suit B2C clients?

It is a four-pronged approach. Firstly, we conduct research in collaboration with Brandstrat, a reputable market research company in Colombia with a 20-year history. Together, we pioneered the investigation of the relationship between Latin Americans and advanced digital experiences covering virtual reality, augmented reality, AI, Web3, cryptocurrencies, and more. In 2022, we launched Expedia, a comprehensive study called Experiencias Digitales Avanzadas covering Mexico, Colombia, Argentina, Chile, and Peru. We presented our findings to advertising agencies, major advertisers, and media outlets in these five markets to help companies comprehend the evolving dynamics of people’s attitudes toward technology, marking a significant collaboration with Brandstrat.

With whom are you currently forming alliances or seeking partnerships in Colombia?

Vertimedios is engaged in multiple initiatives, including the significant one with Brandstrat, Expedia. Another of our ventures, in collaboration with Inspyra, focuses on the critical intersection of people and technology in human resources. Specifically, we have targeted the top 100 companies in Colombia, launching training programs and toolkits to assist HR departments in navigating emerging technologies such as immersive realities, metaverse, web3, blockchain, and AI. Our emphasis is on cultivating a technological mindset within these organizations. The third aspect addresses the perennial challenge companies face in continuously training employees on evolving technologies. We are shifting the focus from individual technologies to nurturing a mindset that spans and optimizes technology investments over the next 20 years. This program is set to launch later this year. Lastly, our consultancy services, tailored for media and retail businesses, leverage our accumulated expertise in market research, analytics, and advanced digital experiences. This offering delves into my specific areas of expertise, providing a unique perspective on the intersection of people and technology.

Vertimedios has likened AI to a nuclear bomb, highlighting both its advantages and disadvantages. Could you elaborate further on this comparison?

Sometimes, we develop technologies that have the potential for both good and evil. This happened with cloning and atomic energy. AI follows a similar pattern, offering great potential for good, but also posing unknown risks. This analogy underscores the need for careful management, especially in advertising, where AI’s personalized experiences can quickly become difficult to defend in societal contexts. As we transition from the attention economy to the intimacy economy, where AI becomes a friend, the advertising industry faces a precarious frontier. Navigating this shift involves uncertainties, particularly regarding the unknown consequences of moving into the intimacy economy.

In which sector do you see the most potential to apply this technology in Colombia?

The opportunity lies in local businesses being nimble and creative in integrating AI within their sectors. While companies globally are cautious about AI implementation due to data concerns, Colombian businesses have the chance to be pioneers in understanding AI’s applications within their sectors. Despite not being in Silicon Valley, Colombia can leverage foreign technology to lead in adopting AI solutions for relevant problems. The goal is to export Colombian expertise globally by being the first to effectively use AI.

Are you considering extending your problem-solving contributions from Colombia to other countries in Latin America?

Our market primarily spans Spanish-speaking countries, including Mexico and Spain. Colombia serves as a lab for us. While the global landscape, especially in East Asia, remains a potential avenue, our focus is on the Americas and Europe. We aim to uncover universal value that transcends cultural boundaries, making it globally applicable. This ongoing search started years ago and remains a key focus for us.

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