Do you know San Publicito? This is how our pattern was born

The patron saint of advertising, San Publicito, turns his birthday today. Almost three decades in which the way of advertising has evolved. First focusing on the online world and later evolving to carrying out campaigns with micro-influencers .

This is how San Publicito is born
San Publicito has become a date marked on the calendar of all publicists. Not only because he is his patron saint, but because many people fight on this holiday. San Publicito owes its name to the apostle Saint Paul, in charge of spreading the word of God about 2020 years ago. And San Pablo is January 25, the date chosen to celebrate San Publicito .

So… why is San Publicito this year on the 31st? Also originally, the State Collective Agreement said that it would be held on the last Friday of January. So it will only coincide with the official date on certain occasions. Spoiler: we will have to wait until 2030 for the pattern and celebration to coincide .

It was at the advertising agency Penauts&Monkey (at that time Bassat Telegram Number Data Ogilvy & Mather) where this idea was born. San Publicito was created in the early 90s as a joke. And for a couple of years, San Publicito has had female company. The Grow agency decided to create Santa Publicita . An idea that tries to make visible the role of women in the sector.


The evolution of advertising
Already in the 90s, with the appearance of private television, advertising began to discover a new niche that it exploited ad nauseam. Who has not ever suffered from Antena 3's advertising breaks in the four in the afternoon movies. But with the birth of the Internet, everything changes. Brands are beginning to have a hitherto unthinkable possibility: being able to communicate with the audience directly and in the moment .

Segmentation also arrived at very specific levels. In media advertising, targeting a specific audience was very complicated. There are spaces in which the audience is general and basic segmentation is very complicated.



However, the Internet changes this paradigm. The possibility of segmenting that companies have is incredible . It is surprising that the audience can be divided by location, sex, age, hobbies or socioeconomic level. But there are places where beyond. Let's remember that Facebook, for example, knows everything about our lives (at least what we tell it) and from there it can segment.