| dc.contributor | Gina Alejandra Calix Cobos | |
| dc.creator | Tanya Nicole Flamenco | |
| dc.date | 2022-12-22T18:55:36Z | |
| dc.date | 2022-12-22T18:55:36Z | |
| dc.date | Enero-2022 | |
| dc.date | 2022 | |
| dc.date.accessioned | 2023-11-07T20:42:44Z | |
| dc.date.available | 2023-11-07T20:42:44Z | |
| dc.identifier | https://repositorio.unitec.edu.hn//xmlui/handle/123456789/2667 | |
| dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/9215081 | |
| dc.description | La práctica laboral se llevó a cabo en la agencia publicitaria TBWA Honduras ubicada en la ciudad de San Pedro Sula, Cortés, Honduras. TBWA es una agencia que tienen como objetivo crear publicidad disruptiva. Su sede general está en Manhattan, Nueva York y desde el año 1993 fue adquirida por el Omnicom Group Inc., holding estadounidense global de medios, marketing y comunicaciones corporativas, y cuenta con 270 oficinas en 95 países alrededor del mundo. La agencia ofrece servicios como trabajos de creatividad, marketing digital y tradicional, retail marketing, marketing promocional, producción y consultoría. En Honduras TBWA comienza a operar en enero del 2010 con Roberto Merino como presidente y director creativo. La agencia se dedica a crear estrategias creativas innovadoras para diferentes marcas del país. La agencia cuenta con seis departamentos, departamento de planning, finanzas, tráfico, producción, departamento de directores creativos y de directores digitales todos supervisados por el gerente general y el director creativo general.
En la empresa se realizó el rol de community manager y análisis de datos durante el periodo de enero 17 a abril 4 del año 2022. Las responsabilidades del rol eran la creación de contenidos para redes sociales de diferentes marcas en las que se creaba contenido de valor apegado a los valores y cultura empresarial de cada empresa y de igual manera siguiendo los pilares de comunicación de cada una de las marcas. Como analista de datos se crearon reportes de optimización diariamente en los que se recolectaba datos obtenidos de compañas de publicidad en redes sociales, se media el costo de cada KPI y la pauta establecida. Se realizaron mensualmente reportes digitales en los que por medio de sitios web terceros se recolectaron datos por medio de social listening y benchmarking para comparar el progreso de la marca versus su competencia, se hacían recomendación y conclusiones y finalmente se presentaba este reporte a la cuenta cliente. | |
| dc.description | The labor practice was carried out in the advertising agency TBWA Honduras located in the city of San Pedro Sula, Cortés, Honduras. TBWA is an agency that aim to create disruptive advertising. Its headquarters are in Manhattan, New York and since 1993 it has been acquired by the Omnicom Group Inc., a US global media, marketing and corporate communications holding company, with 270 offices in 95 countries around the world. The agency offers services such as creative work, digital and traditional marketing, retail marketing, promotional marketing, production and consulting. In Honduras TBWA begins to operate in January 2010 with Roberto Merino as president and creative director. The agency is dedicated to creating innovative creative strategies for different brands in the country. The agency has six departments, planning department, finance, traffic, production, department of creative directors and digital directors all supervised by the general manager and the general creative director.
In the company, the role of community manager and data analysis was carried out during the period from January 17 to April 4 of the year 2022. The responsibilities of the role were the creation of content for social networks of different brands in which value content was created. attached to the values and business culture of each company and in the same way following the communication pillars of each of the brands. As a data analyst, daily optimization reports were created in which data obtained from advertising companies on social networks were collected, the cost of each KPI and the established guideline were measured. Monthly digital reports were made in which data was collected through third-party websites through social listening and benchmarking to compare the progress of the brand versus its competition, recommendations and conclusions were made and finally this report was presented to the client account. . | |
| dc.format | PDF | |
| dc.language | Español | |
| dc.language | es-HN | |
| dc.publisher | Universidad Tecnológica Centroaméricana Unitec | |
| dc.rights | https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es | |
| dc.source | Universidad Tecnológica Centroaméricana UNITEC | |
| dc.subject | Redes sociales | |
| dc.subject | Marca | |
| dc.subject | Canales digitales | |
| dc.title | Informe de práctica profesional Tbwa Honduras | |
| dc.type | Práctica Profesional | |
| dc.coverage | Honduras | |
