Culture Change

Using videoconferencing technology represents a significant cultural change in the advertising market, and has enabled a new kind relationship between Sao Paulo's advertising agencies, Editora Graficos Burti and the media. While changing traditional communication means has required adjustment both in mindset and activity, Burti's videoconferencing methods have proven to be extremely intuitive, convenient, and powerful. Using Burti's approach, an advertising piece is created, revised, composed, and approved on line. Burti generates film and electronically sends it to the printer. These steps are performed by professionals working in geographically distant locations while simultaneously interacting and inserting modifications. This type of real-time project collaboration has provided Burti's clients with unprecedented customer service.