Tatiana Guiloff, una mujer de tomo y lomo…

Empresaria, mamá, influencer, profesional y encantadora, son los atributos que destacan a esta periodista que inició su carrera muy joven y hoy es dueña de una de las agencias más grandes e importantes de comunicaciones y de gestión PR (Public Relations) en Chile.

Hoy muchas compañías trabajan  sus marcas y eventos con agencias; es así como se han creado varias en el último tiempo, pero sólo algunas con su profesionalismo, dedicación y entrega, han sabido conservarse en el tiempo y llegar a ser una de las renombradas en el país. Este es el caso de MG consulting.

MG Consulting es una compañía que lleva 12 años en el mercado, liderada por Tatiana Guiloff y un grupo de profesionales que hacen que cada uno de sus clientes sean únicos. La empresa tiene 6 áreas de negocios: Corporate y Brand PR, Storytelling y creatividad, comunicación digital, producción de eventos, Influencers Management y research.

Su desafío: es combinar las estrategias más efectivas para construir marcas y reputación con un equipo enfocado en el alto desempeño.

Hoy cuentan con importantes clientes, como por ejemplo la aerolínea Emirates, recién llegada a nuestro país y que escogió a MG luego de una larga licitación.

Conversamos con Tatiana, empresaria y emprendedora, y esto fue lo que nos contó…

1.¿Donde parte Tatiana? ¿Cómo se forma?

Mi formación profesional es en comunicación. Soy periodista de la Universidad Andrés Bello y Magíster en Comunicación de la Universidad Diego Portales.
Partí muy joven colaborando en medios de comunicación y luego, ya titulada, entré a TVN como practicante y más tarde conseguí trabajo en radio Cooperativa como reportera. Ambos lugares fueron una muy buena escuela para entender a los medios, junto con Canal 13, donde estuve en el equipo de prensa.
Después estuve cuatro años en Iberoamericana Radio, específicamente en radio Futuro, donde aprendí muchísimo más sobre el mundo de la comunicación, pero era un entorno tremendamente machista y me di cuenta que era complicado crecer ahí, así que tomé la decisión de independizarme y en el año 2007, partí con mi agencia de comunicaciones.

2,. ¿Como nace la idea de una agencia? ¿Fue tu primer negocio o empresa o partiste en algo más?

La idea de la agencia nace porque ya en la época de la radio a veces me contrataban para apoyar en temas de comunicación sobre todo para conciertos, y se me ocurrió que esto se podía profesionalizar más y dedicarme solo a eso. La verdad es que tampoco esperaba armar una gran empresa, pero después las cosas se fueron dando para ir creciendo, aunque obviamente eso llevó varios años.
Varios años antes, cuando estaba en la Universidad, armé también una revista de deportes Outdoor, pero finalmente no prosperó, aunque estuve cerca de un año trabajando en eso.

3.- ¿Cuéntanos un poco de MG consulting? ¿Qué significa para ti?

Siempre digo que MG Consulting es mi otro hijo (tengo solo una hija, de 7 años). Para mi implica mucho más que un proyecto, ya que ha sido eje de mi vida por casi 12 años.
MG es un reto constante, ya que a estas alturas tiene vida propia; ya no somos la agencia de PR que éramos diez años atrás, somos un espacio creativo con seis áreas de acción, cerca de 80 profesionales de distintas disciplinas y clientes de todas las áreas de la economía.
Para mi el principal desafío es ser capaces de seguir creciendo de forma sustentable y manteniendo nuestro sello de ir siempre un paso adelante en la industria.

4.- ¿Qué es una agencia de P&R?

El concepto de PR ha evolucionado desde sus orígenes, donde se hablaba de PR como la relación de las marcas con los medios de comunicación. Hoy entendemos PR como un ecosistema mucho más amplio, que considera toda la relación de una marca o compañía con sus diferentes stakeholders. Entonces una acción de relacionamiento también entra en el ámbito de PR, lo mismo que un plan de influenciadores o un branded content.

5.- ¿Cómo ves las comunicaciones y cual ha sido el rol que han cumplido con las marcas?

Creo que las comunicaciones son sumamente poderosas a la hora de construir marcas, entendiendo que comunicación significa TODO lo que la marca hace tanto externa como internamente. Si te pones a pensar en las marcas más relevantes del mundo, mucho de su éxito es construcción de marca, más allá del producto o servicio en si.

6.- ¿Cuales son sus principales marcas?

Nuestros principales clientes actuales son LG, Procter & Gamble, Emirates, Reebok, Mango, Diageo, WeWork, Fox y muchos otros de diferentes rubros e industrias.

7.- ¿Cual ha sido la evolución de las agencias de P&R? ¿Estas han reemplazado a las agencias de comunicaciones. Productora y agenciad de eventos?

Yo creo que no se trata de que las agencias de PR reemplacen a otras agencias, sino a que el mercado se ha diversificado de forma de dejar espacio para muchos tipos de agencias diferentes. Hoy todas las compañías trabajan al menos con una agencia digital, y eso implica que el mercado creció tremendamente en los últimos años, ya que antes solo las grandes empresas destinaban presupuesto a algún outsourcing de comunicación.

8.- ¿Qué rol cumplen la redes sociales hoy? Legaron a ser lo más importante para las marcas y empresas como ustedes?

Hoy las redes sociales son muy relevantes para el trabajo de comunicación, ya que suponen un medio totalmente propio para las marcas, donde pueden controlar completamente el contenido y, por ende, los mensajes que quieren dirigir a sus audiencias, además de haberse transformado en un canal que los clientes valoran mucho a la hora de conocer bien un producto o servicio.

9.- ¿Qué es un influencer y que rol cumple? ¿Encuentras que están sobrevalorados?

Un influencer es una persona cuyo círculo de seguidores, generalmente online, la transforma en un medio creíble para comunicar una marca o compañía.
No creo que estén sobrevalorados, ya que al humano le gusta verse reflejado en otros humanos, y eso es parte de nuestra naturaleza; ahora, lo que si debe necesariamente evolucionar es la forma en que enviamos mensajes a través de influencers.

10.- ¿Es cierto que para un evento sólo se elige gente linda o es un mito?¿Cuál es el parámetro para medir la calidad de un invitado y que sea efectivo para tu cliente?

Todo depende del producto que estemos lanzando o mostrando en el evento. La tendencia va hacia evaluar a los invitados por todo lo que implican, no sólo por cómo se ven físicamente. Por ejemplo, si es un evento de comida rápida, no deberíamos escoger personas que solo con mirarlas se sabe que no consumen ese tipo de comida, y lo mismo al revés, si es un evento fitness, vamos a buscar perfiles que tengan sentido con la vida sana. 

Redes sociales

Instagram: @mgconsulting @tatiguiloff
Facebook:  @mgconsultingchile
www.mgconsulting.cl
Fonos de contacto: +56232753200
Email: contacto@mgconsulting.cl
Dirección: Rosario Norte 555, edificio Neruda oficina 1B – Las Condes

 

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