Colombia continues to be a major concern: a peace that never arrives

(At the InfoNegocios Miami editorial office) The Colombian government's plan to achieve total peace has faced several setbacks since it began, which has generated skepticism among the public about its success. The announcement of a bilateral ceasefire on December 31 was not accepted by the ELN, which publicly denied reaching an agreement. The government's attempts to grant political status to drug traffickers have also caused controversy, with some believing it is inappropriate.

The country is also worried about the government's "weak hand" in dealing with drug traffickers and criminals. In addition, excessive concessions made in negotiations with the ELN, such as discussing the country's economic and political model, have generated concern. Finally, the return of images of a country at war has worried many Colombians. The presence of armed criminals from dissident FARC groups in schools and towns, as well as the recent kidnapping of police officers by these groups, has only increased unrest in the country.

In December 2022, two retired generals, Fernando Murillo and Eliécer Camacho, spoke exclusively to SEMANA about the government's decision under President Gustavo Petro to grant judicial benefits to members of the so-called Primera Línea, a group of protesters who engaged in violent acts during the social unrest that occurred in Colombia in 2021. According to the generals, who had to confront the serious crimes committed by members of the Primera Línea, those currently detained are not protesters but alleged criminals who must answer to justice for their criminal actions.

They said there is overwhelming evidence against these individuals, and it is regrettable that they are being released and given the title of "peace builders." The generals also pointed out that the criminal activities of the Primera Línea were coordinated and financed by criminal groups outside the law, including the ELN and FARC dissidents, and that there is evidence in the judicial processes that the group's activities were funded by drug trafficking.

The generals criticized the decision to release those who have judicial processes for vandalizing the country during the social unrest, stating that these individuals should be held accountable for their actions before the country's justice system. The generals also criticized the government's nomination of those who receive judicial benefits as "peace builders," saying that these individuals do not have the profile to be peace builders or spokespersons for peace. They pointed out that peace builders should be prepared and trained individuals who can be reconcilers, who can unite the country, and who can help reduce acts of violence.

Adidas despliega su arma secreta en Londres: el "Hybrid Hotel" (una muestra más de la era del ecosistema-crossing de expansión de categorías)

(Por Maurizio y Rodriguez Otero) Qué más necesitas ver para entender que todo lo que sabías de marketing y del “retorno” quedó absolutamente caduco. "Hybrid Hotel" No es un hotel. Es un manifiesto físico del regreso de la expansión de las experiencias y de categorías a niveles de universos de marca. 

(Tiempo de lectura de valor: 4 minutos)

La jugada maestra: cómo Louis Vuitton y Ana de Armas reescribieron las reglas del marketing deportivo global en Abu Dhabi

(Por Juan Maqueda en equipo con Maurizio, Martinez Bueno, Destefano y la comunidad Ristretter) No fue una casualidad. Fue un algoritmo de influencia ejecutado con precisión de cirugía nanométrica. Cuando Ana de Armas, con la elegancia de un felino y el magnetismo de una supernova, agitó la bandera a cuadros en el Gran Premio de Abu Dabi, no solo estaba marcando el final de una carrera.

(Tiempo de lectura de valor: 4 minutos)

¿El éxito total de la F1? ¿Qué nos enseña a todas las empresas y marcas hoy? (manual ágil aquí)

(Por M. Rodriguez Otero, Maqueda junto a M. Maurizio, Martinez Bueno, Destefano y la comunidad Ristretter) ¿Te preguntaste por qué algunas marcas están desarrollando mega acciones cruzadas de marketing y sólo ellas están logrando atrapar la mente y el corazón de sus consumidores? La respuesta está en algo que, en 2025, ya no es una opción: el crossing marketing, el head of cultura y las mega activaciones multisensoriales.

(Lectura ágil de alto valor estratégico: 4 minutos)