The Creative and Productive History of Última Hora’s Producer, Alejandro Noguera Prieto

In these five decades of history of the newspaper Última Hora, behind its image and its marketing and advertising activities, there have been many people in charge of carrying out their corresponding tasks.

One of those people is Alejandro Noguera Prieto, who joined the newspaper Última Hora in 1984, under the direction of Demetrio Papu Rojas. His work at that time in the company was that of data recorder in the administrative area, then he was an operator, programmer, until reaching the position of systems analyst.

As a result of the development of the CRM (Customer Relationship Management) system for the Marketing area, the manager of that section, in 1998, Selene Rojas, invited him to be part of her work team.

“At that moment the first challenge arose in my new work activity, which was to produce a game called Logomanía de Última Hora, as part of an entertainment program (El Conejo). I had to do the creative part and the logistics. In that proposal, the reader, the newspaper distributor and the newsboy were rewarded, ”he recalled.

In this way, the producer Alejandro Noguera found the place where he felt comfortable to develop his creativity, because in addition to his degree in Computer Science, he studied Architecture.

OTHER EVENTS

At that time, his tasks were also divided between the organization of the anniversary parties of Última Hora and the Gallo de Oro; He did this together with his partner from the area, María Eugenia Maque Bachero, and other people assisted them.

Other actions that he carried out were the development of advertising campaigns, activities for the Boys’ Club (which accompanied the School Magazine), launching of fascicles, distance courses for teachers. “ÚH was the first newspaper to offer this type of proposal, in one of them we reached 15,000 participants”. In addition, his work included promotions, such as Crazy Classifieds, “where you had to find humorous phrases to participate in various raffles.”

ANECDOTE

On one occasion, among the activities of the Boys’ Club, they organized an excursion for 500 people to the Yacyretá Dam in Ayolas. “It was a big responsibility, since we had a huge number of hikers. Yacyretá was one of the sponsors and as part of his proposal, the excursion arose, it was a great success ”.

In 2003, as a result of the new ownership of the newspaper Última Hora (Acción Multimedios), and under the direction of Antonio Tony Carmona, Alejandro Noguera was responsible for the complete production of the Gallo de Oro events, company anniversaries, and the realization of the Post FIAP, “because ÚH was a representative of the Ibero-American Advertising Festival (FIAP) between 1990 and 2015”.

ADVERTISING

As a result of the experiences at FIAP, the producer had a lot of contact with national and international publicists. As a representative of Paraguay, he traveled several times to the festival, in Buenos Aires, and was nourished by knowledge and inspiration to develop several short films about the Última Hora newspaper that were screened on anniversaries and other occasions, a short with the history of the Golden Rooster , Look at the truth, among others.

The most challenging production that Noguera made was for the celebration of ÚH’s 45th anniversary with a concert by the National Symphony Orchestra (OSN) and the participation of numerous singers at the Municipal Theater, where short films with the history of the 45th were also screened. years of Paraguay and ÚH with his script and selection of images.

Última Hora was the first newspaper to offer this type of proposal (distance courses for teachers). In one of them, we reached around 15,000 registered and certified participants.