The group's research and technological developments have allowed it, at a conceptual level, to transcend the traditional conception of advertising communication, in which brands are represented as privileged issuers, interested in persuading passive consumers. Beyond this conception, the group conceives advertising under a more interactive conceptual and ethical lens, both in the commercial and social good advertising spheres.
Thus, communication processes are no longer limited to conventional media (TV, radio, press), but include the new Information and Communication Technologies (ICTs). Within the latter, the group has ventured into the design of games for digital platforms, which contribute to counteract phenomena such as cyberbullying.
All of the above has allowed the group, at a practical level, to contribute to the construction and implementation of the UCM Policy for the Development of UCM Research + Creation; whose elements serve as the basis for the Altamira group to promote the creative industries both within UCM and at a regional and national level and, thanks to alliances with entities such as Minciencias, Nexo Global and the Department of the United States, at an international level.
The Altamira research group develops studies in the area of advertising communication, understood as a relationship process between brands, consumers and active audiences that demand new meanings for the construction of a more humane, co-responsible and sustainable society. Thus, since 2005, the group has developed about twenty research and Research + Creation projects, with internal funding and partnerships with universities, organizations and government agencies at local, national and international level.
As a result, it has generated research books, articles, distinctive signs and licensing agreements; contributing not only new knowledge on advertising communication, but also innovative technological developments in the creative industries, as inputs for the training of professionals, specialists and researchers in this field.
