domingo, 9 de junio de 2013

Listening Nicolas Roope

Take a look to these words from Nicolas Roope.
He's one of my fav creative mind; founder of POKE and more.
 

lunes, 20 de mayo de 2013

3 meses, y una agencia más tarde...

Primero, perdón por este tiempo "sin tiempo" para Innblastur.
Segundo, traigo buenas noticias.

Tras haber pasado dos años en Sra. Rushmore, hace 3 meses empezaba a trabajar como Brand & Innovation Strategist (aka "planner") en dommo.

Podría hablaros de la gente que me encontré al llegar, de las casi inexistentes opciones de restauración que hay en la zona, o de lo bien que se trabaja teniendo el Retiro al lado. Y no es una exageración. 


También os podría hablar de lo bien que se trabaja cuando hay un espíritu y una filosofía de agencia en ciernes. Como planner, y ante todo como persona, es una gran satisfacción crear algo desde casi cero. Y con dommo, lo estamos haciendo. 


También os podría habar de cómo hecho de menos a la Señora de vez en cuando, porque lo hago. Pero creo que lo más útil será enseñaros los 4 puntos básicos que he aprendido tras este tiempo...

1. Detrás de un gran equipo, hay un gran trabajo. 
Lo tenía más o menos claro, pero ahora lo he confirmado. Si hay un buen equipo; multidisciplinar, sin egos, trabajadores, sinceros y abiertos, habrá buen trabajo. Seguro. 

2. No bullshit!
Sabéis eso de que los planners no paramos de decir palabras ténicas y bonitas con el fin de hacer que tus ideas crezcan y tengan más peso (aqui tenéis una buena selección por Martin Weigel) Pues bien, he iniciado una campaña personal. No más bullshit. En dommo no se dicen las cosas, se demuestran. Y eso, me encanta. 

3. Innovación y frescura, para un mundo cada vez más aburrido. 
Es uno de los grandes ejes sobre los que construímos marcas en dommo. Si algo tenemos claro es que la comunicación como tal, ya está más que vista. Intentamos hacerles ver a los clientes que tienen que plantearse un nuevo código, una nueva forma de contar y de hacer. Lo estamos intentando, pero con la certeza y satisfacción de que estamos proponiendo lo que de verdad creemos que deberían hacer. 

4. Planners + Creativos. Una buena combinación. 
Se lo recomendaría a todo planner. Intenta trabajar con los creativos el máximo tiempo posible. No sólo aprenderás a tener ideas más creativas, sino que mejorarás como planner, descubriendo los puntos flojos de tu equipo creativo y saber decir lo justo, en el momento justo. Estrategia creativa, y creatividad estratégica... quién sabe dónde está el límite? Se que es complicado por la idiosincrasia de las agencias y esa forma de hacer y pensar del siglo pasado, pero intentadlo.

Sigo aumentando la lista de puntos, y espero poder compartirlos con vosotros pronto.
Os dejo dos de los últimos trabajos en los que he colaborado en la agencia. 



stay curious! 

domingo, 10 de marzo de 2013

Algunas ideas sobre publicidad y creatividad.

Food for thinking sobre Publicidad, Creatividad y cómo está cambiando nuestra profesión en estas charlas organizadas por El Sol.

viernes, 25 de enero de 2013

Some questions to ask an idea.

The creative review. I hate that part of the process. 

You have to decide in a few seconds if an idea is good, or not, if it'll achieve the objectives, or not.
I think it's selfish to judge in a minute the ideas that the creative team has been developing for days.

Said that, here some questions that I ask to ideas. This help me to view the idea in context, and to evaluate it in a better way.


Why will people get in love with the idea?
. . . 
How could people be part of the idea?
. . .  
How will people work for the idea?
. . . 
Why will the idea help people?
. . . 
Is the idea true to the brand/to the brand managers/to the product?
. . . 
Is it amazingly entertaining?
. . . 
Can be an ecosystem/brand universe be built from the idea?
. . . 
It is simple?
. . .
Can be the idea expressed visually?
. . . 
It is global?

lunes, 21 de enero de 2013

Aaron James Draplin and his 50 points.

Aaron James Draplin is one of the minds behind Field Notes. And what a mind! 
Check out this talk at CreativeMornings Portland and his 50 points for a
successful-design-living.
Truth in his words. Enjoy.




jueves, 17 de enero de 2013

Why brands won`t be a Gangnam Style?



Ok. Start with numbers. Psy created a master piece of pop culture. In only 6 months, the video got more than 1.2 billion plays on Youtube. Considering we are nearly 2.2 human beings connected to the internet in the planet; I would talk about a huge success.

Now, I can guess more than one of your clients think that their brands should have a similar success. You know about the client's obsession about numbers, likes and shares. But go deeper. Can brands aspire to such success? 

They want but seriously, if they don't change, they won't get it. 

Let me show you some reasons…


1 - If you are in the search for an extraordinary success, 
you won't find it. 

Gangnam Style is great, but sure, Psy wasn't obsessed to create a global hit in the beginning. 
If you start with a lot of pressure, you won't get something good. If your very first objective is to get 3.000 new fans, you should change your business. 

Start small, simple, easy, natural… Don't wait for the extraordinary, be extraordinary and the "likes" will come. 

2 - Be completely new. 

Think about it; the horse move, the choreography, the sounds… They are really new, different to the rest of the things you had seen. 
This is key for brands today. Don't be comfortable doing a repetition. Psy made a difference in the market and inspired new things to people. So your brand also should do that.

And that is an alarm for planners. There is danger with references. Don't abuse of them and share new things and ideas with the creative and tech team. 

3 - Be near the TOP.

Psy had been near famous people that increase the effect and drives up the success.
Think about Hyuna, the lady that sings with Psy in the video. She is a famous Korean singer. Or maybe you have to remember the show with Madonna. 

Brands are afraid to be together other brands, other people. And you know: team work, better work. 


4 -  To get a great success, you need great time. 

Gangnam Style was uploaded to YouTube 6 months ago and it still been played. 
I don't know about that obsession to change everything in a few weeks. To spread a big message, you need big time so, be generous with your media plan. People have to see it, think about it, like it, see it again, share it, love it, feel it, make part of their life. Please, give people some time; this is a lot of stuff! 

Be coherent about all this time. Don't change your brand in a lot of different ways. Think about Psy's glasses and suits. Always the same, always feeding the icon. 


5 - People, usually, don`t like brands.

Psy is a Korean pop singer, with a song full of color, lights and explosions. Who don't like that?

Brands have to improve their storytelling, taking care of the details, and thinking more in the people they want to capture. 

6 - Don`t be scared about change. 

I think, one of the big success of the Gangnam Style has been the ability to move in a lot of differents environments and to be starring by a lot of different people in a natural way, always maintaining the essence. 

Today brands are scared about that. They want to be in their own box, limiting the power of the message.



*Take those thoughts not in a negative way, 
but in a positive way, as points to be worked on.

martes, 8 de enero de 2013

To DO's for 2013.



Here is my list about resolutions & improvements for this new year.