Advertising changed more in the last fifteen years than in the previous fifty. The introduction of digital marketing and the tools that allowed targeting and measuring performance established new standards for the business. Suddenly you could spend less and more targeted to talk to your ideal customer. And guess what. …

Rolex positioned the brand to perfectly fit to the aspirations of the modern man — Rolex is without a doubt the super brand of the watch world. An icon, its green logo accompanied with the yellow crown, is recognized all over the world. If you ask any seasoned adventurer what to carry with you to get you out of a tight spot if needed, they…

Everybody seems to be looking for the next thing for ad agencies — They are correct in doing so. Things aren’t right in Adland. Google and Facebook are out for our lunch money. Clients are building in-house teams. Big conglomerates are shedding personnel and building a new narrative selling consulting services and, yes, even tapping the CRM bandwagon. …

When ChatGPT was available to the general public and gained traction, many people started thinking that creative agencies would use it instead of copywriters to generate content and ideas. Even though the natural language model can produce a pretty decent copy, the reality is that advertising was and always will…

Last weekend I traveled to València during the local marathon event. I was here again in 2019 to run the race, but this time my wife was running so I could enjoy the City and the event with our 7-year-old daughter. On Monday, I was sitting at the lounge of…

Remember, when was the last time you saw lines outside of a watch shop. If you are under 45, probably never and past the age you were a child and saw people outside a Swatch store. And yet March 26, around the world, people waited in lines outside a Swatch…

By now, you’ve probably heard about the hype of Clubhouse, the new audio-only social network, or platform I don’t know yet, that gets all the hype and has people like Bill Gates and Elon Musk appearing and talking in live sessions. …

We’ve all seen the Mad Men episode where Mr. Cooper suggests to Don Draper to read Atlas Shrugged (Season 1 Episode 8, The Hobo Code). …