Pain In My Thumb Joint

spot?

We read it everywhere: "The spot's days are numbered", "With such long blocks and an audience so fragmented, spots have lost its effectiveness ... "

And it is true, everything seems to go against the effectiveness of traditional spots. Is that the saturation and the duration of the blocks is such that it gives you time to visit all the channels, washing dishes and going to the bathroom, and when you return, you still have two or three spots to see.

In addition there is the constant clash between advertising and content, demonstrated many times in the attitude of some presenters, not aware that their salary comes precisely from the advertising, when it reaches the block say, "Now we have to make a cut for advertising, so do whatever you have to do, and once again. " I imagine the grace that will make this poster!

At one time it was said: If a product is not advertised on television, does not exist. Today, the phrase would be: If your ad does not go on You Tube, no. Everyone is fascinated by advertising "viral." Viral ask advertisers, producers roll virus, the virus creates creative. And the public - our target - still does not learn anything. Worse yet: it goes from us and our inventions. As always.

viral is a lot less than it costs me a spot on You Tube and you can see a million people!, I think you're thinking the new directors of the era of viral marketing. And sure it's true, a million or two or three ... Five million people! But it turns out you do not sell viral, you sell detergent or ham or sausage, and of those five million people, 70% live across the world and the remaining 30% may not even belong to your target. Of course, you have made to justify your salary a month.

virality We are sick of and want to heal more viral. No longer interested strategies. Many marketers mistakenly taken for dead and advertising on television and betting on ever more gray spots. "Overall, the TV no longer works, I just want to see my brand." And it seems that many creative and not play it for a good idea, because if not, says Luis Bassat in this Blog, "are likely to lose track or keep a job."

The spot I chose for this post will not fail next year, its first 20 years. We see Vicente Cruz and I in 1988 when we formed team Bassat Ogilvy Barcelona. I could have put one of a colleague and more creative than this. But I preferred put "Little Pigs" to byly, because I have something that very few know: This idea was rejected by the client to five times . Each week, customers waiting for us with an idea "better", but Vincent and I were the same, convinced that this was the best.

And when we did, four producers refused to do so because they felt "dirty and disgusting." Until Pepe Fons and Jaime de la Pena, Group Films, saw the idea and posted it without hesitation.

Conclusion: With an investment that was not on television for 30 passes, with only an OTS and a half, ie half a chance and be seen by our target and after five years of stagnation, the increased spot sales of the product beyond the client's objectives and in the posttests, people claimed to have seen "at least" five times. Such was his impact and memorability.

That following has won almost every prize in the world and has been included, by Donald Gunn, the top 100 spots in the history of advertising, they are just good ego inflator for participating in the project.

It is important that agencies continue betting, fearless, creative. Because a good idea is, was and remains the best remedy for saturation, audience fragmentation and atomization of media. That is, In short, it seeks the advertiser. And so what the audience appreciates. Share

Conclusion For Dancing Raisins

Marçal Moline, his life in a "Notebook."

Okay, it's true: I have four months without updating my blog. I have many reasons as excuses: lack of time, overwork and even a long trip to my beloved Argentina. Sorry!

aware of this and had a couple of weeks capturing programs, editing and uploading clips to YouTube to return in a few days, my weekly rhythm. But this morning, opening the mail and find the message from my dear friend inviting me to know Marçal Moline his new blog, I knew immediately what would be the clip that was going to update my blog: the interview I did a couple of years to my TV.

Marçal personally met shortly after arriving in Spain, however, already knew his career since long before migration. I knew it was one of the creative highlights of the country and that his name was one of the MMLB-emes of the agency that catapulted the 80 English creativity - but what he most admired and Marçal admire is the generosity demonstrates, has always been to share knowledge and experiences with students not only advertising, but with all his colleagues.

So from here, I also invite you to visit this new page Marçal Moline and enjoy, like me, their talent and generosity: http://blocmoline.blogspot.com/

Thanks, Marçal. Share

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The Pacifier, an adult festival.

How time flies! Three years ago I met Ron Rodrigo, a very young advertising in those days, was in Barcelona to promote a new advertising festival. I confess that when I commented on it, my first reaction was: Are there not enough festivals in this profession, for now someone to invent one on advertising to children? But it was assumed that I was doing a program devoted to advertising and my "obligation" was to cover anything that deserves to be highlighted in our industry, beyond my personal opinions or prejudices.

Since then my friendship with Rodrigo has been growing, something that I'm really glad, and The Pacifier too. A festival that, like almost everything good in this world, began as a dream, an idea, and only three editions, has hit a growth spurt impressive.

What began as a festival that rewarded creative and responsible advertising aimed at children, has become a worldwide reference board, which meet renowned professionals to analyze, discuss, criticize or correct now one of the most delicate branches of commercial communication, which claims sell products or services to a target audience particularly sensitive to our messages: children.

This year, The Pacifier still a great English festival to become an important Latin American event, which will include professional campaigns and Portugal, Latin America and English speaking USA.
Rodrigo
My friend Ron and his team, I wish you great success in this new etapa.Y my friends readers, I wish that the next 5 and July 6, may be in Valencia to enjoy and learn from The Pacifier. I hope we meet there.

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The Best Price For Bluntvills

Goodbye, Ernesto.

died May 17 Ernesto Rilova, CEO and Chief Creative Officer of DDB Madrid. I, clueless as ever, and engaged in my work, I found a couple of days later when a friend called me to ask me some data from Ernesto, for a tribute they wanted him. My friend thought that, perhaps, being both Argentines and about roughly the same "fifth", I know some of it, but no.

In the 20 years I've been in Spain, I was with Rilova only twice, many years ago when jurors agree as Best Pack Award at the Food Fair in Barcelona, \u200b\u200band the last two or three in The Sun, when we take a snack together to prepare the interview that he would do the next day for my program.

the end, his agenda at the festival stopped the interview will take place, but that half hour chat with him, laughter and anecdotes made me regret not having known before.

Today, as I have not my TV show. And even if he did, he could no longer Ernesto Rilova interview that I would have liked to know. Not only that managed to be among the best creative in Spain but also to the person who one day decided to leave his country, like many of us, to continue his career and his life here.

Maybe some of you reading my blog have not had the pleasure of knowing him. So I decided to post this video, in which Fernando and Ernesto Herrero Rilova, English in the FIAP jury 2005, complaining of the results obtained by Spain in that edition.

After watching this video, we may be the image of a Rilova quarrelsome and combative, but, honestly, I do not feel bad way to remember a great creative.

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Portfolio Night: creative generosity

As Oliviero Toscani said in the interview I gave in my blog a few weeks ago, the world is divided between those who are creative and those who are not. And I, without trying to emulate Toscani, I would say that the world of creative advertising is divided between those who are generous and they are not. A few days ago, a creative junior who had come to teach his early work, I wondered: But this is not a little world of selfish self-centered? Probably that is the image which, unfortunately, many young people in this competitive profession, in which some stab by winning an account or get a prize more than its competitor. Or maybe that's the image that people build in the power, by force to attend the lectures of the classroom are creative, not to explain the reality of a profession as exciting as difficult, but to show its coil-winning , yes, in a gesture of "I was never imported to the awards."

Beyond the bad examples, they exist in all professions, I can assure you that in almost three decades of advertising, I have met more generous creativocs that of others. Brilliant professionals whose talents were greater humility and a great ability to share their knowledge with their teams, making the best of each, were experts or novices.

Thursday May 3, I missed an event I was invited by Dan Peisajovich, whom I apologize here for my dismissal, I was convinced that that day was Wednesday! PORTFOLIO NIGHT I mean, an event that, simultaneously with 28 cities worldwide, was held in plot, the school of creative Dan goes in Barcelona. That night, 78 junior creative presented their books and talents to the critical eye of about 30 of the best creative of our country. A necessary initiative for an industry where every day there are more young people who want access to creative departments and agencies, however, do not always have the opportunity to sit face to face with one of the "big" and receive his advice and opinions.

From here I want to congratulate Ignacio Oreamuno - Builder Portfolio Night - for choosing to PLOT to bring your event to Spain, to Dan and Yvonne Peisajovich Gindre, for the work they are performing for the new creative and of course , 30 professionals who worked, for showing that generosity is not incompatible with creativity.
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Champiro Tires California

José M ª Flo: The Art of appetite appeal.

few days ago I read that White Hen to launch a line of "salads to drink": tomatoes with basil, tomato and cheese and asparagus with olive oil. Ie, that before we ate at home or in a restaurant, a plate full of color and taste, now in liquid form and in a convenient single package. And as we are in times of salads, vegetables and diets, just days before I received the news of the new campaign for Knorr Vie, these vials they say, we contribute 50% of our daily requirement of fruit and vegetables.

I'm not the one to criticize a product that I have not tested and that they probably do not prove, but I feel entitled to say that this is happening to our food, I like it. It

we spent years pounding the fast food concept, years claiming the Mediterranean diet, years educating our children to eat with your mouth closed, not to speak with his mouth full, chewing each bite a thousand times, not support the elbows on the table, cutting food well and make every meal a relaxing and enjoyable time, so now come and tell us what is best for our sucking power is tetra-brick on the subway or walk to the office.

I do not want to seem old and outdated, and to say that I understand the "modern people" has changed the table for a drink of isoflavones and a ration of active bifidus and despite that, they feel happy, but I refuse to accept that food is taken away one of their key senses: sight. Because, at least to me, I like to eat not only a good Caprese salad, I also like to see the color of sliced \u200b\u200bfresh tomatoes, interspersed with slices of real buffalo mozzarella, sprinkled with chopped basil from my garden, a pinch pepper and salt, and a drizzle of olive oil virgin. To that, in my early years of advertising, called him "appetite appeal", which is nothing else than the appetite, attractive dish has to have, to awaken our desire.

José María Flo is what is called advertising film and Home Economist, ie, a specialist in doing that, from a simple cold to a salad frozen lasagna from a vacuum-packed and appear before the public with a image just to make us exclaim: Mmm! Great!

course to achieve this effect is not sufficient to remove the product from its packaging and films, not only because the products themselves are not always palatable to leave of the box, but because the shooting conditions - weather, light, temperature, handling, etc .- require the use of materials that have nothing to do with the original.

that advertising, for a shoot, using fictitious products to simulate real food, I accept it professionally. What I humanly difficult to accept is that the products of truth, now are fictitious. What will become of my life when someone throw the Argentine asado chewable tablets, which I like to feel that wonderful smell of wood and while the meat is done, share wine with friends? Share

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Armed Forces: A difficult product to sell? Go to the toilet

I just read the news that Young & Rubicam is responsible for the campaign of the Armed Forces this year. A campaign carrying the slogan "For your future, for all", and has a budget of 2.5 billion euros, although the Ministry of Defense allocated this year nearly 12 million in advertising.

According to the article, the action is to convey the image of a modern armed forces, dynamic and ready to take risks in an increasingly complex world.

I think it has to be very difficult for a creative, sell a product like this. Can be very creative?, what is the benefit?, what is the promise?:

Do you see the armed forces and learn to defend yourself or to kill?, "Come to the Armed Forces and travel the world with all expenses paid? , "Armed Forces Come and learn how to defend the homeland, even if the country of Iraqis or Afghans? or ... Come to the armed forces and participate in more peacekeeping missions than an NGO?

honestly do not know. I do not like guns, no wars are cool to me, I draw the parades. But someone has to make the campaigns, I say. Because it is clear that, like it or not, the armed forces there and there are thousands People with true vocation, they find there their personal and professional. And I understand, in the same way I respect and appreciate the fact that those thousands of men and women are risking their lives on each mission, although the idea has had three meeting in the Azores paranoid or a handful of politicians comfortably sitting in Congress.

time ago I had the opportunity to interview Paco Grande, K Group Creative Director and responsible for the Arc of the military campaign 2004. A campaign that won an award for efficiency and, as he told us was a great challenge for his team. A challenge that now it's up to Young creative & Rubicam. Share

Conestogo Wood Stoves

next advertising! Confessions of an Advertising



feed a Blog This is fantastic, because although it requires you to publish something interesting, at least a couple of times a week - which I always do - also gives you the freedom of being home, quiet, looking for a good content for your readers.

I, for example, right now I'm home, enjoying a good wine, hanging an interview he did in What Idea! Fernando Ocaña, Tapsa agency president, and with the program Who Drop Drop on TV.

In this interview, with a friendly tone and didactic, Ocaña talks about the importance of the relationship between client and agency, the daily effort to provide good service and constant pursuit of creativity, to ensure the effectiveness of a campaign.

was hoping that the climb video to YouTube when suddenly I hear Manuel Fuentes, director and presenter of CQC, to say the following sentence: "And now, get out to the toilet, prepare something to eat or do whatever they want, but once again we have many things to tell. "

could not believe it: How can it be that the presenter of a program whose existence depends not only on its audience, but investment advertisers, invite people to do anything else except see advertising?

Many years ago I heard a similar phrase in the mouth of Bertin Osborne and sent him a letter through its representative, to remind you that one or two months ago, had been in Barcelona rolled to my agency, three spots Pate The Herd by those who had gained a few million pesetas.

all know that the endless blocks that make us televisions, especially in prime time , it is impossible quedarser sitting watching ads, they are very noticeable. But from there to the presenters invited us oblivious to advertising, I think a contradiction.

conventional advertising, ie the typical spot is doomed to extinction. And it shows the growth of audiences are having other means, other formats, much more efficient and equally creative. But for now, for advertisers, TV remains, in quantitative terms, the middle king.

I, personally and professionally, I hope that agencies like Tapsa continue betting on the creativity, not only to create ads that appeal to the public and keep it sitting in place, but also to create other forms of advertising that does not have to struggle against twenty other spots of the block, against the justified impatience of viewers and against dissociation amazing that there are now between television content and advertising that finances it. Share

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.

There was a time when advertising agencies in the world were driven by advertising. Creative as David Ogilvy, Bill Bernbach, Mary Wells and Leo Burnett not only gave the name and prestige to their agencies, but also from its headquarters in New York or Chicago, marked the way forward for all its offices. They all died before their agencies to become huge groups media, now controlled by other groups that do not necessarily belong to the world of advertising.

I was fortunate to work almost ten years at Ogilvy & Mather, eight in Argentina and two in Spain. A decade in which David Ogilvy still alive. Federico Ortiz, president of Ogilvy Buenos Aires, was a great friend of David and every year with him in his famous Toufot castle in France, to discuss the campaigns that we made in our country.

Thanks to the recommendations of Federico, Luis Bassat gave me the opportunity to come to Barcelona to continue my career here. Something that will always be thankful to them.

A day in 1989, Vicente Cruz and I were working in our office, Louis opened the door and only the head poking out, he said: "I have brought a junior editor and I'd like you hiciérais a site to your side." When you open the door, we discover that "junior editor" was no more and no less than David Ogilvy , with his trademark red suspenders and a big smile.

That year, Vincent and I had received over 10 gold statuettes by byly deodorant spot we had done the previous year. But at least for me, the most important award was the hug and congratulations from David Ogilvy.

David and Frederick, unfortunately, are gone. And Luis, in March this year, left the agency and the international board of Ogilvy. So I want this interview he did for our program, serve as a tribute to the three advertisements that gave me the opportunity to learn and work in one of the best agencies in the world. Share

Motherhood In Streaming

Julio Cortázar, creative new Seat Leon.

Okay, I promised to use this blog to hang in my best interviews broadcast TV, but seeing the other night the last spot Seat, whose text and voice fall off Julio Cortázar, I felt the need to reflect and write something about it.

always seemed pretentious and grandiloquent title of "creative" to define those who have the trade or profession of sign makers. I think a misappropriation, especially when not in use to define our work in advertising, ie, to distinguish it from work or media accounts, for example, but to define ourselves against other professions:

_ I am a neurosurgeon, and you?
_ No, I am Creative!
_ Ah! How interesting! Always

I wondered: If we are creatives, how should we define Dali, Shakespeare, Beethoven, Da Vinci or many other creative untitled works that have left us more relevant and enduring than a television spot, although -poor, have never won a Lion at Cannes?

Cortázar met at age 12 when my father asked me to recommend a book interesting and fun. After touring with his finger several shelves of his enormous library, choose a paperback edition of Hopscotch and said: I know you'll like Cortázar. I never forgave my father, at that age, I did go from Treasure Island to Rayuela, without having had, before my neurons. But on the other hand, never be sufficiently grateful for having become a passionate reader of Julio Cortázar.

With this announcement of Seat Leon, the agency created by International Athletic, I feel something similar. On the one hand, I find it hard to accept that the advertising used to sell products, the work of an author who today could be defined as "anti" but, on the other, it gives me some satisfaction the fact that not all advertisers and all fools believe advertisers and consumers to go beyond a simple repeated phrase vendor.

to me personally I like the spot. Just need to know, first, the idea is "selling" Seat León, second, whether the target audience know who was Cortázar and third, what opinaría it when her "Preamble to the instructions for winding the clock " has become creative ... creative. Share

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The blame for all of advertising. José Luis Esteo

few years ago a fatal accident occurred at the corner of Aragon and Paseo de Gracia in Barcelona: a driver was distracted, presumably, with a provocative poster Coffee and Fashion killed a teenager who was waiting to cross the street. A radio announcer called me that afternoon to give, live, my views of events. But my opinion on the effectiveness or otherwise of traffic campaigns, but the "guilt or innocence" of the cartel in question. I, ironically, actually said that advertising was to blame and not the "poor" conductor, that he could not take my eyes off him. But it added: For the same reason that suggest eliminate advertising on public roads, it also removes the trees, because they distract drivers, and the Gaudi buildings and beautiful people and places to remove, also remove the traffic lights, because those colored lights, to me, particularly distracting me.
Blaming it all on advertising, it is easier and cheaper to build good drivers. O educate for equality between men and women. Or combat sex tourism and pedophilia drastic and effective measures. Or remove the bloody television films incite violence ... more than any advertisement.
few days ago, the controversial ad of the year was the withdrawal of the campaigns of Dolce & Gabbana and Armani Junior. In the first, apart from chauvinistic, I believe that is free and unsightly. In the second, however, I think everything has been said of it is exaggerated and twisted is one thing to be sensitive to a scourge as pedophilia and another thing is to see evil where none exists.
The video I offer today is to do precisely this practice of demonizing the advertising being put in place in our society, so controlling with ads and so out in real life.
is the interview Bocatta makers of Mrs. Rushmore, and "cruel campaign against the image of the country people." Share

How Early Should You Tan Before A Trip

Creative Director of Rowing.

This Friday, March 16, the Creative Club moved to Sitges, Barcelona, to celebrate its long-awaited C Day, an annual meeting devoted to public speaking and creativity, and produce the parts that form part of the Eighth Annual Creativity, with the screening to be held the day before.

For this fourth edition of Day C, the c of c has chosen the theme "It's great to be young?" to discuss whether the current English society provides youth as a virtue and if being young today days is an advantage or rather a drawback.

The interview that I offer today, was issued in the first program of what an idea!, 12 September 2004, when José Luis Esteo was President of the c of c and the issue was raised that year "Fear" . Fear of new ideas, fear of client, fear of losing their jobs ...

And I wonder: Should we be afraid, too, to be young?

I think everyone, young and old, we have our opinion on the matter and certainly an experience to share. So from here, I encourage my readers to come to Sitges and participate in this Day C, where there will be many things to learn.

c of c: http://www.clubdecreativos.es/

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Jesus Muñoz, president of MindShare



It is a truism, but a campaign is not, does not work, it is very creative.

That's why I always liked working closely with media people, involve them, even in the creative process, to assure the best media plan.

If before, there were far fewer media now, it was important that team between creative and media, it is now essential. Because today more than ever, it takes so much creativity in the message as in planning.

Jesus Muñoz is, for me, a true creative media. Although his business card read: President of MindShare. Share

Michigan Trailer Home Made Laws

Oliviero Toscani and Creativity Miguel García Vizcaíno

One day, when we still had our portal AdStreaming.com, we called our partners and friends Sparring & Partners Turin, to give great news: Oliviero Toscani gave us the interview we asked!

Benetton's controversial creative we only put one condition: that he did the interview in the car, while traveling between the airport and the Milan Fair. And it was done.

A couple of years later, we included this clip in the program No. 3 What? ", Which aired on October 26, 2004.

Today, despite the years, I have decided to include it here too, because his words, as good ideas are still valid.

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of Mrs. Rushmore



When I arrived in Spain in 1987, Miguel García Vizcaíno was already a renowned creative. Campaigns Renault, Pepsi and many others created by him and his team Tiempo BBDO, contributed to the late 80's and early 90's to become glorious years for the English advertising creativity.

Today, from Mrs. Rushmore, he and his people continued to stand by and applying creativity in each piece, a special sensitivity. Something that is reflected, for example, in the emotion of the campaigns of Atletico de Madrid, in the mood of campaigns such as Bocatta or strength of Coca Cola ads.

This interview was broadcast in October 2004, program No. 5, What? ", But his answers and his talent, remain in force. Share

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Interview Nacho Gayan, Filmmaker

Alternative Toandouille

30 YEARS IS NOTHING

30 years I've been doing ads 30 YEARS! However, when I see those commercials that say nothing, do not provoke or seduce not, I think all this time I have learned nothing.

If people change, it is logical that advertising will too. Does the advertising is not made for people? Well, sometimes it seems not. When we say things we do not understand, is not for us. When we sell a product which mark does not remember 10 seconds later, is not meant for us. Moreover, when we remove our favorite show and gives it back 20 minutes later, not only is not for us, is made against us!

In all these years I have worked in many agencies, in Buenos Aires and Barcelona, \u200b\u200bI helped to sell their products and services to more than 300 advertisers have created hundreds of ads and I even had the satisfaction of winning fifty awards ... But probably my greatest satisfactions I had them being the creator and director of the only weekly program of advertising that has been in Spain: SpoTV (Channel 33 in Catalonia) and QuéIdea! (Localia nationally broadcast TV)

On the one hand, the satisfaction of doing something to spread my profession, my passion.

On the other hand, the satisfaction of interviewing hundreds of colleagues, which I learned a lot. And finally, the satisfaction of finding that, each week thousands of people sat watching TV for half an hour of advertising ... without changing the channel!

confess that even I'm not sure how to handle this Blog - my Pimero time - but in terms of learning to do, I'll be offering, one by one, the best interviews I've done all these years: creative directors, agencies, advertisers, producers, etc.

And that is precisely what I share with all who enter here.

I'm selecting the most interesting interviews, upload to You Tube.

So, very soon, you will see here, without breaks.

Until then.

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