2025 has been a year of contrasts—intense, emotional, transformative. It began with a heartfelt farewell and ends with my soul wide open after the magical, peaceful family moments we usually share in Escondida. . In between, there was laughter under a sky full of fireflies outside Kuala Lumpur with my grandson Maurice; a spiritual retreat […]
The lenses we use in life are tinged with subjectivity and perceptions, so there is no quick fix or easy solution in the appreciation of any event, especially those that affect us emotionally. In the theory of knowledge, subjectivity is the property [...]
A Lovemark is irresistible and Apple knows how to do it like no one else. Nothing more to say. This is how Steve Jobs presented it in San Francisco. My first personal computer was an Apple IIc, and with it, my first [...]
I am not as stubborn as I appear to be. I am firm, because I have to be, but I constantly reflect on my actions, on the policies I am promoting and on the attitudes I am adopting. I have had the [...]
Procter Gamble is betting on advertising creativity as never before, and it is the same giant that used to accuseocus of squares, defenders of parity, masters of testimonials and demos. After Unilever, Procter sent more executives to Cannes than any other advertiser. [...]
When talking about emotional connections in the creation of Lovemarks with the support of advertising, commercials like the previous one of the Buenos Aires Zoo by Del Campo, are an example of how to do it masterfully. In a new experience for [...]
From a sleepless night: Irremediably I am going to die, although I don’t know when. I will leave everything and only my soul with me. Will I take my memories with me, will I travel with what I have learned? Will I [...]
I always ask for an aisle, open my book, my magazine or my laptop. I take the time of the flight for myself, for e-mails, campaigns, pending issues, strategy or the project waiting for an opinion. And because of this, it has [...]
On Youtube you can find a few one-minute films that are part of an interesting festival for sixty-second feature films. Here is a sample with a focus of key importance for all people living on this planet…
If we are going to have 100 days of on-air advertising with a brand, 25 or 300? How is it possible that we still believe that we can “sell” intelligent people with paid messages focused on superlatives, plastic situations and posed models? [...]
It is essential that you put on some headphones, turn up the volume a little and prepare yourself for an exceptional listening experience. Just imagine the possibilities. To Gabriel Alfaro, thanks for the link!
“In Costa Rica, advertising agencies have no spelling and have not been buying dictionaries for years”, said Mr. Alberto Cañas in the article published a few days ago, which I am including in PDF format. Given the case cited, I am afraid [...]
