2025 has been an intense journey full of contrasts. It began with a heartfelt goodbye and ends with my soul more open after the magical and serene family encounters that we usually experience in Escondida. Meanwhile, laughter under a blanket of fireflies outside Kuala Lumpur with my grandson Mauricio, spiritual retreat in Kuchaman, spectacular […]
My compadre and mega bati ultra super super super super talented Pana, made for Consumer the first designs. In fact, as a freelance, they were for Cofala’s line of antitussives. Ex-partner of McCann, when Consumer started we rented together a loft near [...]
When Kevin came to Tribu last July, if I am not mistaken, it broke a paradigm of many years, because it is assumed that our countries are not big enough, that our agencies are only affiliates, and that the agendas of global [...]
The 10 hottest years in recorded history have occurred in the last 15 years. CO2 levels are estimated to be the highest in at least 650,000 years. From El País, the following summary of the declaration in Paris regarding the climate crisis [...]
This is one of those ideas that managed to get on the air, boost the brand and achieve leadership in several markets in the region, thanks to the determination and guts of one person: Enrique Boccaletti, who as head of SmithKline Beecham [...]
DECLARATION AND MANIFESTO FOR A BLOG IN TUNE. In January, we received 11,815 hits. When my talented and dear friend, Massimo Martinotti of Mia Films, suggested me the idea of publishing a blog on the web, he convinced me in an instant [...]
In our search for bigger ideas than ads at Saatchi Saatchi, the Battle of the Surfaces, the brainchild of Pablo del Campo, achieved a reach across the globe unprecedented in the history of tennis. These days, and through this channel as well [...]
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 [...]
