Humanization of brands (1) What happened to Ana?


humanizes, that something is

Those who know me know that I've been doing the necessary flag humanization of brands and corporations. The trend is unstoppable marketing more humanized, and we have good examples, one of them would be the communication house in recent years or the recent campaign Freixenet, of my friends JWT, although somewhat controversial, He characterized by humanizing their characters (the bubbles).


Ana sin Ana

One of the most humanised brands we know is Anna de Codorniu, which for years he stars in communication with a woman, mother, the center of the story. I was surprised to see a few days ago a marquee of this trademark without Ana, a simple still life . What happened to Ana? I hope nothing, I've seen the latest videos and Ana appears campaign, more sophisticated than ever, in a magnificent execution of equipazo Igriega Communication.

Stories that humanize

The storytelling He came many years and has established itself precisely to humanize brands. A brand needs to become a person to establish a dialogue with people. And that makes it through small stories, micro-stories they want to get an emotional relationship with potential users. The old ads 80 a still life attached to a lapidary phrase gravely have passed into history. Now we want to know more, not satisfied with the functional part of the brands, we want to know your dark side, its bright side, their weaknesses, its raison d'etre and what you want to be more.

I recently read, an excellent post on trends 2014 the agency JWT, we go from Storytelling to Storydoing. I could not agree more. There comes a time when brands should be protagonists of real stories, experiences on the street. It's time for street marketing, also it came a few years ago to stay and help brands connect with the people.

Here Ana

Here Ana

Vision work

For some unknown reason, almost all companies work their vision hurts, his dream, its role in the world, the text of his tombstone. Often they do in key leadership, like the rest of humanity cared three fuck a brand to be leader. People do not want leading brands, Nearby we want brands, and this is how it should work the vision of a company, of a brand, of a person. Working a vision for hanging on a table in the kitchen is of little. The vision is to contain a shared idea, emotional, key contribution to a collective, perhaps humanity. If companies , brands and people would get better work humanizing vision, They would get to jump right into the conversation and connect.

Can you make a career without going through college?

Article published originally on the blog NQSPLS (I do not want to be cover of Mondays in the Sun) directed by Ana Carmen Moruga

I started my career very young. My first payroll, contract practices as a creative assistant advertising agency Tiempo BBDO, It is dated January 1979. I had 16 and she is studying at night. There I understood that communication environment, the creativity, advertising and all the madness that lead would become my profession, my passion.

So it was. Pass 11 years by J. Walter Thompson, then by Bassat & Ogilvy and then Saatchi & Saatchi. Total, some 20 years in the environment of international advertising agency, working for big-budget advertisers and global brands. after those 20 years I wanted a taste of being a shareholder of a company, so I accepted the offer to lead the Barcelona agency Altraforma. Year 1998 and the experience could not start better.

What he happened to my college career?

I did not give priority. To the 18 I was over the COU and got an excellent note on the entrance exam. You could choose. And as I worked in advertising, I decided mistakenly held- Enroll in Economics. A wrong decision for someone of letters and arts.

Indeed, I began Economics, but I ended up never, I was bored too. I took advantage of the situation to pursue a masters degree in marketing, two years very productive night session. To the 18, also enters a new advertising agency, and the 20 I knew I would not do military service.

Back to the topic, in Altraforma I felt comfortable, It works with the same intensity or more, weekends, some nights. But it works "for me". A small piece of the result (If I recall one 15%) it was Min e. In 2000 and 2001 we managed to put the agency ranking places reserved for very large groups. We were a dreamboat. We receive many offers from multinational purchasing groups. The circumstances made no such offer was accepted (crass error) and that 2003 was sighted signs of slowing. I lost a client, some untimely dismissal, things happen in the best families and are often overcome.

The change

thinkbigBut something happened that marked my life forever. Without knowing it, I settled on "comfort zone", in the brain that obscures the need to change the way of doing things. It is possible that some adverse circumstance in my family environment influenced my mood, but outside any rate in September 2004 I reached out an agreement with the majority shareholder of the agency. Euphemisms aside, I was fired from the company. Let's be clear, please. I sold my shares and I went in December of that same year, after a Christmas party that became my funeral advertising.

In January 2005, and thanks to an advertiser who did not want to release my, I started my own business, Lateral Consulting. What side it came by the positive influence of Edward de Bono and his "Lateral Thinking", a book that should be read to babies in the cradle.

There I discovered that I could work like a donkey and be happy. The pressures were my pressures, nobody put me goals, I put them on my own. Without knowing it, I devised my own personal branding plan. In 2007 I accepted an offer to manage the business in Spain TVLowCost, a young French agency that broke the mold and opened in two years subsidiaries worldwide defying its philosophy to large multinationals. The invention is not worked here, which it gave me new parameters to know what not to do, but fortunately my business with Lateral Consulting worked well.

In 2007, from Lateral, I started working on projects and communication strategy aimed at people, professionals. Politicians, entrepreneurs, people who had suffered a layoff ... I still do not know, but my good friend Linda Reichard told me one day that I was called “personal branding“.

Earlier 2010, hand that would later be my current partner, Jordi Collell, We attended a conference in Madrid on personal brand captained by sherpa Andrés Pérez Ortega, and in October of that same year we openedSOYMIMARCA.

the Col·legi of Publicitaris de Catalunya accepted me as referee in 1998 and he sent me the diploma of "publicity" in 2006, after 30 years of uninterrupted career in advertising.

Can you survive without college career?

Of course. My keys were these:

  • Happiness exists. You just have to go get it. And that is achieved overcoming fears.
  • Risking is key. If you do not risk you can live reasonably well with a living wage, but it will be difficult to go to work with the appropriate degree of motivation.
  • You can live with less. Many people are closed in band to undertake for fear of not reaching the levels of remuneration they were working as employees.
  • Think big. Think big. If you have a good idea, ponle resources, do not be stingy. No idea prosper without a decent investment.
  • Surround yourself with the best. So far the topic. But I mean surround yourself with the best people, of people whom you can trust the keys to your life. Quickly detach yourself who do not share your level of enthusiasm for the project, It will become a toxic agent.
  • Become a plan. you map. Follows a script. And you see adapted according to circumstances. Do not close to change course, but keep the destination. And remember, as the Greek poet Constantine P. Cavafy said, the important thing is not only to reach the destination, but learning trip without forcing the crossing.

The ten most important trends 2013, by JWT

Leo in ads Marketing News something I think is essential to better understand the functioning of our society. The study is published JWT, one of my soul agencies, and worth taking a look.

One more year, JWT launches its study "10 trends 2013”, result of a quantitative and qualitative research developed by JWT Intelligence.

Many of the trends report reflect how brands and businesses are driving, drawing and neutralizing its omnipresence in our lives through new technologies and also how consumers respond to this constant push. Another important issue is health, present in two trends that examine the growing awareness of the impact of stress and happiness are on welfare.
1. "Play" as a competitive advantage

Adults back to their childhood and embrace the idea of ​​"play" again without rules. In a time when people feel they may not have time for activities without specific goals associated, there will be an increasing tendency to be aware that unstructured time without power late goals imagination, creativity and innovation as a competitive advantage.
2. The era of Super Stress

Stress is inevitable, and reasons to be stressed multiply. We are approaching the era of Super Stress, and is becoming a concern from the medical point of view. Because, the governments, companies and brands will increase their efforts to reduce it. An example of this example, It is the brand The North Face with a campaign that encourages consumers to escape to nature, if only for a weekend.

3. Smart objects

Everyday objects evolve increasingly devices "Smart" that offer more features. With the change of operation of these objects, comes new ways to interact, in which we enjoy more and get more profits. The brand Oakely, for example, revolutionized ski goggles, incorporating GPS, and a mini-screen where you can see your speed, altitude, and distance.

4. Augmented customization

Measure and collect data from consumers is becoming easier and cheaper. At the same time, consumers increasingly generate measurable data than ever. Thus, Brands are increasingly able to predict customer behavior, know what you need or want, and accordingly, customize offers and communications accurately.


Our smartphones are transformed into portfolios, keys, health consultants and more. a breve, will be as our fingerprint, our identity all in one device.

6. Explosion of the senses

In the digital world, where experiences are virtual and online, stimulation of our senses becomes an experience Premium. The marketing will focus on new ways to stimulate the senses and shoot, while consumers seek products and experiences increasingly powerful. Dunkin’ Donuts, the famous coffee franchise, already exploring this idea with technology throwing coffee flavor on public transport, whenever the tinkling sounds brand.

7. Everything can be a store

Shopping is no longer just go to the mall. It goes beyond an activity that takes place in physical stores or online. Thanks to mobile technology, any place can be a sales channel and brands increasingly seek creative ways to sell their products. There are several examples to support this trend as the Pop Up Stores or purchases via QR codes as shares in Tesco Metro in Korea or Walmart and Mattel in an underpass in Toronto.

8. Power exchange

People increasingly more services or favors exchanged and expanded to all kinds of areas such as hospitality, The education, tourism or transport. Sharing platforms or collaborative consumption as Airbnb, the web has put on the map a 22.000 Spanish properties offering accommodations, are real competition to traditional hotels allowing consumers to find a room at a good price and experience under the philosophy "I do not buy what I need; I share what I have ".

9. privately public

In a time where we have our life exposed publicly in social networks, There are people looking for unconventional ways to incorporate a private space in their lives. Not about rejecting social media, but to find better ways to define our digital identity and at the same time enjoy all the benefits.

10. Happiness and health, hand to hand

Happiness has become a fundamental part of welfare, because the idea that a happier person is a healthier person and vice versa. Many brands are capitalizing on this trend and are becoming part of your communication.