{"id":4858,"date":"2024-05-09T10:33:00","date_gmt":"2024-05-09T08:33:00","guid":{"rendered":"https:\/\/after-agency.com\/aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista\/"},"modified":"2025-04-28T10:13:15","modified_gmt":"2025-04-28T08:13:15","slug":"aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista","status":"publish","type":"post","link":"https:\/\/after-agency.com\/ca\/aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista\/","title":{"rendered":"AfterTalk amb Iker M\u00fagica: \u00abNo se&#8217;m fa b\u00e9 mentir, aix\u00ed que em vaig fer publicista\u00bb"},"content":{"rendered":"\n<p>I <strong>ker M\u00fagica<\/strong> podria haver estat advocat o periodista, per\u00f2 confessa que no se li d\u00f3na b\u00e9 mentir i que, precisament per aix\u00f2, va decidir ser publicista. I encara sort, perqu\u00e8 el <em>matx<\/em> entre Iker i After segueix viu despr\u00e9s de 7 anys en qu\u00e8. han passat moltes coses. Iker \u00e9s director creatiu executiu a l&#8217;ag\u00e8ncia, defineix el futur de la publicitat com a \u00abbrillant\u00bb, i si pogu\u00e9s agafar dem\u00e0 un avi\u00f3 a qualsevol part del m\u00f3n, no ho dubta: compraria bitllets per anar-se&#8217;n a les Maldives amb la fam\u00edlia.  <\/p>\n\n<p>En aquesta AfterTalk amb Iker M\u00fagica xerrem amb ell sobre la IA Generativa, sobre el seu repte m\u00e9s gran en la seva traject\u00f2ria professional i sobre com ha evolucionat el sector en els \u00faltims anys.<\/p>\n\n<p><strong>Quan alg\u00fa que no es dedica a la publicitat et pregunta qu\u00e8 fas al teu dia a dia, qu\u00e8 contestes?<\/strong><\/p>\n\n<p>Digueu el que digueu, sempre m&#8217;acaben preguntant si s\u00f3c dibuixant.<\/p>\n\n<p><strong>Per qu\u00e8 creatiu i no advocat, per exemple?<\/strong><\/p>\n\n<p>Vaig pensar a ser advocat. I tamb\u00e9 periodista. Per\u00f2 no em fa b\u00e9 mentir, aix\u00ed que em vaig fer publicista.  <\/p>\n\n<p><strong>Si haguessis d&#8217;escollir les tres qualitats m\u00e9s importants que ha de tenir un creatiu o creativa, quines triaries?<\/strong><\/p>\n\n<p>Escolta, empatia i valentia. Escolta perqu\u00e8 la resposta normalment la t\u00e9 el propi client sense saber-ho. Empatia perqu\u00e8 t&#8217;has de posar a la pell de qui rebr\u00e0 el missatge. I valentia perqu\u00e8 si no agites el vesper \u00e9s dif\u00edcil que ning\u00fa es giri a veure o escoltar el que has de dir.   <\/p>\n\n<p><strong>Recomana&#8217;m aquesta novel\u00b7la que t&#8217;ha fet somiar despert.<\/strong><\/p>\n\n<p>Llegeixo molt i tinc poca mem\u00f2ria, aix\u00ed que aquesta pregunta \u00e9s molt dif\u00edcil. Per\u00f2 vet aqu\u00ed una: <em>Una verdor terrible<\/em> , de <strong>Benjam\u00ed Labatut<\/strong> . <\/p>\n\n<p><strong>I ara aquesta pel\u00b7l\u00edcula que veus cada any durant les vacances.<\/strong><\/p>\n\n<p>M&#8217;encanta el cinema, <strong>per\u00f2<\/strong> gr\u00e0cies a l&#8217; <em>streaming<\/em> ja no <em>repeteixo<\/em> . <\/p>\n\n<p><strong>Si alguna de les teves filles et diu \u201cpapa, vull ser creativa\u201d, qu\u00e8 li diries?<\/strong><\/p>\n\n<p>Genial, per\u00f2 pensa tamb\u00e9 com guanyar\u00e0s diners amb la creativitat, que el romanticisme ha fet molt de mal.<\/p>\n\n<p><strong>En una \u00e8poca en qu\u00e8 les plataformes de continguts ofereixen com a atractiu plans lliures de publicitat, qu\u00e8 necessita una campanya per captar latenci\u00f3 del p\u00fablic?<\/strong><\/p>\n\n<p>Contar molt b\u00e9 alguna cosa que importa a molta gent, acostar-se el m\u00e9s possible a alguna cosa que pagaries per veure, o molestar molt alg\u00fa.<\/p>\n\n<p><strong>Des d&#8217;un punt de vista professional, qui us inspira?<\/strong><\/p>\n\n<p>No s\u00f3c res mit\u00f2man, per\u00f2 m&#8217;agrada molt la traject\u00f2ria de <strong>Carlos Bayala<\/strong> .<\/p>\n\n<p><strong>I a nivell personal?<\/strong><\/p>\n\n<p><strong>Sandra<\/strong> , la meva dona. M&#8217;ajuda a no oblidar que visc en societat i que si cuides els altres, els altres tamb\u00e9 et cuiden. <\/p>\n\n<p><strong>La pregunta del mili\u00f3: una ment creativa, \u00e9s ordenada o desordenada?<\/strong><\/p>\n\n<p>\u00c9s desordenada per buscar la idea i ordenada per fer-la realitat.<\/p>\n\n<p><strong>Si haguessis de predir el futur de la publicitat, com ho pintaries?<\/strong><\/p>\n\n<p>Brillant. Com va dir <strong>Toni Segarra<\/strong> , \u00absom el bra\u00e7 armat del capitalisme\u00bb. I, sortosament, el capitalisme no t\u00e9 pinta de desapar\u00e8ixer.  <\/p>\n\n<p><strong>Parla&#8217;m del projecte que creus que ha suposat per a tu el repte m\u00e9s gran en la teva carrera com a director creatiu.<\/strong><\/p>\n\n<p><em>\u00c9s de riure. Xou del Corredor Mediterrani <\/em>.\nConvertimos un aburrido proyecto de infraestructuras ferroviarias en un espect\u00e1culo de mon\u00f3logos que estrenamos en 4 ciudades.\nLa gente hac\u00eda cola para conseguir entradas.  <\/p>\n\n<p><strong>Arriba el moment de mullar-se: Amb quines s\u00e8ries et vindria de gust fer una marat\u00f3 durant un cap de setmana?<\/strong><\/p>\n\n<p>Amb la s\u00e8rie de la saga <em>Alien<\/em> que ha prom\u00e8s fer Disney+.<\/p>\n\n<p><strong>Quins consideres que han estat els canvis m\u00e9s rellevants del sector durant els darrers cinc anys?<\/strong><\/p>\n\n<p>La irrupci\u00f3 de la IA generativa, que nom\u00e9s acaba de comen\u00e7ar i canviar\u00e0 moltes coses els propers anys.<\/p>\n\n<p><strong>Qu\u00e8 opina Iker M\u00fagica de ChatGPT?<\/strong><\/p>\n\n<p>Tant ChatGPT com Bard em semblen unes eines incre\u00efbles, \u00e9s com tenir alg\u00fa amb qui conversar i pilotar idees. I s\u00f3c molt positiu, crec que la IA Generativa ajudar\u00e0 molt en nombroses \u00e0rees. <\/p>\n\n<p><strong>Qu\u00e8 t&#8217;aporta After perqu\u00e8 despr\u00e9s de 7 anys continu\u00efs apostant per aquesta ag\u00e8ncia?<\/strong><\/p>\n\n<p>Que tenim un punt de vista molt particular de la comunicaci\u00f3 i que seguim pensant en avan\u00e7ar-nos al que vindr\u00e0 <em>after<\/em> .<\/p>\n\n<p><strong>Finalment, si poguessis agafar dem\u00e0 un avi\u00f3 a qualsevol lloc del m\u00f3n, on aniries?<\/strong><\/p>\n\n<p>A les Maldives, amb la meva fam\u00edlia.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I ker M\u00fagica podria haver estat advocat o periodista, per\u00f2 confessa que no se li d\u00f3na b\u00e9 mentir i que, precisament per aix\u00f2, va decidir ser publicista. I encara sort, perqu\u00e8 el matx entre Iker i After segueix viu despr\u00e9s de 7 anys en qu\u00e8. han passat moltes coses. Iker \u00e9s director creatiu executiu a [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3638,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[66,80],"tags":[],"class_list":["post-4858","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-about-after-ca","category-blog-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AfterTalk amb Iker M\u00fagica: \u00abNo se&#039;m fa b\u00e9 mentir, aix\u00ed que em vaig fer publicista\u00bb - after | Agencia Creativa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/after-agency.com\/ca\/aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AfterTalk amb Iker M\u00fagica: \u00abNo se&#039;m fa b\u00e9 mentir, aix\u00ed que em vaig fer publicista\u00bb - after | Agencia Creativa\" \/>\n<meta property=\"og:description\" content=\"I ker M\u00fagica podria haver estat advocat o periodista, per\u00f2 confessa que no se li d\u00f3na b\u00e9 mentir i que, precisament per aix\u00f2, va decidir ser publicista. I encara sort, perqu\u00e8 el matx entre Iker i After segueix viu despr\u00e9s de 7 anys en qu\u00e8. han passat moltes coses. Iker \u00e9s director creatiu executiu a [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/after-agency.com\/ca\/aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista\/\" \/>\n<meta property=\"og:site_name\" content=\"after | Agencia Creativa\" \/>\n<meta property=\"article:published_time\" content=\"2024-05-09T08:33:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-28T08:13:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/after-agency.com\/wp-content\/uploads\/2024\/08\/IMG_6318-600x400-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Adriana Benito\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@SomosAfter\" \/>\n<meta name=\"twitter:site\" content=\"@SomosAfter\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adriana Benito\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/after-agency.com\/ca\/aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/after-agency.com\/ca\/aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista\/\"},\"author\":{\"name\":\"Adriana Benito\",\"@id\":\"https:\/\/after-agency.com\/ca\/#\/schema\/person\/d995fb2c6f2e8888c432be4ff108aeb0\"},\"headline\":\"AfterTalk amb Iker M\u00fagica: \u00abNo se&#8217;m fa b\u00e9 mentir, aix\u00ed que em vaig fer publicista\u00bb\",\"datePublished\":\"2024-05-09T08:33:00+00:00\",\"dateModified\":\"2025-04-28T08:13:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/after-agency.com\/ca\/aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista\/\"},\"wordCount\":779,\"publisher\":{\"@id\":\"https:\/\/after-agency.com\/ca\/#organization\"},\"image\":{\"@id\":\"https:\/\/after-agency.com\/ca\/aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/after-agency.com\/wp-content\/uploads\/2024\/08\/IMG_6318-600x400-1.jpg\",\"articleSection\":[\"About After\",\"Blog\"],\"inLanguage\":\"ca\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/after-agency.com\/ca\/aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista\/\",\"url\":\"https:\/\/after-agency.com\/ca\/aftertalk-amb-iker-mugica-no-sem-fa-be-mentir-aixi-que-em-vaig-fer-publicista\/\",\"name\":\"AfterTalk amb Iker M\u00fagica: \u00abNo se'm fa b\u00e9 mentir, aix\u00ed que em vaig fer publicista\u00bb - 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