{"id":5762,"date":"2024-01-08T10:53:00","date_gmt":"2024-01-08T09:53:00","guid":{"rendered":"https:\/\/after-agency.com\/aftertalk-amb-toni-tugores-mencanta-la-gent-que-aplica-la-creativitat-en-un-ambit-alie-a-ella\/"},"modified":"2025-04-28T10:13:44","modified_gmt":"2025-04-28T08:13:44","slug":"aftertalk-amb-toni-tugores-mencanta-la-gent-que-aplica-la-creativitat-en-un-ambit-alie-a-ella","status":"publish","type":"post","link":"https:\/\/after-agency.com\/ca\/aftertalk-amb-toni-tugores-mencanta-la-gent-que-aplica-la-creativitat-en-un-ambit-alie-a-ella\/","title":{"rendered":"AfterTalk amb Toni Tugores: \u00abM’encanta la gent que aplica la creativitat en un \u00e0mbit ali\u00e8 a ella\u00bb"},"content":{"rendered":"\n

Toni Tugores<\/strong> \u00e9s una d’aquelles persones a qui la ment funciona de manera diferent de la resta. Fa 20 anys que \u00e9s al sector de la publicitat i 13 forma part de l’\u00e0nima d’After perqu\u00e8, segons ell, \u00ab\u00e9s una ag\u00e8ncia que est\u00e0 en constant moviment i cada any sembla que treballes en una nova\u00bb. Acaba de ser promocionat com a director general creatiu, per\u00f2 trenca mites i en aquesta AfterTalk ens desvetlla que el dia a dia en un departament creatiu \u00e9s tot el contrari a com ens ho han pintat a Mad Men<\/em> . Toni admira la gent que aplica la creativitat en un \u00e0mbit ali\u00e8 a ella, i t\u00e9 un client que l’obliga a estar-ne 24\/7 amb tots els sentits posats: la seva filla. Xerrem amb ell per con\u00e8ixer-lo una mica m\u00e9s. <\/p>\n\n

La rotaci\u00f3 i el sector de les ag\u00e8ncies de publicitat van de la m\u00e0. Qu\u00e8 t\u00e9 After perqu\u00e8 hi segueixis apostant despr\u00e9s de 13 anys? <\/strong>Que est\u00e0 en moviment constant. Tant, que cada any sembla que treballo en una ag\u00e8ncia nova. <\/p>\n\n

Has estat promocionat recentment com a director general creatiu, et quedar\u00e0s, doncs, una altra d\u00e8cada m\u00e9s?<\/strong>La meva idea \u00e9s ser fidel al lema de l?empresa: \u00abQuan vegi que ja no puc aportar, m?apartar\u00e9\u00bb.<\/p>\n\n

Toni, un creatiu neix o es fa?<\/strong><\/p>\n\n

De la mateixa manera que tots portem un nen -i un assass\u00ed en s\u00e8rie- dins, portem tamb\u00e9 un creatiu\/iva. I igual que en els dos primers casos, nom\u00e9s cal donar-li una excusa perqu\u00e8 en surti. <\/p>\n\n

Est\u00e0 la gent farta de veure publicitat?<\/strong><\/p>\n\n

En quin moment no n’ha estat farta?<\/p>\n\n

Donem-li un gir a aix\u00f2. Quina pel\u00b7l\u00edcula podries veure en bucle i amb quina et quedes adormit als cinc minuts? <\/strong><\/p>\n\n

La veritat \u00e9s que em costa veure alguna cosa a bucle. Igual que em costa quedar-me adormit als 5 minuts. Per\u00f2 em podria passar un cap de setmana sencer devorant 5 temporades d’una s\u00e8rie nova. Aix\u00f2 s\u00ed que ho podria fer en bucle. <\/p>\n\n

I, parlant de quedar-se adormit, qu\u00e8 necessita una campanya, a nivell creatiu, per no ser una llauna?<\/strong><\/p>\n\n

Un\/a client, ja sigui un director de m\u00e0rqueting o brand manager, amb ganes de fer coses diferents.<\/p>\n\n

Tots els creatius\/es somien anar al Festival de Cannes?<\/strong><\/p>\n\n

Tots els creatius de 40 anys (o m\u00e9s).<\/p>\n\n

Ets m\u00e9s de platja o de muntanya?<\/strong><\/p>\n\n

Platja. Tot l\u00b4any. <\/p>\n\n

13 anys a After donen per a molt. Si et deman\u00e9s que triessis quina ha estat la teva millor feina, de la qual et sents m\u00e9s orgull\u00f3s, la m\u00e9s creativa de tots, quina seria? <\/strong><\/p>\n\n

\u00c0nima d’\u00c0frica, un equip de futbol format nom\u00e9s per immigrants. <\/p>\n\n

I aquest projecte que has triat, \u00e9s tamb\u00e9 el que m\u00e9s repercussi\u00f3 ha tingut al sector?<\/strong><\/p>\n\n

Per res. Ni tan sols va passar la shortlist<\/em> a cap festival. Per\u00f2 \u00e9s el que ha tingut m\u00e9s repercussi\u00f3 medi\u00e0tica: a banda de sortir a tots els mitjans d’Espanya, va acabar al New York Times, a ABC News, a Fox\u2026 <\/p>\n\n

Quina \u00e9s la l\u00ednia prima que separa una campanya correcta d’una proposta creativa r\u00e0ncia?<\/strong><\/p>\n\n

Mmm\u2026 diria que l’estat d’\u00e0nim de la persona a qui impacta aquesta campanya. Si \u00e9s un producte, insight o missatge que no hi connecta, doncs \u00e9s una campanya r\u00e0ncia. <\/p>\n\n

Quina \u00e9s aquesta marca amb qu\u00e8 no has treballat ia la qual t’encantaria dissenyar-li una campanya creativa?<\/strong><\/p>\n\n

M’agradaria treballar per a qualsevol marca que fos compet\u00e8ncia d’alguna que ens hagi desestimat en un concurs no remunerat.<\/p>\n\n

Qu\u00e8 fa Toni Tugores quan els clients li permeten desconnectar?<\/strong><\/p>\n\n

En realitat hi ha un client que m’obliga a estar-ne 24\/7 amb tots els sentits posats: la meva filla.<\/p>\n\n

Perqu\u00e8 es facin una idea aquells que no pertanyen al sector, com \u00e9s un dia normal a un departament creatiu?<\/strong><\/p>\n\n

Has vist la s\u00e8rie Mad Men<\/em> ? Doncs no. De fet, tot al contrari. <\/p>\n\n

Quin \u00e9s el pecat pecat d’un departament creatiu?<\/strong><\/p>\n\n

Creure’s que l’adjectiu creatiu et fa especial.<\/p>\n\n

El ChatGPT pot arribar a suplir el perfil d’un creatiu?<\/strong><\/p>\n\n

No ho crec. Per\u00f2 s\u00ed les persones que s\u00e0piguen fer-lo servir. <\/p>\n\n

Quan vas a un restaurant, quin \u00e9s el plat que sempre demanes?<\/strong><\/p>\n\n

Carn amb patates. Tret que vagi amb un\/a veg\u00e0. En aquest cas demano amanida, tamb\u00e9. <\/p>\n\n

A quin creatiu\/iva admires?<\/strong><\/p>\n\n

Doncs cada setmana admiro un de nou. La setmana passada, un mec\u00e0nic de les Franqueses. Aquesta setmana \u00e9s una infermera de l’Hospital Juaneda. Em flipa la gent que aplica la creativitat a un \u00e0mbit que no sigui la creativitat. <\/p>\n\n

Quin llibre podries llegir m\u00e9s d’una vegada sense cansar-te’n?<\/strong>On ballarem aquesta nit?<\/em>, de Javier Aznar. De fet, \u00e9s l’\u00fanic que he llegit dues vegades. <\/p>\n\n

Un consell per a futurs creatius\/es.<\/strong><\/p>\n\n

Crec que hauria de ser al rev\u00e9s: Qu\u00e8 ens aconsellen els joves creatius?<\/p>\n\n

Si tornessis a n\u00e9ixer, tornaries a dedicar-te a aix\u00f2?<\/strong><\/p>\n\n

No ho s\u00e9, la veritat. Per\u00f2 s\u00ed que m’agradaria haver-me dedicat a aix\u00f2 fa 40 anys. <\/p>\n","protected":false},"excerpt":{"rendered":"

Toni Tugores \u00e9s una d’aquelles persones a qui la ment funciona de manera diferent de la resta. Fa 20 anys que \u00e9s al sector de la publicitat i 13 forma part de l’\u00e0nima d’After perqu\u00e8, segons ell, \u00ab\u00e9s una ag\u00e8ncia que est\u00e0 en constant moviment i cada any sembla que treballes en una nova\u00bb. Acaba […]<\/p>\n","protected":false},"author":2,"featured_media":3392,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[66],"tags":[],"class_list":["post-5762","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-about-after-ca"],"yoast_head":"\nAfterTalk amb Toni Tugores: \u00abM'encanta la gent que aplica la creativitat en un \u00e0mbit ali\u00e8 a ella\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-toni-tugores-mencanta-la-gent-que-aplica-la-creativitat-en-un-ambit-alie-a-ella\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AfterTalk amb Toni Tugores: \u00abM'encanta la gent que aplica la creativitat en un \u00e0mbit ali\u00e8 a ella\u00bb - after | Agencia Creativa\" \/>\n<meta property=\"og:description\" content=\"Toni Tugores \u00e9s una d’aquelles persones a qui la ment funciona de manera diferent de la resta. Fa 20 anys que \u00e9s al sector de la publicitat i 13 forma part de l’\u00e0nima d’After perqu\u00e8, segons ell, \u00ab\u00e9s una ag\u00e8ncia que est\u00e0 en constant moviment i cada any sembla que treballes en una nova\u00bb. 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