IkerMúgica could have been a lawyer or a journalist, but he confesses that he is not good at lying and that is precisely why he decided to become a publicist. And just as well, because the match between Iker and After is still alive after 7 years in which many things have happened. Iker is executive creative director at the agency, he defines the future of advertising as “brilliant”, and if he could take a plane to any part of the world tomorrow, he wouldn’t hesitate: he would buy tickets to go to the Maldives with his family.
In this AfterTalk with Iker Múgica we chat with him about Generative AI, about his biggest challenge in his professional career and about how the sector has evolved in recent years.
When someone who is not in advertising asks you what you do on a daily basis, what do you answer?
Whatever I say, I always end up being asked if I am a cartoonist.
Why creative and not a lawyer, for example?
I thought about becoming a lawyer. And also a journalist. But I’m not good at lying, so I became a publicist.
If you had to choose the three most important qualities a creative should possess, which ones would you choose?
Listening, empathy and courage. Listening because the client usually has the answer without knowing it. Empathy because you have to put yourself in the shoes of the person who is going to receive the message. And courage because if you don’t stir up the hornet’s nest, it is difficult for anyone to turn around to see or hear what you have to say.
Recommend me that novel that made you daydream.
I read a lot and have a short memory, so this question is very difficult. But here’s one: Un verdor terrible, by Benjamin Labatut.
And now that movie you watch every year during the vacations.
I love movies, but thanks to streaming I no longer repeat. The movie I watched the most times was James Cameron’s Aliens The Return.
If one of your daughters says to you, “Daddy, I want to be creative,” what would you tell her?
Great, but also think about how you’re going to make money with creativity, which romanticism has done a lot of damage.
At a time when content platforms are offering ad-free plans as an attraction, what does a campaign need to capture the audience’s attention?
Tell something that matters to a lot of people very well, get as close as possible to something you would pay to see, or annoy someone a lot.
From a professional point of view, who inspires you?
I am not a mythomaniac at all, but I really like Carlos Bayala’s trajectory.
And on a personal level?
Sandra, my wife. She helps me not to forget that I live in society and that if you take care of others, others also take care of you.
The million-dollar question: is a creative mind orderly or disorderly?
It is disorderly to look for the idea and orderly to make it happen.
If you had to predict the future of advertising, how would you paint it?
Brilliant. As Toni Segarra said, “we are the armed wing of capitalism”. And, fortunately, capitalism does not look like disappearing.
Tell me about the project that you think has been the biggest challenge for you in your career as a creative director.
It’s a laugh. Mediterranean Corridor Show . Convertimos un aburrido proyecto de infraestructuras ferroviarias en un espectáculo de monólogos que estrenamos en 4 ciudades. La gente hacía cola para conseguir entradas.
It’s time to ask yourself: Which series would you like to marathon over a weekend?
With the series of the Alien saga that Disney + has promised to make.
What do you consider to have been the most relevant changes in the sector over the last five years?
The irruption of generative AI, which has only just begun and will change many things in the coming years.
What does Iker Múgica think of ChatGPT?
Both ChatGPT and Bard seem to me to be amazing tools, it’s like having someone to chat and brainstorm with. And I’m very positive, I think Generative AI is going to help a lot in many areas.
What does After bring to you so that after 7 years you continue to bet on this agency?
That we have a very particular point of view of communication and that we continue to think ahead of what’s coming next.
Finally, if you could take a plane anywhere in the world tomorrow, where would you go?
To the Maldives, with my family.
