Iker Múgica could have been a lawyer or journalist, but he confesses that he is not good at lying and that, precisely for that reason, he decided to become an advertiser. And thank goodness, because the match between Iker and After is still going strong after 7 years in which many things have happened. Iker is the Executive Creative Director at the agency, defines the future of advertising as “brilliant,” and if he could catch a plane to anywhere in 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 discuss Generative AI, his biggest challenge in his professional career, and how the industry has evolved in recent years.
When someone who does not work in advertising asks you what you do in your day-to-day life, what do you answer?
No matter what I say, they always end up asking if I am a designer.
Why creative and not a lawyer, for example?
I thought about being a lawyer. And also a journalist. But I am not good at lying, so I became an advertiser.
If you had to choose the three most important qualities a creative should have, which would you choose?
Listening, empathy, and bravery. Listening because the answer is usually with the client without them knowing. Empathy because you need to put yourself in the shoes of the person who will receive the message. And bravery because if you don’t shake things up, it’s hard for anyone to turn around and see or hear what you have to say.
Recommend me that novel that made you daydream.
I read a lot and have a poor memory, so this question is very difficult. But here’s one: A Terrible Green, by Benjamín Labatut.
And now that movie you watch every year on vacation.
I love movies, but thanks to streaming I don’t repeat anymore. The movie I watched the most was Aliens: The Return, by James Cameron.
If one of your daughters told you “dad, I want to be a creative,” what would you say?
Great, but also think about how you will make money with creativity, as romanticism has caused a lot of harm.
In an era when content platforms offer ad-free plans as an attractive feature, what does a campaign need to grab the public’s attention?
To tell something very well that matters to a lot of people, to be as close as possible to something you would pay to see, or to really annoy someone.
From a professional perspective, who inspires you?
I’m not a fan of celebrities, but I really like Carlos Bayala’s career.
And on a personal level?
Sandra, my wife. She helps me not forget that I live in society and that if you take care of others, others will take care of you.
The million-dollar question: is a creative mind orderly or disorderly?
Disorderly to search for the idea and orderly to make it a reality.
If you had to predict the future of advertising, how would you paint it?
Brilliant. As Toni Segarra said, “we are the armed arm of capitalism.” And, fortunately, capitalism doesn’t look like it’s going to disappear.
Tell me about the project that you think has been the biggest challenge in your career as a creative director.
It’s laughable. Show del Corredor Mediterráneo. We turned a boring railway infrastructure project into a monologue show that we premiered in 4 cities. People queued up to get tickets.
It’s time to take a stand: which series would you like to binge-watch over a weekend?
The Alien saga series that Disney+ has promised to make.
What do you consider to be the most significant changes in the industry over the past five years?
The emergence of generative AI, which has just begun and will change many things in the coming years.
What does Iker Múgica think about ChatGPT?
Both ChatGPT and Bard seem like incredible tools to me; it’s like having someone to converse with and brainstorm ideas. And I am very positive, I believe generative AI will help a lot in many areas.
What does After offer you so that after 7 years you continue betting on this agency?
That we have a very unique perspective on communication and that we continue thinking about staying ahead of what will come after.
Finally, if you could catch a plane tomorrow to anywhere in the world, where would you go?
To the Maldives, with my family.
