We define ourselves as the company that places strategy at the heart of the business, we have agitated and added value to recognized projects in the region throughout our career and, at the same time, we work hand in hand with the offices in Madrid and Barcelona for projects throughout the country. We have been involved in the brand building of Valencia Ciudad del Running for 10 years now.

We promoted the launch of the regional channel À Punt through the creation of the naming, visual identity and communication style. We have accompanied the Valencian Association of Entrepreneurs in the activations of its #QuieroCredoror movement, in 7 editions of its great Business Act and in the two editions of the Barometer of Valuation of the Entrepreneur. We also collaborate in the Half Marathon and the Trinidad Alfonso Valencia Marathon year after year.

In addition, we have been an active part of the creation of the brand identity of the Centro de Arte Hortensia Herrero, a unique cultural space that treasures more than 100 works of 50 contemporary artists. And these are just some of the projects that After has had the opportunity and pride to work on.

On the other hand, our team in Valencia continues to add talent and we have incorporated three new professionals to the staff in recent months: Elena Aguilar, Irene García and Marina Soriano, who have joined the management and project areas.
In the words of Jordi Durán, partner and Client General Manager: “The change of office is a very exciting new cycle for the team and a stimulus to continue growing in talent and new projects”.

La entrada After strengthens its presence in Valencia: new headquarters and more incorporations se publicó primero en after | Agencia Creativa.

La entrada AfterLab, After’s new technology area se publicó primero en after | Agencia Creativa.

The turnover and the advertising agency sector go hand in hand. What does After have that makes you continue betting on it after 13 years?

It’s constantly moving. So much so that every year it feels like I’m working in a new agency.

You’ve recently been promoted to General Creative Director. Will you stay for another decade?

My idea is to stay true to the company’s motto: “When I see that I can no longer contribute, I’ll step aside.”

Toni, does a creative person have to be born or made?

Just as we all have a child—and a serial killer—inside us, we also have a creative side. And just like in the other two cases, you just need to give it an excuse to come out.

Are people tired of seeing advertising?

When has there ever been a moment when they weren’t tired?

Let’s twist this a bit. What movie could you watch on repeat and which one do you fall asleep to within five minutes?

Actually, I find it hard to watch something on repeat. Just as I find it hard to fall asleep in five minutes. But I could spend an entire weekend binge-watching 5 seasons of a new series. That I could do on repeat.

And speaking of falling asleep, what does a campaign need, creatively speaking, to avoid being a bore?

A client, whether a marketing director or brand manager, who is eager to do different things.

Do all creatives dream of going to the Cannes Festival?

All creatives over 40 (or more).

Are you more of a beach or mountain person?

Beach. All year round.

13 years at After means a lot. If I asked you to choose your best work, the one you’re most proud of, the most creative of all, what would it be?

Alma de África, a football team made up only of immigrants. We convinced them to replace their names on their shirts with the racist insults they receive every game in their final league match.

And is this project also the one that has had the most impact in the industry?

Not at all. It didn’t even make the shortlist in any festival. But it had the most media impact: apart from appearing in all Spanish media, it ended up in the New York Times, ABC News, Fox…

What is the fine line that separates a correct campaign from a stale creative proposal?

Hmm… I’d say it’s the mood of the person impacted by the campaign. If it’s a product, insight, or message that doesn’t connect with them, then it’s a stale campaign. For that person, I mean.

Which brand would you love to create a campaign for that you haven’t worked with yet?

I’d like to work for any brand that is a competitor of one that has dismissed us in a non-paid pitch.

What does Toni Tugores do when his clients let him disconnect?

Actually, there’s a client who keeps me on my toes 24/7 with all my senses engaged: my daughter.

For those who are not in the industry, what is a normal day in a creative department like?

Have you seen the series Mad Men? Well, it’s nothing like that. In fact, it’s the opposite.

What is the worst sin of a creative department?

Believing that the adjective “creative” makes you special.

Can ChatGPT replace the role of a creative?

I don’t think so. But people who know how to use it might.

When you go to a restaurant, what is the dish you always order?

Meat with potatoes. Unless I’m with a vegan. In that case, I also order salad.

Which creative do you admire?

I admire a new one every week. Last week, a mechanic from Les Franqueses. This week, a nurse from Hospital Juaneda. I’m amazed by people who apply creativity in fields other than creativity.

What book could you read more than once without getting tired of it?

¿Dónde vamos a bailar esta noche? by Javier Aznar. In fact, it’s the only book I’ve read twice.

A piece of advice for future creatives.

I think it should be the other way around: What advice do young creatives give us?

If you were born again, would you choose to do this again?

I don’t know, to be honest. But I would have liked to have started this 40 years ago.

La entrada AfterTalk with Toni Tugores: “I love people who apply creativity in a field that is alien to them. se publicó primero en after | Agencia Creativa.

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.

La entrada AfterTalk with Iker Múgica: “I’m not good at lying, so I became an advertiser” se publicó primero en after | Agencia Creativa.

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.

La entrada AfterTalk with Iker Múgica: “I’m not good at lying, so I became a publicist”. se publicó primero en after | Agencia Creativa.

Did you always know you wanted to go into advertising?

When I was little I wanted to be a computer scientist because they said it was the future (I belong to that generation that lived the arrival of the internet at home), and well, they weren’t so wrong. But I found the computer extracurriculars extremely boring, and when I had to decide on a university career I was sure that I wanted something that united the artistic world with the business world.

Within a creative agency there are many areas. Why strategy?

Because they gave me feedback at the right time. In my first internship in an agency (Ogilvy), the creative director made me see that I spent more time trying to understand and contribute to the briefing than to the creative response, so she advised me to go towards planning. Thank you, Aina Cortina.

After and strategy go hand in hand. So much so, that the agency always defends that it is at the heart of the business. Without strategy, there are no brands?

Without a strategy, there is hardly anything long-term. Products may be short-term, brands are not. Although, at the beginning, devoting resources to strategy seems to slow down the process, without strategy there are no agreed criteria for making decisions and that, in the long run, is a much greater waste of time and money.

If you had to explain exactly what advertising strategy consists of to someone who is not in the advertising business, how would you do it?

I tell my family that I am in charge of defining what to communicate and the creatives are in charge of how to tell it. Sometimes, I also explain that in strategy we ask the right questions to inspire creativity to find the best solutions. At After we have a maxim: “Less old answers, more new questions”.

This has nothing to do with it, but from which movie do you know its dialogues almost by heart?

No good, because I’m going to tell you a movie I’ve seen many times from my childhood, like Back to the Future or Star Wars, from when I still watched dubbed movies. But now I prefer stories told by women, or at least movies that pass the Bechdel test. I could tell you a line from Sofia Coppola‘s Lost in Translation. I guess it marked me because I saw it at a time in my life when I was also living in Japan.

And if you had to fly to a faraway destination, what book would you pack in your suitcase for the trip?

I wouldn’t mind reading again A Brave New World, by Aldous Huxley, or Nobody Sleeps, by Barbijaputa. Although now I have several books pending that my friends have given me for my 40th birthday, such as Cauterio, by Lucía Lijtmaer.

Agnès, you’re a veteran at After: you’ve been with the agency for 9 years. Of all the projects you have contributed to, which one are you most proud of?

There are two things I am especially proud of. The first is to contribute to the people who work with me and to see them grow. And the second is to promote the After 2030 plan, which is a set of actions to address different SDGs and where we collaborate with social entities, which show us that a better world is feasible.

Strategy director and full-time mother. How does Agnès manage to reconcile?

It would be nice if we also asked this question to parents. In my case, I won’t lie to you, navigating the guilt of not getting to everything as I would like.

What differentiating methodology does After apply so that a brand can find a good positioning?

Shortly after joining After, I was in charge of developing my own methodology that put the agency’s way of thinking in order. I immediately understood how Marc Ros and Risto Mejide sought to shake with the greatest strategic rigor through disruptive questions. That is how the PQC© methodology was born, which, to this day, is still the methodology we use, both internally and in creative processes with clients.

Toni Segarra says that the difference between one brand and another is built much more from the tone than from the speech. What do you think?

I will not be the one to disagree with “Tono” Segarra. Personality has been the great forgotten of traditional branding, because the important thing was the brand message. It was defined with general adjectives such as “approachable, friendly and positive”, which is boring and undifferentiated. But today, brands are not in the business of repeating a message over and over again; they are in a constant conversation. And, in a conversation, the tone is more important than the message. That’s why, when I help define the personality and tone of a brand, I try to go beyond the obvious, even forcing some adjective or attribute to be not quite positive, just like people.

At what level can Artificial Intelligence be applied in a strategy department?

As in all areas, AI helps, but does not replace. Right now we are using AI for the context analysis part. Not only because machines process large amounts of information faster than we do and can make good summaries, but also because they can already draw conclusions by detecting opportunities. We will surely make a lot of progress in its use in the coming years, but, let’s not fool ourselves, AI learns through predictive patterns, and it is precisely the most brilliant strategies transcend the predictable. I am convinced that the intuition of the human mind is essential in strategy.

What do you think will be the main trends in the sector this year?

When the industry talks about trends, it focuses a lot on technologies, formats and channels. But I’m more interested in social trends, how society is changing its values and behaviors. So, I’m sorry to say, I read sociologists more than industry magazines. I would like to mention a couple of trends I am working with. The first is society’s growing interest in mental health and emotional well-being, so if 20 years ago the trend toward healthy consumption changed everything, now mental health is clearly changing consumption priorities as well. The second trend is the difficulty of knowing the truth. There is wide access to information without knowing how to verify it. At the agency, for some time now, with our friends at Verificat, we have been thinking about how brands should take responsibility against misinformation.

What is the main problem facing advertising today?

I answer you with another question, Problem for whom? For society and audiences? For those of us who make a living from advertising? Or for those who need advertising to sell? If we are talking about those who make a living from the effectiveness of advertising, for years now with the infoxication and fragmentation of the audience, the problem is the capacity of reach and relevance of the brands. We have tried with branded content, with micro-segmentation or with brands with purpose. But… it’s not solved. I still see, today, wasted investments in content that reaches very few people. We need to link actions much more to measurable results, to put more science into our profession. I think we strategists have work to do for years.

Who inspires you professionally?

Many of our clients are an inspiration to me. The best thing about our profession is working for a great diversity of sectors and companies and being able to be close to the business leaders who influence our society. I will give you some names: Marieta Jimenez, European Vice President of the science and technology company Merck, who has been and is an inspiration in the empowering leadership model. Also Clara Navarro who, as CEO of the Ship2B Foundation, has shown me that the business world and the social world must go hand in hand. And finally Elena Massot, CEO of the real estate developer Vertix, whom I have recently met and is an example of entrepreneurial culture that keeps a team proud for decades.

What about personnel?

Well, I guess the people I listen to and read, who are not famous. For example, in motherhood and parenting, Paola Roig, Andrea Ros or Judit Besora. In feminism, Ana de Miguel, Iris Borda or Júlia Salander. And my friends. I surround myself with brilliant women, some of them I have met thanks to After, and they are also an inspiration for me.

What does Agnès like to do in her free time?

Free time, what is that? I used to travel and go to concerts and festivals. Now, while commuting to the agency, I listen to podcasts on culture, feminism and parenting.

If you had a time machine and could go back, would you choose the strategy again?

Strategy yes, advertising strategy maybe not. I don’t like to repeat myself, but I think I would inevitably end up in the most strategic part of any industry.

One more thing… a thank you to Adriana Benito, who made this AfterTalk possible by asking the right questions.

La entrada Agnès Riba, After’s strategy director: “Without strategy, there is hardly anything long-term”. se publicó primero en after | Agencia Creativa.

Sara Castrillo, with a degree in Advertising and Public Relations from the Universitat Ramon Llull and a master’s degree in Art Direction, has more than 10 years of experience in the sector, where she has worked for clients such as Campari, Naturgy, Coca-Cola, LEVEL, Aldi and Nestlé. Sara, associated with Más Mujeres Creativas, this year will be part of the jury of the Premis Impacte, awarded by the Col-legi del Màrqueting i la Comunicació de Catalunya.

In Sara’s words: “I am very excited to be able to respond to the trust that After has placed in me in this new role. It is a leap that I am delighted to take”.

At After we value talent and we are completely faithful to this premise: throughout 2023, we incorporated 18 new members to the agency and promoted 8 profiles, among them Toni Tugores, general creative director; or Èlia de Lama, creative director. The company has confidence in the professionals who work in-house and in 2024 we will continue along the same lines, since people are one of the cornerstones of our strategy, along with processes and product.

According to Alexis Ferran, executive general manager at After: “The commitment to talent is non-negotiable at After, as it is the main factor in the satisfaction of our clients and the achievement of the sustainable growth set out in our Strategic Plan 2024-26”.

La entrada After promotes Sara Castrillo as Head of Art se publicó primero en after | Agencia Creativa.

Did you always know you wanted to work in advertising?

Not at all. As a child, I wanted to be a computer scientist because they said it was the future (I’m from that generation that experienced the arrival of the internet at home), and well, they weren’t entirely wrong. But the extracurricular computer science class seemed extremely boring to me, and when I had to choose a university career, I knew I wanted something that combined the artistic world with the business world.

Within a creative agency, there are many areas. Why strategy?

Because I received feedback at the right time. During my first internship at an agency (Ogilvy), the creative director pointed out that I spent more time trying to understand and contribute to the briefing than in the creative response, so she advised me to move towards planning. Thanks, Aina Cortina.

After and strategy go hand in hand. So much so that the agency always argues it is at the heart of the business. Without strategy, are there no brands?

Without strategy, it is difficult to have anything long-term. Products may be short-term, but brands are not. Although initially, dedicating resources to strategy might seem to slow down the process, without strategy, there are no agreed-upon criteria for making decisions, which, in the long run, is a much greater waste of time and money.

If you had to explain exactly what strategy applied to advertising is to someone who doesn’t work in this field, how would you do it?

I tell my family that I define what to communicate, and the creatives handle how to tell it. Sometimes, I also explain that in strategy, we ask the right questions to inspire creativity to find the best solutions. At After, we have a motto: “Fewer of the same old answers, more new questions.”

This is unrelated, but which movie do you know almost by heart?

It doesn’t count because I’ll mention a movie I watched many times in my childhood, like Back to the Future or Star Wars, from when I still watched movies dubbed. But now I lean more towards stories told by women or at least films that pass the Bechdel test. I could tell you a quote from Lost in Translation, by Sofia Coppola. I suppose it marked me because I watched it during a stage of my life when I was also living in Japan.

And if you had to fly to a distant destination, which book would you pack in your suitcase for the trip?

I wouldn’t mind reading Brave New World by Aldous Huxley again, or Nadie duerme by Barbijaputa. Although now I have several books pending that my friends gave me for my 40th birthday, such as Cauterio by Lucía Lijtmaer.

Agnès, you are a veteran at After: you’ve been at the agency for 9 years. Of all the projects you’ve contributed to, which one are you most proud of?

There are two things I’m particularly proud of. The first is contributing to the people who work with me and seeing them grow. The second is driving the After 2030 plan, which is a set of actions to address different SDGs and where we collaborate with social entities that show us that a better world is possible.

Strategy Director and full-time mother. How does Agnès manage to balance both?

It would be good if we also asked this question to fathers. In my case, I won’t lie, I navigate the guilt of not being able to do everything as I would like.

What differentiating methodology does After apply so that a brand can find a good positioning?

Shortly after joining After, I developed a proprietary methodology that organized the agency’s way of thinking. I quickly understood how Marc Ros and Risto Mejide sought to shake things up with the utmost strategic rigor through disruptive questions. Thus, the PQC© methodology (short for Why, What, and How) was born, which today is still the methodology we use, both for internal work and for creation processes with clients.

Toni Segarra says that the difference between one brand and another is built much more from the tone than from the discourse. What do you think?

I won’t be the one to disagree with “Tone” Segarra. Personality has been the great forgotten element of traditional branding because what mattered was the brand message. It was defined with general adjectives like “approachable, friendly, and positive,” which is boring and undifferentiated. But today, brands don’t just repeat a message over and over; they are in constant conversation. And in a conversation, tone is more important than the message. That’s why, when I help define a brand’s personality and tone, I try to go beyond the obvious, even forcing some adjectives or attributes to be not entirely positive, just like people.

At what level can Artificial Intelligence be applied in a strategy department?

Like in all areas, AI helps but does not replace. Right now, we’re using AI for context analysis. Not only because machines process a lot of information faster than we do and can make good summaries, but also because they can now draw conclusions by detecting opportunities. We will surely make significant progress in its use over the next few years, but let’s not fool ourselves; AI learns through predictive patterns, and the most brilliant strategies transcend the predictable. I am convinced that human intuition is essential in strategy.

What do you think will be the main trends in the sector this year?

When the sector talks about trends, it focuses a lot on technologies, formats, and channels. But I’m more interested in social trends, how society is changing its values and behaviors. Therefore, I’m sorry to say that I read more sociologists than industry magazines. I’d like to mention a couple of trends I’m working on. The first is the growing interest in mental health and emotional well-being, so if 20 years ago the trend toward healthy consumption changed everything, now mental health is also clearly changing consumption priorities. The second trend is the difficulty in knowing the truth. There is broad access to information without knowing how to verify it. At the agency, we have been working with our friends from Verificat on how brands should be responsible for combating misinformation.

What is the main problem advertising faces today?

I’ll answer with another question: Problem for whom? For society and audiences? For those of us who live off advertising? Or for those who need advertising to sell? If we’re talking about those who live from advertising effectiveness, for years now, with information overload and audience fragmentation, the problem has been reach and relevance for brands. We’ve tried branded content, micro-segmentation, or purpose-driven brands. But… it’s not resolved. I still see, today, investments wasted on content that reaches very few people. We need to link actions much more to measurable results, apply more science to our profession. I think strategists have work for years.

Who inspires you professionally?

Many of our clients are an inspiration to me. The best part of our profession is working for a wide variety of sectors and companies and being close to business leaders who influence our society. Let me give you a few names: Marieta Jiménez, European Vice President of the science and technology company Merck, who has been and is an inspiration in empowering leadership. Also Clara Navarro, as General Director of the Ship2B Foundation, who has shown me that the business world and the social world must go hand in hand. And finally, Elena Massot, CEO of the real estate developer Vertix, whom I’ve met recently and is an example of corporate culture that keeps a team proud for decades.

And personally?

Well, I suppose the people I listen to and read, who aren’t famous. For example, in parenting, Paola Roig, Andrea Ros, or Judit Besora. In feminism, Ana de Miguel, Iris Borda, or Júlia Salander. And my friends. I surround myself with brilliant women, some of whom I’ve met thanks to After, and they are also an inspiration to me.

What does Agnès like to do in her free time?

Free time, what’s that? I used to travel and go to concerts and festivals. Now, while commuting to the agency, I listen to podcasts about culture, feminism, and parenting.

If you had a time machine and could go back, would you choose strategy again?

Strategy yes, advertising strategy maybe not. I don’t like to repeat myself, but I think I would inevitably end up in the most strategic part of any sector.

One more thing… a thank you to Adriana Benito, who made this AfterTalk possible by asking the right questions.

La entrada Agnès Riba, Strategy Director at After: “Without strategy, there is hardly anything long-term” se publicó primero en after | Agencia Creativa.

Sara Castrillo, who holds a degree in Advertising and Public Relations from Universitat Ramon Llull and a master’s in Art Direction, has over 10 years of experience in the sector, having worked for clients such as Campari, Naturgy, Coca-Cola, LEVEL, Aldi, and Nestlé. Sara, associated with Más Mujeres Creativas, will be part of the jury for the Premis Impacte this year, awarded by the Col·legi del Màrqueting i la Comunicació de Catalunya.

In Sara’s words: “I am very excited to be able to respond to the trust that After has placed in me from this new role. It is a leap that I am delighted to take.”

At After, we value talent and are completely faithful to this premise: throughout 2023, we added 18 new members to the agency and promoted 8 profiles, including Toni Tugores, Creative General Director; and Èlia de Lama, Creative Director. From the company, we trust the professionals who work within the house, and in 2024 we will continue along the same lines, as people are one of the fundamental pillars of our strategy, along with processes and the product.

According to Alexis Ferran, CEO of After: “The commitment to talent is non-negotiable at After, as it is the main factor for client satisfaction and the achievement of sustainable growth set out in our Strategic Plan 2024-26.”

La entrada After promotes Sara Castrillo to Head of Art se publicó primero en after | Agencia Creativa.

This edition was baptized as Brand Blockbusters, and if there is one thing we cannot deny, it is that phenomena like Barbie have filled theaters and have generated conversation in traditional media and social channels. Marc Ros, CEO and founder of After and honorary member of the BCMA, was in charge of welcoming the attendees: “We are the openers for a great evening. Little could we have imagined in 2011 that 13 years later we would be here around a discipline that was then barely talked about. This was born as a company event in which we started to bring together people from media, agencies and advertisers. We even invited the competition, to the surprise of many. Today we are celebrating something big, which highlights how important it is to collaborate for the advancement of the sector. This would not be possible without the 100 partners of BCMA Spain. Branducers9 today belongs to all of us”.

Undoubtedly, one of the highlights of Branducers9 was the talk held by Risto Mejide and Toni Segarra in the famous chester in which they discussed topics such as the need to build their own audiences in the fragmented communication ecosystem; or a deep reflection on creativity and brands, which must return to look at the long term.

On the other hand, Beltrán Gortázar, CEO of Suma Content, and Marcelo Romeo, CMO of Newsan, also gave inspiring presentations. Gortázar revealed to the audience the working model Suma Content uses, the “6-3-2 model”: they develop 6 projects a year, produce 3 of them and deliver 2 at the end of the year. Thanks to this method, Los Javis’ production company has achieved great successes such as Veneno, Cardo and La Mesías.

As for Marcelo Romeo, the professional who inspired the movie The Manager, he unraveled the keys to Noblex’s campaign, the most relevant in Argentina so far this century. Romeo promised to return the money for a certain TV model if Argentina did not qualify for the 2018 World Cup in Russia. In 2022, for the World Cup in Qatar, the condition was the other way around: they promised to return the amount of the TV sets if the national team won. Undoubtedly, this is an example of how to take risks and how to get a brand in the minds of an entire country.

La entrada After promotes Branducers for the ninth consecutive year se publicó primero en after | Agencia Creativa.