{"id":4867,"date":"2024-05-09T10:33:00","date_gmt":"2024-05-09T08:33:00","guid":{"rendered":"https:\/\/after-agency.com\/aftertalk-with-iker-mugica-im-not-good-at-lying-so-i-became-a-publicist\/"},"modified":"2024-10-01T14:03:15","modified_gmt":"2024-10-01T12:03:15","slug":"aftertalk-with-iker-mugica-im-not-good-at-lying-so-i-became-a-publicist","status":"publish","type":"post","link":"https:\/\/after-agency.com\/en\/aftertalk-with-iker-mugica-im-not-good-at-lying-so-i-became-a-publicist\/","title":{"rendered":"AfterTalk with Iker M\u00fagica: “I’m not good at lying, so I became a publicist”."},"content":{"rendered":"\n

IkerM\u00fagica<\/strong> 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.\nAnd just as well, because the match<\/em> between Iker and After is still alive after 7 years in which many things have happened.\nIker 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. <\/p>\n\n

In this AfterTalk with Iker M\u00fagica 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.<\/p>\n\n

When someone who is not in advertising asks you what you do on a daily basis, what do you answer?<\/strong><\/p>\n\n

Whatever I say, I always end up being asked if I am a cartoonist.<\/p>\n\n

Why creative and not a lawyer, for example?<\/strong><\/p>\n\n

I thought about becoming a lawyer.\nAnd also a journalist.\nBut I’m not good at lying, so I became a publicist. <\/p>\n\n

If you had to choose the three most important qualities a creative should possess, which ones would you choose?<\/strong><\/p>\n\n

Listening, empathy and courage.\nListening because the client usually has the answer without knowing it.\nEmpathy because you have to put yourself in the shoes of the person who is going to receive the message.\nAnd 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. <\/p>\n\n

Recommend me that novel that made you daydream.<\/strong><\/p>\n\n

I read a lot and have a short memory, so this question is very difficult.\nBut here’s one: Un verdor terrible<\/em>, by Benjamin Labatut<\/strong>. <\/p>\n\n

And now that movie you watch every year during the vacations.<\/strong><\/p>\n\n

I love movies, but thanks to streaming<\/em> I no longer repeat.\nThe movie I watched the most times was James Cameron’<\/strong>s Aliens The Return<\/em>. <\/p>\n\n

If one of your daughters says to you, “Daddy, I want to be creative,” what would you tell her?<\/strong><\/p>\n\n

Great, but also think about how you’re going to make money with creativity, which romanticism has done a lot of damage.<\/p>\n\n

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?<\/strong><\/p>\n\n

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.<\/p>\n\n

From a professional point of view, who inspires you?<\/strong><\/p>\n\n

I am not a mythomaniac at all, but I really like Carlos Bayala’<\/strong>s trajectory.<\/p>\n\n

And on a personal level?<\/strong><\/p>\n\n

Sandra<\/strong>, my wife.\nShe helps me not to forget that I live in society and that if you take care of others, others also take care of you. <\/p>\n\n

The million-dollar question: is a creative mind orderly or disorderly?<\/strong><\/p>\n\n

It is disorderly to look for the idea and orderly to make it happen.<\/p>\n\n

If you had to predict the future of advertising, how would you paint it?<\/strong><\/p>\n\n

Brilliant.\nAs Toni Segarra<\/strong> said, “we are the armed wing of capitalism”.\nAnd, fortunately, capitalism does not look like disappearing. <\/p>\n\n

Tell me about the project that you think has been the biggest challenge for you in your career as a creative director.<\/strong><\/p>\n\n

It’s a laugh.\nMediterranean Corridor Show <\/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

It’s time to ask yourself: Which series would you like to marathon over a weekend?<\/strong><\/p>\n\n

With the series of the Alien<\/em> saga that Disney + has promised to make.<\/p>\n\n

What do you consider to have been the most relevant changes in the sector over the last five years?<\/strong><\/p>\n\n

The irruption of generative AI, which has only just begun and will change many things in the coming years.<\/p>\n\n

What does Iker M\u00fagica think of ChatGPT?<\/strong><\/p>\n\n

Both ChatGPT and Bard seem to me to be amazing tools, it’s like having someone to chat and brainstorm with.\nAnd I’m very positive, I think Generative AI is going to help a lot in many areas. <\/p>\n\n

What does After bring to you so that after 7 years you continue to bet on this agency?<\/strong><\/p>\n\n

That we have a very particular point of view of communication and that we continue to think ahead of what’s coming next<\/em>.<\/p>\n\n

Finally, if you could take a plane anywhere in the world tomorrow, where would you go?<\/strong><\/p>\n\n

To the Maldives, with my family.<\/p>\n","protected":false},"excerpt":{"rendered":"

IkerM\u00fagica 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 […]<\/p>\n","protected":false},"author":2,"featured_media":3639,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67,81],"tags":[],"class_list":["post-4867","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-about-after-en","category-blog-en"],"yoast_head":"\nAfterTalk with Iker M\u00fagica: "I'm not good at lying, so I became a publicist". - 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\/en\/aftertalk-with-iker-mugica-im-not-good-at-lying-so-i-became-a-publicist\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AfterTalk with Iker M\u00fagica: "I'm not good at lying, so I became a publicist". - after | Agencia Creativa\" \/>\n<meta property=\"og:description\" content=\"IkerM\u00fagica 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. 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