Search Results for: gonzalo lopez marti

By Gonzalo López Martí – Creative director, etc. / LMMiami.com

• As I pointed out last week, not too long ago coffee was a stale, passé, commoditized product.
• To add a definitive nail to its coffin, some scientists in the late 80s found evidence indicating a potential correlation, if not causality, between coffee and certain forms of cancer.
• In the early 90s the thing was regarded as little more than liquid tobacco.
• A teeth-staining carcinogenic.
• Not unlike red wine, which was was headed in the same direction of discredit among consumers and public opinion.
• Wait!

By Gonzalo López Martí – Creative director, etc / LMMiami.com

• Virtue signaling is socialspeak for hypocrisy.
• It can be more or less performative.

By Gonzalo López Martí – Creative director, etc./LMMiami.com

• If you read my columns frequently, you already know that intellectual property is one of my obsessions.
• I am a staunch defender of private property, intellectual or otherwise.
• However, I tend to believe that originality is overrated.

By Gonzalo López Martí – Creative director, etc  /  LMMiami.com

• Marketing and its little sister advertising seem to make this mistake quite often: in trying to combat, say, tobacco or drugs, they unwittingly promote the use thereof.
• Simply by bringing their existence to the forefront.
• Sometimes, the best solution to a problem is ignoring it.
• The Robert Moses paradox.

By Gonzalo López Martí ? Creative director, etc. – LMMiami.com

• The brand of creativity we sell at Madison Avenue is increasingly stale, flat footed, devoid of reflexes.
• Clients are culprits of this reality too but, hey, a large chunk of our job description involves taking the fall for our clients’ mistakes.
• The proverbial scapegoat.
• We get paid for that too.

By Gonzalo López Martí – Creative director, etc. / LMMiami.com

• Scalability is the ability and proclivity for expansion and growth of a concept, process or platform.
• Not to be confused with “excess capacity”.
• “Bandwidth” can be used as synonym in certain cases though.
• In the business world, it is the ability to streamline and systematize a process with the least possible friction.

By Gonzalo López Martí – Creative director, etc. / LMMiami.com

• When the Winkelvoss twins, Cameron and Tyler, sued their ex Harvard chum Mark Zuckerberg under the accusation that he had stolen their idea for a social media platform, Mark’s answer was a smart one: social networks already existed.
• MySpace, Friendster and other now defunct companies were launched several years before Facebook.
• All Zucks did was improve something that’d already shown potential.

By Gonzalo López Martí – Creative director, etc  / LMMiami.com

• Last week I laid out the following theory: younger generations and, hence, fresh talent, simply don’t want to work in advertising anymore.
• If you are young and bright these days, Silicon Valley’s gravitational pull is way stronger than Madison Avenue’s.

By Gonzalo López Martí- Creative director, etc / LMMiami.com

• There’s a strange phenomenon in the rarefied atmosphere of professional tennis: for quite a while now the top slots of the men’s ranking has been ruled by dudes in their 30s.

By Gonzalo López Martí – Creative director, etc – MMiami.com

• Soaring medical costs on US soil are become prohibitive for a large percentage of the population.
• More and more patients are seeking treatments outside the fifty continental states.
• Particularly those without comprehensive healthcare coverage.

By Gonzalo López Martí- Creative director, etc. / LMMiami.com

• Advertising sometimes feels embarrassed about the fact that it is out to sell stuff.
• Hence sponsored content is based on the “when in Rome” premise: advertising must blend in.
• It must never look like an intrusion.

By Gonzalo López Martí – Creative director, etc./ LMMiami.com

• As I pointed out in a prior installment of this series of articles, for centuries, if not millennia, the conundrum of advertising has been how to calibrate a kosher level of integration with its vehicles and surroundings.
• How forthcoming should an ad, in the broadest sense of the word, be about its intentions?
• Should it blend in or stand out?

By Gonzalo López Martí – Creative director, etc. / LMMiami.com

• Does sponsored content pose a threat -another one- to ad agencies?

By Gonzalo López Martí – Creative director, etc. / LMMiami.com

• After having been exposed to so much advertising throughout our lifetimes our brains are wired to tune it out by default.
• Should we operate under the presumption that consumers will clam up on us if we are too overt about our intentions of separating them from their money or changing their opinion about something?

By Gonzalo López Martí – Creative director, etc. / LMMiami.com

• I was browsing through the pages of a recent issue of Fortune magazine (a paper copy, yes, they still print a few every month) and I counted 13 pages of sponsored content versus 13 pages of good ol’ ads.
• I noticed the difference immediately, of course.
• I have the trained eye of an advertising professional.

By Gonzalo López Martí – Creative director, etc. /    LMMiami.com

• A few days later, mi friend spots a suspicious post on Instagram: Mickey devouring a towering stack of waffles, piled high with a ½ lb of colorful toppings.
• Plus a ½ gallon açaí berry smoothie on the side.
• That very night mom and dad staged an intervention: how on earth had he paid for that shamefully instagrammed feast of sugary carbs & junkie proteins offset by a healthy beverage full of antioxidants?
• His explanation will surprise you.