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intro
At first, this collection was intended to replace the usual resume. I have tried to show in a couple of minutes the most relevant parts of my work experience and my learnings. In short, to tell the essentials, and make it easy to read. I hope I've succeeded.
What we call communication nowadays has greatly changed its meaning in recent years. It is no longer useful to talk about the barriers between formats or specialties, but the connections between them. In that sense, talking about advertising, television, journalism, events or planning leads us to a narrow vision that no longer applies. Today we understand the actions of communication as an integral relationship that goes in multiple directions at once.
What you will find next might be seen either as separate actions or, as I believe it is more interesting, as dierent approaches to the same purpose: to communicate.
a pleno sol
First music night radio program
live on air
1988 / Spain’s Public Radio Station. Learnings: how to operate a mixing desk; to make interviews; to know every kind of music in depth; to use my voice, and most important, to listen to my listeners.
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SELF-PROMOTION THE FIRST COPYWRITER OF A NEW CATEGORY
1991 / Telecinco. Learnings: to understand a tv channel from the inside; to promote mass media, something really useful today, as every one of us is its own media.
Why is everybody smoking Gold Coast?
1993 / N.C.A. Advertising. Learnings: to work as a creative; to try again and again a text; to understand clients and to sell everything, from cigarretes to washing machines.
1995 / GREY CHILE Executive Creative Direction/Advertising. Learnings: to open my mind to a new society. To fail without surrendering, to suceed without arrogance. To be part of a teamwork, to lead it, to trust in it. Good advertising is about reaching not the head but the heart of the people. It’s about communication.
telecommunications the next generation
1996 / VTR Creative Direction/Advertising. Learnings: to understand telecommunications as a whole integrated concept. And that everything would be flowing through one single cable in no time.
This Is Not Marlboro Country How we sent the world leading brand out of the chilean market
1997 / Kent. CHILETABACOS. Creative Direction/Advertising. Learnings: what a brand actually means to people. To compete globally and to play in a international teamwork.
I As first instruction manual for spanish agencies
1998 / VÍA DIGITAL. Corporación Multimedia. Script/Creativity. Learnings: The whole range of possibilities that the interactive media offers. To enjoy foreseeing what would be the next trend to come.
SAYONARA KUROSAWA
1999 / CINEMANĂ?A. Lintas. Creative Direction/Advertising. Learnings: to defend an idea not only when nobody attacks it but when nobody else cares about it. To start noticing that the advertising business, as we knew it, was a living dead.
2000 / Wasabi. First oine agency for online clients. Executive Creative Direction/ Advertising. Learnings: to live at first hand how the dot.com bubble exploded. To understand that the internet was not a highway, nor a encyclopaedia, but another map of real life.
Warming Cold Meat Communication
2001 / ELPOZO. Båsico. Executive Creative Direction/Advertising. Learnings: to build a food brand without talking about the foodstus. Pride is the main ingredient that feeds brands. They are no longer owned by the companies but by those who make them part of their lives
the TV program that created the book-trailer
2003 / CANAL 9. Direction/TV. Learnings: to create and run a brand new tv format. To keep trusting in team enthusiasm as an essential. And to improve while working.
first stand-up comedy cartoon for kids
2005 / ZINKIA. Content Creation. Learnings: to be part of collaborative task force made out of a worldwide distributed talent. Children sense of humor, stand-up comedy mechanisms and cartoon culture. Mass media would probably be the last to accept the reinventing laws of new media.
EIGHT MILLION SMALL CHANGES BECOME A big CHANGE
Communication Strategy for the Developement of the Information Society in Andalusia
2006 / Andalusia Regional Government. Learnings: to work with a government. It’s people who change technologies and not the other way round.
WITHOUT SLOGAN. WITHOUT CANDIDATE PIC. WITHOUT PRECEDENTS. AND MORE VOTES THAN EVER 2007 / Local Elections Alcalรก de Guadaira. Communication Strategy and Creativity. Learnings: to make a political campaign breaking the old school rules. Politicians are like cars; they must be sold always as if they were brand new.
when world leaders meet real people
2007 / Andalusia Regional Government. VODAFONE. Creativity for Big Events. Learnings: to imagine xxl size events. To bring an idea of the future to a present experience. To invent a path that leads Bob Geldof, Kofi Annan, Rigoberta MenchĂş, Eduardo Aninat and some other global leaders to meet the necessities of real people.
thefirstavatarsponsorship
2009 / FASTER. Communication Strategy. Learnings: to change the usual patterns of the sports sponsorship. To deal with Bernie Ecclestone and the F1 rules. To build a brand that would be also product, franchise, media, content and a game, all at once.
vodafone wants what andalusia wants discover how we presented the vodafone proposal that led them to win the biggest telecommunications contract in spain
2011. Vodafone. Corporate Presentation. Learnings: that even the biggest business decisions are taken by people made of blood and flesh. No matter how rational the client business is (either wires or financials) you can always take it to the emotional side. Even a telecommunications firm needs to learn sometimes about communication.
every day is a brand new day the world opens their eyes up to the Spanish Breakfast
2011 / Spanish Olive Oil Board. Gaia. Communication Strategy. Learnings: most highaimed ideas reach only as far as his creator’s will and power. You can always invent a new brand or product, even there where everything seems to be already invented
best pavilion prize in fitur 2012
2012 / Andalusia Tourism OďŹƒce. Abbsolute Group. Communication Strategy/Presentation. Learnings: to conceive an event as an interactive communication media. And to customize the presentation of the main idea to every dierent partner.
If you think that my experience in creating contents and communication strategies may be useful for your next project, you will find more information and contact details at www.alainagain.com
credits Pedro Pablo Hernández, Alberto Blanco, Eugenio “Yeyo” González Ladrón de Guevara, Rocío Azofra, Javier Lago, Jesús Carreras, Federico Pérez de Lema, Julio Ruiz, Esther Pedraza, José Luis Corretjé...
Fernando Vega Olmos, Javier Uría, Rodrigo Gómez, Sebastián Lía, Christian Samaniego, Jaime Millán, Julio Wassaf...
Claudio Santis, Jorge Iribarra, José Miguel Lecumberri, David Grime, Claudio Gómez, Juan Pablo Fuenzalida, Ingrid Lira, Jaime Capó, Stanley Gonczanski, Miguel Ángel Ceballos, Leo Ricagni...
H e n r y P r y z b y l , Va l e r i o Lazarov, Adonella Azzoni and the great self-promotion team at Telecinco
Eduardo García Matilla, José Luis Troyano, Pepe Lerma.
Antonio R. Aporta, Alejandro Navío, Mónica Sierra, Carmen Suárez, Ana Marcos.
Juan Carlos Fabres (padre e hijo), Claudio Ayçaguer, Alfredo Santibáñez, Ingrid Lira, Juan Pablo Fuenzalida, Rodrigo Gómez, Calú Sarroca, Patricia Bustos, Víctor Echegaray...
Manuel Valmorisco, Philippe Bernard, Joe Ramos, Santi Pina, Tito Marín, Alberto Contreras, François Banon, Adriana Alcalde, Javier Cavanillas, María Camus...
Carlos López Ibor, Blanca Gortari, Iñigo Van Dulken
Alfredo de Juan, Ignacio S a r r a í s , To n i G u i j a r r o (Soundgarden)
David Hermoso, Mariano Resquín, Álvaro Ayala, Carlos García Vidal, Eduardo Vieitez, Daniel San Román, Carlos Cazallas, Kati Medina, Eloísa López, Olaya San Pedro, Raquel Azcaray, Yedra Vargas, Blanca García, Luis Mancha, Benjamín Zafra, Cristina Warner.
David Cantolla, Víctor López, José María Castillejo.
Andalusia Regional Government: Pilar Rodríguez López, Carmen Romero, Eva Piñar, Montserrat Mirman, Juan Francisco Delgado, Pablo Pleguezuelo, Susana Olivar, Olga Fernández, Lola Seoane, Fernando Cornello, Francisco Fernández Lineros... Andalucía LabCom Team, directed by Lorenzo Bennassar, Fran Sánchez del Forcallo and Bico Bermúdez.
Rosa Siles, (Andalusia Regional Government), Bico Bermúdez and a outstanding talent team, particularly Miguel Alonso (Cyan Animática) and Javier García (Nomon).
Luis García Abad (Fernando Alonso’s agent), Carlos López Ibor, Jesús Puente and Patricia Ruilope (In&Out group)
Vodafone Andalusía managing team: Diego Torrico, Javier Bellido y Jesús Pérez.
GAIA Agency :Cristina Ramos and Rosana Cervera. Spanish Olive Oil Board: Pedro Rubio (vicepresidente and Teresa Pérez (manager).
Antonio G. Limones and his candidate’s office team, Alberto Martín, production managers Fran Sánchez del Forcallo and Bico Bermúdez
Abbsolute Group: Fran Sánchez del Forcallo and Bico Bermúdez, Jorge Fernández de la Morena, Cristina Rodríguez, Vanessa Herencia...
SPECIAL THANKS I want to especially thank some people who do not appear as much as they should. Without them many of these professional milestones would have been impossible, They have been and are excellent colleagues and friends. Eugenio «Yeyo» González Ladrón de Guevara. I got my first clue of communication when I met him my first night at the radio, and after that, I have received many good advices and ongoing support from him. He has also helped me to carry out most of my teaching activity, first at the University and nowadays at the RTVE Institute Master, where he is the Assistant Manager of External Education. He might be one of the main radio business experts in Spain. Jesús Puente Rubio, first as an art director and later as an entrepreneur and businessman (now chairs the In & Out Group). We have been team mates at Telecinco, NCA, Fahrenheit, the Faster project and many, many others. Lorenzo Bennassar, another "more-than-a-designer" professional, one of the world best art directors and visual creatives. Since we met in Chile 18 years ago, we have kept on collaborating, giving and asking for mutual advice and support, sometimes as partners, sometimes involved in a common project, always as friends.
Any list of merit is inevitably incomplete. I apologize for the omissions to those who have shared these and other moments up to now and have not been mentioned. I would like to emphasize that any forgetting is entirely and exclusively my responsibility. Thanks.