Blog

Date: April 3, 2017 Author: In Agency Life
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I’ve spent about 4,194 days working in advertising. No two have been the same.

7.40am: I awaken to birdsong. It’s not birdsong. It’s an industrial drill boring a hole in the side of my house. Which is just as well, because I have an 8.30am breakfast meeting to get to and I was dreaming about a cat giving a Powerpoint presentation. I am not a morning person.

Advertising is not supposed to be annoying; it’s supposed to be fun. It’s not supposed to be perceived as evil, but as the economy’s bloodline.

The advertising industry has the power to build the most impressive brands, raise awareness about the direst social challenges, yet recently it has been failing to maintain its own brand.

Date: February 6, 2017 Author: In Agency Life
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When I was 14 years old, my older sister gave me a book “Ogilvy on advertising”. She told me that I might be interested in it. As usual, she was right. This year I will be 30 and I am still interested in it.

Here’s a typical day of my life as a Strategy Director at Zaraguza.

Date: January 9, 2017 Author: In Agency Life
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After having worked as a planner in Belgium for about three years and London for about 4 years, I moved to Tokyo to join Wieden+Kennedy last summer. It meant learning everything fresh. How to think, how to talk, how to do research, how to write creative briefs, … To be a planner in an entirely alien culture can be daunting, but it’s the kind of thing a curious mind thrives on.

For this day in the life, I chose to describe one of my early days in Tokyo, because it reflects the sense of newness that is so unique to first moving here.

2017 is not even in full swing yet, but we can already expect big advocacy battles in Brussels on a couple of crucial files which will determine advertising in Europe for the following decade or so. The regulatory pressure has never been higher and advertising is up for many game-changers.

Remember that airline ad that made you miss your mum instantly, or that beverage commercial that gave you chills? Neither do I. But I am positive that you have a favourite funny creative piece or a strategically placed ad, both of which passed through the hands of an agency, in one way or another. Agencies have always been at the heart of the greatest and most memorable campaigns the world has ever seen.

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