Post by account_disabled on Jan 8, 2024 4:21:24 GMT -5
My name is Paco, I am Partner and General Director of CarmelaProduce , Creator & Producer of entertainment and content for brands. At Carmela we tell stories, stories that drive brands' stories. And how could it be otherwise, today I am going to tell you the story of how I got here, to Carmela. I always liked challenges, also, or especially, professional ones. It was because of my father that I knew very early what I wanted to be when I grew up. My father was the Marketing Director and then CEO of Elida Gibbs. He told me and my sister (also poor advertising, like me) her stories and headaches. I remember when he told us that they required him to sell 20% more of his toothpaste. He said that they didn't give him more budget and that he had to figure out how to overcome the challenge. Some time later he sat us down and told us that they already knew how they were going to do it and that, furthermore, it was certain to achieve the objective.
How was it possible? The solution was as smart as it was simple, expanding the mouth of the tube by 20%, that is, making it bigger... challenge overcome! You were going to Email Data consume 20% more pasta a year, no matter what. And since brands are insatiable, years later they returned with the same request: sell 20% more without increasing the budget, let's see what you can come up with now, nice guy. Of course, enlarging your mouth again was impossible, it was going to look like a cube instead of a tube... Once again, a simple solution achieved the miracle: along with the tube of toothpaste they were going to give you a toothbrush... with a 20% more bristles , what cracks! And you also went home delighted with a gift toothbrush thinking how nice! Ha ha ha. Goal by the square. In my eyes, that was magic, pure hocus-pocus. With those beginnings, it was already clear that, if they put a challenge in front of me, like Miura facing a red scarf, he would launch me into slaughtering me.
I have changed jobs many times, continually looking for challenges, being aware that the consumer, like those of us who try to sell them something, has been evolving and becoming increasingly more complex to reach them. Throughout my path I have been living it, since I started as an Executive until my last challenge, when I decided to move countries to open and manage the operations of the d6 agency in Latin America. 8 years have passed and now, back home... what could I do that would challenge me again, that would stimulate my neurons, my competitive desire and turn my work into my hobby again? (or was it the other way around? I have never been very clear about the order of these factors) And then Jorge Martínez appeared with his idea of setting up CarmelaProduce. The thinking is very clear and at the same time very challenging: the consumer who swallowed the changes in toothpaste without thinking twice now has total control, he wants changes and wants to lead them, decide them himself, and the communication of the brands has What to change to reach them.
How was it possible? The solution was as smart as it was simple, expanding the mouth of the tube by 20%, that is, making it bigger... challenge overcome! You were going to Email Data consume 20% more pasta a year, no matter what. And since brands are insatiable, years later they returned with the same request: sell 20% more without increasing the budget, let's see what you can come up with now, nice guy. Of course, enlarging your mouth again was impossible, it was going to look like a cube instead of a tube... Once again, a simple solution achieved the miracle: along with the tube of toothpaste they were going to give you a toothbrush... with a 20% more bristles , what cracks! And you also went home delighted with a gift toothbrush thinking how nice! Ha ha ha. Goal by the square. In my eyes, that was magic, pure hocus-pocus. With those beginnings, it was already clear that, if they put a challenge in front of me, like Miura facing a red scarf, he would launch me into slaughtering me.
I have changed jobs many times, continually looking for challenges, being aware that the consumer, like those of us who try to sell them something, has been evolving and becoming increasingly more complex to reach them. Throughout my path I have been living it, since I started as an Executive until my last challenge, when I decided to move countries to open and manage the operations of the d6 agency in Latin America. 8 years have passed and now, back home... what could I do that would challenge me again, that would stimulate my neurons, my competitive desire and turn my work into my hobby again? (or was it the other way around? I have never been very clear about the order of these factors) And then Jorge Martínez appeared with his idea of setting up CarmelaProduce. The thinking is very clear and at the same time very challenging: the consumer who swallowed the changes in toothpaste without thinking twice now has total control, he wants changes and wants to lead them, decide them himself, and the communication of the brands has What to change to reach them.