What’s the most creative advertising idea you’ve seen recently?

Normally it's very simple advertising ideas that strike me. The fact of saying so much with very little: Turn Your Back, from David Madrid for Dove, was so on brand, so simple and so necessary.

Dove – Turn Your Back

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What website(s) do you use most regularly? 

I am quite practical: Amazon and El País (the Spanish news). To get information I just discovered Medium, the app where you insert what you want to know about, and you have an amazing selection of writers on the topics you want to be updated on. Amazing!

What’s the most recent piece of tech that you’ve bought? 

An air fryer that is connected to my mobile, and a Bluetooth bioimpedance weight scale [below] that measures your body composition beyond weight. I love to measure almost everything. 

What product could you not live without? 

I guess my Apple Watch and my slow cooker. They’re pretty time saving products. 

What’s the best film you’ve seen over the last year? 

The Snow Society. I am totally ecstatic with this movie. The quality of production, the acting, the message, and how to cover a very delicate theme and get the audience with you. And it's Spanish. Makes me so proud. 

What film do you think everyone should have seen? 

Hmm, probably Schindler’s List or The Mission… I love the beauty of both, and seeing how people put aside all of their comfort to fight against - or for - something. The music in both cases is amazing. 

What’s your preferred social media platform? 

Instagram and Medium. TikTok is good to relax with for a moment, but addictive, and nothing is better than reading. 

What’s your favourite TV show? 

Right now I am on White Lotus and I am loving it, but I just finished La Mesias, a striking Spanish series that stole my heart. Incredible acting and production. 

What’s your favourite podcast? 

Can you believe I do not find the time to listen to podcasts? I guess reading and music occupies most of my time. I only listen every once in a while to The Beauty Mail, by Cristina Mitre

What show/exhibition has most inspired you recently? 

The Chanel and Picasso exposition in the Thyssen museum.

If you could only listen to one music artist from now on, who would it be? 

Bruce Springsteen. Amazing music, and his lyrics will always be magnificent. Have you read his memoirs? 

If there was one thing you could change about the advertising industry, what would it be? 

Probably the empathy in three dimensions: empathy to the creative process and what fosters it; empathy for the business and market situation; empathy with what the consumer needs and is feeling. 

Who or what has most influenced your career? 

Stephen Covey and his strategic input. The first business book I read was The Seven Habits of Highly Effective People that he is evolving throughout the years, with me evolving with them.

Tell us one thing about yourself that most people won’t know

I am numbers freak and count everything, even the craziest things. Also, the fact that liking music, I dance reggaeton.