Roger Sendra

One of the most enlightening projects I’ve been privileged to work on is with Maria Trusa. Together, we’ve cultivated a brand that, in just four years, has achieved national and international recognition. We’ve secured coverage on major media platforms like Univision, CNN, ABC, News 12, MegaTV WSBS 22, numerous podcasts and digital programs. Additionally, we’ve established impactful partnerships with organizations such as Goya Foods, Yonkers Public Schools, Forbes, The Y (YMCA), and Latin Business Today. All these efforts are united by a single purpose: to combat the pandemic of sexual abuse and its devastating impact on millions of survivors. If you’re not yet familiar with this project, allow us to introduce you to Maria M. Trusa – a trailblazer who shows that advertising isn’t just about selling; it’s about reshaping societal norms. It has the potential to educate future generations and dismantle intergenerational traumas that hold us back as a society. María Trusa and her mission inspire us, demonstrating that advertising can be a catalyst for meaningful social change. #primitiveagency #webdevelopment #digitalcreativity #userfocuseddesign #marketinginnovation

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🔴 Should brands take a stand on societal issues? 'Brands are running naked in the marketing forest,’ said Luis Miguel Messianu, Founder, President and Chief Creative Officer, MEL today at #CannesLions2024 in a great panel on how politics have intruded brand marketing and brands can no longer afford to stay out of controversial societal issues but need to address them (“When Societal Progress Meets Resistance”). Richard Edelman, President and CEO, Edelman, who led the panel moderated by Nicholas Johnston, Publisher, Axios provided some brand new data from a study on brands and politics showing politics is just as important a challenge for marketers as race, income, education or gender: - 80% of consumers say that brands are acting in a politically motivated way - 60% say they buy brands based on their politics - 70% say brands must take a stand (5/1 speak up on climate; 4/1 on fair pay; 2/1 on race and diversity) 📌 Some key takeaways from the discussion: 1️⃣ 50 years ago, companies would stay out of controversial political issues. ‘In an increasingly confused and polarized world where societal issues are purposefully being made political and brands are being called out by minority yet vocal communities, it’s no longer acceptable to hide,’ said Bozoma Saint John, Marketing Executive, Author and Entrepreneur. Audiences and consumers want to know where you stand. 2️⃣ Marketing teams are often not sufficiently diverse intellectually. We need greater ideological diversity because marketing has to embrace all points of view, even from those who have a fundamentally different view of society from yours. 3️⃣ People’s opinions on societal issues change quickly and we have more access to consumer data than ever before. As brands, we have to move as quickly as society does; be authentic, consistent and provide hope. If you don’t tell your story others will do so for you. Ultimately, this is about creative bravery. 🔴 What do you think? 🔴 What brands would you say are doing an excellent job of addressing societal issues and making a positive impact?

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🔄 DRIVING CHANGE TOWARDS CONSCIOUS CONSUMPTION As we kicked off 2024, Wallapop launched a new brand campaign in Spain, "What We Need New - Lo Que Necesitamos Nuevo," to challenge the notion that everything we buy must be new. This campaign not only sparked significant changes in consumer behaviour but also paved the way for our latest initiative, "We Store – Guardamos." Launched last week, this new brand campaign aims to reshape the common habits that lead us to accumulate things we no longer need, often without realising it, and encourages us to rethink why we hold onto items "just in case". It represents a step forward in our commitment to promoting a more sustainable and humane approach to consumption. 🤝 COLLABORATION AT ITS BEST This campaign is the result of another fantastic collaboration between our internal creative team with our creative partners, MONO MADRID and Revuelta. 📺 🦖 JOIN US ON THIS JOURNEY Check out our latest TV spot and let's inspire each other not to hold onto things "just in case." Let’s give them a new life with Wallapop! What items have you been holding onto that could find a new home... perhaps an old dinosaur toy that could make another child the happiest? 🙌 A HEARTFELT THANKS A massive thank you to everyone involved in bringing this campaign to life —from the initial idea to the final launch. Your dedication has made all the difference! #Wallapop #Sustainability #Innovation #CircularEconomy #ConsciousConsumption #Marketing #Spain #CreativeCollaboration

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What is the best comunication strategy? Over the last couple of years I have spoken to more than a hundred CEOs and Founders. They always ask the same question: How can I communicate my message in the most effective and efficient way? The question is simple, but the answer is always quite complicated. The human brain follows processes and patterns to take decisions, that is why the Sales & Marketing approach we take, can make our company succeed or go bankrupt. Over the next weeks I will be sharing different case studies, techniques and strategies that have helped tens of businesses find success through the right approach to comunication. If you feel like your product is great, but your business misses that last push to have great results, follow and keep posted... there is some good stuff coming.

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Hi all, During a conversation with a friend, we explored the difficulties of sourcing a dependable marketing vendor for B2B enterprises. In contrast to B2C, B2B emphasizes building credibility and trust, assisting specific clientele in predicting and meeting their requirements. The vendor needs to interact closely with clients and, especially with technical items, work alongside engineers. If you manage sales & marketing for a B2B firm, you might identify with my situation. I encountered comparable challenges while managing worldwide product marketing campaigns. If you are facing the same issue, feel free to reach out to me directly. Together, maybe we can possibly discover a solution. #sales #marketing #productmarketing #B2B #technicalmarketing #techmarketing #salesandmarketing #salesmanager #salesmanagement

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This is a worthwhile read from Sifted on how places can make #DigitalNomads work for their communities and not against it. Nomads are getting a bad reputation as part of #overtourism that is enveloping many popular destinations like those in Spain, Greece and Portugal. And while there are certainly "fake nomads" that add little value, some of this is misperception. The article lays out steps that governments can take to foster a more sustainable model of nomadism, such as: ➡ Educating local businesses on the value of integrating longer-term nomads, including their sustainable boost to the economy during low season. ➡ Promoting lesser-known destinations within a country to spread the nomads out, rather than letting them collect where overtourism is already straining the system. ➡ Designing nomad programmes to attract the right kind of individuals, preferably those who are entrepreneurs and create value that feeds directly into the local ecosystem. ➡ Developing nomad integration programmes so the nomads themselves know how to get involved, do their part and take the personal responsibility to uplift the community, not extract from it. Great analysis by journalist Miriam Partington. If you are involved in #TalentAttraction, talent retention or startup attraction, this is worth the 7-minute read.

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A quick question to the marketing, media and advertising hive mind, about the inner workings of our hive mind... What are the most visible, credible and influential places to show up in this industry nowadays? What are the most interesting events and conferences to be part of? What are the publications and podcasts that cut through? Where are the good ideas and good connections coming from? What's really working? What's missing? (If you are doing something great, feel free to big it up!)

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Only three months remain until the start of the 2024 Olympic Games in Paris! It’s without a doubt the event that better connects citizens from around the world with one clear message: sport is a catalyst for positive change. That’s why it will be captivating to observe the impact of the Games this summer, as it is one of the few brands with enough strength to send a global message of sustainability, inclusivity, and community engagement in a context of instability and polarization. Brand Leadership in its purest form. We recognized this at Interbrand a few months ago. The #Olympic brand is an extremely well-built skeleton around which other brands also build leadership that, as of today, is imperative to maintain relevance in the minds of people. This was explained to us by Anne-Sophie Voumard, Managing Director of the International Olympic Committee – IOC’s Commercial Division, on the launch of the latest edition of Best Global Brands 2023: https://lnkd.in/g62x3wGt #BrandLeadership #BGB2023

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How can brands effectively stay ahead of unexpected risks in an ever-changing market landscape?

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𝗜𝘀 𝗱𝗲-𝗴𝗹𝗼𝗯𝗮𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝗿𝗲𝘁𝗮𝗶𝗹 𝗶𝗻𝗲𝘃𝗶𝘁𝗮𝗯𝗹𝗲? Between climate change and geopolitical tensions, global trade is fragmenting. A recent survey by Teneo highlights that most companies see de-globalisation as a reality that needs urgent attention. The WTO’s 2023 report supports this, noting early signs of trade fragmentation threatening growth. The subprime crisis, COVID-19, and the war in Ukraine have destabilized the economy, driving up raw material prices and slowing trade. As global warming intensifies, the need to shorten value chains and reduce CO2 emissions is clear. Yet, completely reversing globalisation seems impractical. #𝗱𝗲𝗴𝗹𝗼𝗯𝗮𝗹𝗶𝘀𝗮𝘁𝗶𝗼𝗻 #𝗿𝗲𝘁𝗮𝗶𝗹 #𝗰𝗹𝗶𝗺𝗮𝘁𝗲𝗰𝗵𝗮𝗻𝗴𝗲 #𝘁𝗿𝗮𝗱𝗲 https://lnkd.in/eTBrNrKf

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I have brought you something you will love after a few recharging days. 👇 During this time off, I read this book: "Learning from the Best" by Francisco Alcaide. A personal development book full of inspiring wisdom about global leaders' reflections and advice, that, of course, I also recommend you to read. And in the meantime, this is my little gift of one of its chapters, I am sure it will help you reflect on yourself, too. 👇 If you want to keep growing and growing your impact, becoming an achiever is key. 👉 These are 10 traits that distinguish achievers:  1. They have clear goals.  2. They are people of action.  3. They are disciplined.  4. They do not lose focus.  5. They have patience.  6. They put the responsibility on themselves.  7. They have a strong determination.  8. They have constructive internal dialogues.  9. They move in appropriate environments. 10. They have an attitude of continuous improvement. Can you think of any other relevant traits to achieve goals? Thank you Francisco Alcaide Hernández for such a great personal development book to catalyze self-reflection. #personaldevelopment  #impact  

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NEUROSALES. Using a CTA (Call To The Action) that signals Exclusivity, to sell more and for a higher price. Taken from the book of my authorship: NEUROVENTAS. Insights and Drivers from neuromarketing. The time has come to use “neuromarketing Strategies” to sell more. #Neurosales #SalesStrategy #ConsumerPsychology #Neuromarketing #DecisionMaking #EffectiveSales Scientific Base: 'Join the Exclusives', 'VIP Members Only' The desire to own exclusive objects and products has a well-documented scientific basis in social psychology, neuroscience, and behavioral economics. Exclusivity is associated with factors such as social status, perceived value, personal identity, and brain reward mechanisms. The concept of desire for exclusivity is linked to the theory of signaling and social distinction. People look for exclusive products to differentiate themselves from others and signal their social status. Thorstein Veblen introduced the idea of ​​conspicuous consumption, where consumers acquire expensive and exclusive goods not only for their functionality, but to demonstrate wealth or social power. Neuromarketing studies indicate that when people feel that they are accessing something exclusive, the reward circuit (Nucleus accumbens) of our brain is activated, releasing dopamine and generating a feeling of anticipated satisfaction. Examples: “Be part of our exclusive club and receive unique benefits. Sign up today!” “Exclusive access only for members. Join and enjoy offers before anyone else.” REFERENCE Cialdini, R.B. (2009). Influence: The Psychology of Persuasion. HarperCollins.

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Watch the vdeo after this post. 👏 I am glad to read a recent interview of Javier Meza Coca Cola's European CMO about the company evolving marketing strategies to enhance effectiveness and earn consumer attention. Yes, I totally agree. 👉 The article review multiple points: - Transition to an experienced-led marketing. - Creating an immersive brand experience resonating with consumer on a personal level. - Enhancing first-party data capabilities to better understand consumer preferences and create tailored marketing efforts. - Levering consumer control, with an increased interactive discussion through the digital channels. 🥰 The key learning we should focus on are Marketing Effectiveness, 1-1 content, Consumer Control. Let's dive slightly into the first point. ✅ Marketing effectiveness seems to be a given and is unfortunately forgotten or ignored sometimes by the fear of measurement and the spectre of "bad numbers". There is not a "bad measurement". It is better to know ia campaign failed (there are hundreds of reasons why it might be the case, from the wrong target, the wrong data, the wrong expectations)...than to continue to launch marketing campaigns blindly without knowing their outcomes. 1️⃣ Marketing is here to support sales. Point. 2️⃣ Marketing is here to increase "something", sales, conversion, awareness, subscriptions, call to action, anything. 3️⃣ Marketing is accountable to generate results, one way or the other. What do you think ? Please comment below and let me know if you are meassuring your marketing campaigns or if there are reluctancy still in place in your organization.

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