Rodrigo Taramona

"This gorgeous and imaginative campaign from French luxury goods maker Lancel dispels the misconception that generative AI produces mediocre work," writes Periódico PublicidAD - Periódico de Publicidad, Comunicación Comercial y Marketing. 💥 Made entirely with The Brandtech Group’s Gen AI marketing platform, Pencil ✏️, the series of whimsical images - depicting a dreamlike journey undertaken by a bellboy that begins in Paris and passes through Tuscany, Greece, Turkey, Egypt, India, Bali and Japan - is running throughout June and beyond on a range of social platforms, including Facebook, Instagram, TikTok, LinkedIn. 👜 The Lancel team was able to generate insights and hundreds of potential images for the campaign, experiment and get performance predictions using Pencil. A final set of 72 assets (8 cities with 9 versions each) were generated - and no one had to jump on a plane or ship products. 🌎 This feat would be impossible without Gen AI as experimenting with so many different plans and ideas would have been too costly and time-consuming. Furthermore, flying photographic teams around the world to all the locations would obviously have been an immense logistical operation. The campaign is an example of how a brilliant human creative team is enhanced by and can deliver so much more with AI. “Initially, we were torn between excitement at this daring adventure and preconceived ideas about the role of AI,” explains Lancel Marketing Director Marine Olivier 💫 . “It was almost magical, and at the same time, we had a certain apprehension, like the fear of being replaced by the machine. But as we immersed ourselves in this collaboration, we quickly realized that the human element remained at the heart of everything. Together, we have achieved something remarkable. It was this synergy between human and machine that gave birth to a campaign imbued with dreams of elsewhere, humor and emotion.” 👇 Read the full article: https://lnkd.in/gCKGd-mY #GenAI #Brandtech #AIpowered #FutureofAI

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🆙Level up your targeting game! 👇🏻 Check out all the details about our fantastic cookieless targeting solution: The Interest-Driven Targeting Technology! 🤩 Thanks for sharing PROGRAMMATIC SPAIN! 🙌🏻 #Refinery89 #InterestDrivenTargeting #Advertising

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Yesterday, inside Madrid’s CUPRA Space, Tangity Spain was launched. A mix of cutting-edge technology, strategy and creativity landing to meet the needs of marketing directors desiring to lead the way.     Maria Jose Romero (Managing Director at Tangity Spain), introduced by César Adán (Head of Ibero-America Digital Experience & Tangity at NTT DATA Europe & Latam) led the event, while Mark Adams (Mach49) inspired the attendants with his particular view about the essence of brands and how to reconnect with the customer.    Two round tables led by David Freire (Strategy & CX Director at Tangity Spain) and Ignacio Romero Gallego (Partner at NTT DATA Europe & LATAM) moderating the discussion and leading to insightful discussions among marketing leaders.  These included one about the importance of personalized consumer connections and strategic GenAI use, brand performance, client centricity, consumer anticipation, and data responsibility. The role of creativity in innovation and aligning brands with sustainability and social motivations authentically were also key topics highlighted. A final note was given by Pepa Romero and Kika Samblás (Founding Partner & Managing Director at SCOPEN).   This is the first step of a thrilling journey that will spark a long and successful relationship with brands that are willing to stay relevant in the future.   Thanks to everyone who stopped by!    Ana Alcober Royo (Global Engagement and Retention Director at Parques Reunidos), Jorge Mahía (Executive Director at B100), Cesar Alonso (Head of Media at Telefónica España) Kennet Malmcrona de la Cierva (Head of Marketing Solutions at LinkedIn Spain), Jorge Matute Sobrón (Director of Customer Experience and Growth at Horeca Mahou San Miguel), Arturo Sanz Fernández-Cuevas (CMO B2B at Endesa) and Ana López Amat (Director of Small Business and Self-Employed Division at MasOrange). #TangitySpainLaunch #MarketingInnovation #GenAI #PersonalizedMarketing #SustainableBranding

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Meet Marina Prieto, the 100-year-old grandma whose social media posts went from obscurity to subway stardom in Madrid. Thanks to a clever B2B campaign Marina's life story became a viral sensation on billboards, reviving interest in outdoor advertising in Spain. This low-budget initiative earned a spot on the prestigious Titanium Lions shortlist at Cannes. Let us know your thoughts 👇 ✅ Follow Bee Social For more insightful posts. #beesocial #marketingagency #creative #advertising #marketing #creativemarketing #advertisingandmarketing #socialmedia #outdoormarketing #outdooradvertising #brands #canneslions

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🚨 Important Notice for Influencers and brands! 🚨 Regulations are tightening for influencers.... especially those working as freelancers. And as we all know in the industry, most of the influencers are freelancers. Legal and tax authorities are sharpening their focus, and the penalties for non-compliance can be steep. With stricter requirements coming into play, many influencers risk facing unexpected and costly “unwanted letters”.📩😱😱😱 At TuManag3r, we’re here to protect you!🦸‍♀️🦹‍♂️. Thanks to our expert legal team, (Kudos to them!🦸‍♂️🦹‍♀️), we ensure that all influencers working with us are fully compliant, avoiding any surprises or sudden penalties. We handle the complex regulatory landscape so the influencers can focus on what you do best — creating incredible content. 👉 Peace of mind for brands and influencers is one of our core values. Work with TuManag3r and rest assured, knowing that legal compliance is always part of our support. #InfluencerMarketing #TuManag3r #Influencers

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The Clúster Audiovisual de Catalunya has launched the video podcast "Catalunya, Virtual Studio", a three-episode series showcasing Catalonia's leadership in the world of virtual production.  Through insightful debates with experts and industry professionals, the podcast delves into the challenges and opportunities this transformative technology offers for businesses.  In the first episode, moderator Bibiana Ballbè Serra is joined by:   🎙️ Cristina Brandner   🎙️ Antoine Vaxelaire  🎙️ Demian Sabini  Plus, a special appearance by Michael Blackman, General Director of ISE (Integrated Systems Events GmbH) Watch the first episode here 👉 https://lnkd.in/dDJfYfUs  TheCreative PLATÓ NOU LaviniaServices Groupe Mediapro Parc Audiovisual de Catalunya #VirtualProduction #Catalonia #Innovation #AudiovisualIndustry #Podcasts

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Hoy en el #OOHEuropeForum de World Out of Home Organization, nuestra directora general Elia Méndez Bravo ha compartido con la audiencia los puntos impactados por la #regulación para el sector en Europa. Como aspectos a tener en cuenta incluímos los 8 puntos clave para estar preparados y el "tagline" con los que ha cerrado la presentación: 1. Stay vigilant: Monitor evolving regulations closely and anticipate future trends 2. Strengthen public relations: Foster closer relationships with public administrations and regulators to build trust and cooperation. 3. Educate and inform: Provide training to those involved in public tenders so they understand the full value chain of the OOH sector. 4. Advocate effectively: Submit well-founded legal appeals when necessary to challenge unfair regulations. 5. A voice for more than brands: Position OOH not only as a channel for advertising but as a platform for amplifying social and cultural messages that benefit society. 6. Self-regulation: It allows all relevant stakeholders, from the brands and creative agencies to the media and digital players to be co-owners of a set of rules that go above and beyond requirements. 7. UNITE AS A INDUSTRY: Work together through industry associations and with local SRCs to present an unified voice that highlights the economic and unique social and cultural value of OOH advertising. 8. WOOH as a partner: Provide updated information on the regulations of each country in which there are clauses that affect the OOH media, as well as ongoing allegations and their results. By staying informed, engaged and united, the OOH industry can not only navigate the challenges but thrive as a key media for both brands and societal impact. #OOH #Exterior #PublicidadExterior #Legal #Regulación

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I have yet to think of a name for this section—these last few weeks have been frenetic (and so, so incredible), but the idea is to share some quick cultural (and Gen Z) insights that I found interesting. As Luis Conde likes to say, "hay que estar conectado con la calle" (now that I think about it, that's not a bad name at all). Detecting cultural shifts and tensions is key to building relevant brands in the new paradigm, so here's one of my favorites from these last couple of weeks. #1 🤯 From FOMO to JOMO to FOBO We've all felt the fear of missing out when you're the only one without tickets to an event. Well, FOMO evolved to JOMO, with people valuing staying in to prioritize themselves. But now, the average Gen Z inner dialogue has shifted from "What if I don’t go and they have fun without me?" to "What if I commit now and regret it later?" And they've called it FOBO: the fear of better options, a psychological phenomenon where someone avoids making a decision out of fear that there may be a better option. What's interesting is that it happens on a consumer level, too, with people feeling overwhelmed when presented with too many options, e.g., Amazon shopping. P.S My head exploded when I learnt there's another meaning to the FOBO acronym: Fear of becoming obsolete... due to the advancement of AI. Crazy to think about. Enjoyed? Leave a comment! #StrategicPlanning

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📸 NEW WORK 📸 Las celebridades suelen promocionar productos, pero Checo en México lo lleva a otro nivel. En la misma calle, podés encontrarlo promocionando de todo: desde hamburguesas y aceite para motor hasta tequila, café, gel para el cabello y chocolates—básicamente, cualquier cosa que puedas imaginar. Por eso, en colaboración con nuestros amigos de Uber Eats, convertimos cada uno de sus anuncios en uno de los nuestros. Ahora, cada vez que Checo esté vendiendo algo, sabés que también podés conseguirlo en la app. Casi un millón de reproducciones en su primera semana al aire y muchísimas repercusiones incluyendo a Christian Horner, el director de la escudería de Red Bull que comentó sobre la campaña en conferencia de prensa. La campaña incluyó un film con Checo producido por Landia y un hackeo de los avisos de Checo en OHHs, social media, YT y una sección dentro de la app para todos sus productos. (Próximamente podrán ver todo en un mismo lugar) Gracias a todo el equipo de Uber Eats y a W+K México por hacer esto realidad. ---------------------------------------------------------------------------- Celebrities often endorse products, but Checo in Mexico takes it to an entirely new level. On the same street, you can find him promoting everything from burgers and motor oil to tequila, coffee, hair gel, and chocolates—basically, anything you can think of. He’s like a walking, talking version of Uber Eats! That’s why, in collaboration with our friends at Uber Eats, we turned each of his ads into one of ours. Now, whenever Checo is selling something, you’ll know you can also get it on our platform. The campaign quickly gained traction, racking up nearly a million views in its first week and generating plenty of buzz, including a mention from Christian Horner, Red Bull Racing’s team principal, during a press conference. The initiative included a film featuring Checo, produced by Landia, as well as a clever integration of his ads across outdoor displays, social media, YouTube, and even a dedicated section within the Uber Eats app highlighting all his products. (Soon, you’ll be able to browse it all in one place!) Thanks to all the Uber Eats team and W+K Mexico for making this happen! Check this out:

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Interesante historia del surgimiento de la "i" como parte del branding de los productos Apple (iPhone, iMac, iCloud). "The iMac—a then radical and lust-worthy machine devised as a ready-out-of-the-box gateway to the internet when other computers were challenging to take online—birthed a long line of Apple “i” products, from the defunct iBook (a curvy, candy-colored laptop derided in the ’90s as “Barbie’s toilet seat”) through to Apple’s still-current data storage platform, iCloud." #Apple #SteveJobs #iMac #iPhone

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"The evolution of Spain's economic activity has generated a new criminal phenomena." Ranked as "Excellent" in Leaders League's Best Law Firms for White Collar Crime and Compliance in #Spain, Constitución 23, Estudio de Litigación's partne Bernardo Del Rosal Blasco explains the increase of white collar crime activity, the impact of the new sexual harassment legislation, the need for companies to adapt their compliance policies and his motivation for joining a new firm. #experts #lawfirms #compliance #whitecollarcrime

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Super mega PRO to the NEXT LEVEL

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Ready to discover the top communication campaigns and actions around the world, in tourism

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Reposting this video on branding and its impact as companies, and especially e-commerce teams, are looking to get ready for the holiday season (Black Friday, Christmas and sales). For many brands this is the time of the year when content will the most views and engagement and it's essential to keep these details in mind to make sure Q4 highlights and empowers brand image.

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🚀 Exciting news! We are thrilled to hear that Tradedoubler, the leading Swedish digital marketing company, is expanding its global presence with a new office in Barcelona! This strategic expansion is a testament to the increasing interest from the Nordic tech sector in Catalonia, a region renowned for its commitment to fostering innovation💡, collaboration, and growth 📈 . With its vibrant tech ecosystem, Barcelona has established itself as a major hub for digital solutions, attracting global leaders in marketing technology. Tradedoubler’s decision to open a new office here further solidifies Barcelona’s reputation as a key player in the digital marketing and e-commerce landscape . It also marks a significant step in strengthening the ties between Sweden and Catalonia, driving new opportunities for collaboration and growth in the tech industry. We’re excited to see what the future holds as we continue building bridges between these two dynamic regions! Read more about this exciting development:  https://lnkd.in/detA5baz #Tradedoubler #Barcelona #InvestInCatalonia #DigitalMarketing #Innovation #Ecommerce #TechCompany

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Day 9 💳 Luxury Brands Marketing I love how César Val talks to us about luxury brands and their impact on the market. An exceptional example is the wine Aurum Red, a true gem in the world of wines. 🍷 Aurum Red is not just a wine, it’s an experience. This limited edition wine stands out for its exclusivity, unsurpassed quality, and unique production processes that elevate it to the category of luxury. Each bottle is a work of art, from its cultivation to its final presentation. 🔑 Key Features: Limited Edition: Exclusive and numbered production. Exceptional Quality: Hand-selected grapes and meticulous winemaking processes. Innovation and Tradition: Combines traditional techniques with cutting-edge technology. César Val highlights how Aurum Red encapsulates the essence of luxury: it’s not just a product, but a complete sensory experience that goes beyond mere consumption. ✨ "Luxury is attention to detail, exclusivity, and dedication to perfection. Aurum Red epitomizes these values in the world of wine." - César Val Aurum Red is more than a wine; it is a statement of sophistication and refined taste. Discover excellence in every sip. I found the information in this interview with César Val: #AurumRed #CésarVal #LuxuryWine #ExclusiveBrands #WineLovers #Vinodelujo #UniqueExperience

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