Ana Bayón y secretos de la generación Z y su éxito en marketing Café con Quijote 132 ☕

Bienvenidos a otro episodio de Café con Quijote. Hoy tenemos el placer de entrevistar a Ana Bayón, una experta en LinkedIn y marketing digital. Ana nos cuenta su increíble trayectoria, desde sus inicios en el marketing a los 14 años hasta convertirse en una LinkedIn Top Voice. Discutimos sobre el networking en la era digital, cómo sobresalir en LinkedIn y las diferencias generacionales en el mundo profesional. 🔹¿El networking ha muerto? Ana nos da su opinión y comparte consejos sobre cómo hacer networking efectivo en 2024. 🔹 Su viaje profesional: De ciencias puras a marketing, y su experiencia en Estados Unidos. 🔹 LinkedIn Top Voice: Cómo Ana consiguió este reconocimiento y qué significa para su carrera. 🔹Campañas de marketing: Analizamos algunas campañas memorables y discutimos las estrategias detrás de ellas. 🗨️ No olvides dejar tus comentarios y compartir tu experiencia 📢 Suscríbete y activa la campanita para no perderte ningún episodio Esto ha sido un café con Quijote, ¡recuerda darle like y suscribirte al canal para no perderte ningún episodio! 🔔

Episode Transcript

(00:01):
Good afternoon. Once again here incoffee with quijote and today I have Anna
Bajon, who is a crack inLinkedin. We were just talking about it.
We' ve known each other sinceI know what I know, for
years and years I' m atlast, I' ve brought her in
to interview her. So, well, even Artesana, how about hello,
how about k It' s true. We' ve been in contact a

(00:25):
lot of time since before the pandemicand following us if we hadn' t,
we hadn' t really done networking, well look now we' ll
just talk about that post you puton that networking is dead, but then
it' s not that much dead. Uh, he' s not as
dead as you' ve said there, uh, but, first of all,

(00:47):
great question that I' ve readto all my interviewees. It'
s who was ana before we metor were here. Or tell us everything
you do today, but before whoI was. Although you' re very
hobvin not young, you won't be able to pick up many years
ago, I think, but tellus, tell us, Well, then,
let' s see, I've always been a little restless ass.
I' ve always liked to doa lot of things. I started

(01:12):
putting marketing topics with fourteen years inthe Google act to get you an idea
and I liked so much the thingthat good, well, to see,
for putting that in situation. Istarted a little bit in the high school
of pure science, death or destruction, that is, I only had the

(01:34):
sciences left. I basically had alot of trouble with biology, but I
got a five scrape. But chemistrywas horrible and so nothing I started to
do that right before the summer andI said what I' m in pure
science for if I think I wantto do a marketing, an advertising or
something of the style, and becausenothing I liked so much that it changes

(01:59):
to economic science, a good socialmescillum was a mestecilillo, a little hard,
because I was in pure science ofa month and going on to the
fatal. I, too, superconvinced that I wanted to be vet of
these, of all the underwater thingsand a lot of things that I look

(02:20):
at today you will stop and Isay but that happened to me in the
head of Venaria marketing. Yeah,yeah, yeah, yeah, I was
super convinced that I wanted to bea marine biologist or some of these in
the zone I don' t know, I don' t know, how
I loved the palapagos, the dolphinsand all this. I say to myself
I would love to study some ofthat and devote myself to it, that

(02:46):
I didn' t know the differencebetween hobby and work and that then I
could do the same thing. So, well, I changed, and in
a super tiny bit of economics,I saw marketing issues, that' s
it, that' s it,I already have it super defined. So,
the first high school guy had asfar as he wanted to study.
So, then, it was supereasy the fact that I' m going

(03:08):
to fight to see if I canget a scholarship of excellence, a lot
of small shares that I could puton my roadma, so to speak,
and that was a little ana beforeI started then the bitc Art Linkedin career,
that well, parallel to the covidand all that I started publishing all

(03:31):
the routes that I saved, becauseit took a lot to go to the
University now and beak rodrigo, becauseI dedicated it to biting a little things
mine, marketing things, a lotof blog. I got very wet and
because all that was going down,let' s say to the typical proposal

(03:53):
now to explain it to a ten- year- old child, because I
was doing it naturally because at thattime, unhappy, you understand disparppt and
it was super well the truth Ihad good reception and because I don'
t know, I remember a postthat I got to seven hundred thousand people
that I said. But what happenedhere? But one thing I studied marketing.

(04:16):
Yeah, yeah, marketing with digitalbusiness. What happens is that it
was four years, that is,it was five years and let' s
say that the digital business part inthe end didn' t make it to
the top. He' s goingat all because he didn' t offer
me what I needed anymore, Imean, I finally got into the race
and he was doing me, aswe say, that double grade. And
what about me? In parallel,because in the pandemic I start publishing a

(04:38):
lot. If I get viral severalt I get three internships in which I
can choose something that, unfortunately,the thing is very bad for young people.
And I was able to choose whenmost people didn' t come into
Belca and learn a lot, nationalprime marketing bouquets, then they nominate me
to the list of the oanne Levenof Nova. Then, because I had

(05:00):
already learned a lot of things frommy side that the career, because it
no longer offered me clear, thatis, they already knew more than the
teachers. No man, neither,either. But of course you stayed a
little tight. Sure, then youwent in with Vidian Collado in Belca.
Or no yes, yes, ofcourse, she was my boss, of
course, of course, I interviewedMilan Collado, of course she was in

(05:23):
Melca and of course she was yourboss. Well, you got lucky.
Uh, yeah, it' sa crack that besides, I always talked
a lot to her and she toldme she had a lot of potential and
she talked a lot because I hada horse imposter syndrome. At that time,
when I met Milan, I wasnineteen years old and had started,
that is, Linkedin, I openedit with sixteen and until I was nineteen

(05:44):
I did not start publishing and justwith nineteen. Well, yes, nineteen,
just compliments. I' d tellyou that' s when I started
working with Belca and nothing else.Super well, I started practice and at
three months with tent mana there carryingthe whole blog strategy, a lot of
things there. But notice and ofcourse I am very shocked that with sixteen

(06:08):
years of entry on Linkedin, ingreen, on Instagram, on tiktok and
the typical ones that the instagram alreadyhad, yes, but I mean.
But yes, it' s clearthat you' d have all the right
now and so on. But I' d give you to get into Linkedin,
because he gave you to get intoLinkedin. Well my parents have always
been pushing me, because you saweverything a little before the rest not if

(06:31):
they have pushed me to then ifI have creativity, because from the Google
Paint when I was two years oldthere one in pairs not Google Now I
put Google, all the twenty ofMicrosoft, that I remember that I would
have two years or something. Itwas over my father' s legs drawing
or in the middle of a paper. It' s always been very technological.

(06:54):
Besides, I' m the littleone of three brothers and they'
ve always been there at the forefront. Right, I can' t complain
about them. They' re tooup- to- date to be,
to do what' s considered olderthan me. They' re young to
me. That is the spirit,the truth that you which generation you are
I know, accept it the zeta. No. Please don' t ask
Rodrigo if I' m always talking. Well, no, no. But

(07:16):
of course there' s another newone now, which is alpha. No,
yes, yes, my nieces arethe alpha and and listen, because
look that since I have a zetathat differentiates whole friar zeta, I would
tell you that really, to thisday, I think none of it is.
This is like what difference there isbetween the millennials and the zeta,
because they are so committed to puttingthe differences when we really have eighty thousand

(07:42):
things in common and maybe five zerothat they don' t, but to
see that it is true that theyare already super super super super technological hypermega
at 100 percent i e, itseems to me that the biggest difference that
there is going to be is thatthey are going to have to adapt from
very very very small, i e. We' ve grown up with technology,
but they' re going to livea lot of changes that can become

(08:03):
frustrating and they don' t handleit well they or their parents in their
default, well, but I alreadyconsider that in your generation, for example,
there is a lot of frustration.Not or as I know, because
you' re clearly not the normalthing, that is, at this age
nineteen in Belka, you' llget to turn on nationals and then jump

(08:24):
to other places. And so,but today' s young people are frustrated
by a billion things. You're right there already, because I remember
in the race that I coincided withseveral people who were even younger than me,
who didn' t know how toopen a PowerPoint and it was like
what' s going on here.Of course I say gimatics at school,

(08:45):
all over Microsoft' s package.Yes I did at school and you'
ve always been as much as Idon' t know for myself are normal
things that then it is true thatI have seen that it isn' t
so much, but it seems tome that development is now going to be
as much more widespread. And well, if before we had only the danger
of not going out on the streetor not having social networks, because now

(09:05):
add the ia is that the otherday just was doing a selection process like
this to try these digital ones.I' m not going to get in
there, and of course they putyou in math trouble without a time limit
or anything. And I say butif I can put this in jeminie or
GPT chat, I say this hasalready become obsolete, because I find it

(09:28):
super curious how they are going tohave to deal with alpha. That'
s because in the end we're living the change. We know the
before and after, but they thinkthe oldest will now have ten years of
alpha. They' re little ones. I' m boomer boomers I'
m sure I' ll get offthe TV, just be one and two,
not have sent you away. ThenInternet the mobile to this, that

(09:54):
is, for me it is crazyhow strong to me that tells me so
much my father, because he tellsme imagine and I will be the blackboard
in Asturias. The typical, ofcourse, suddenly says mobiles, computers,
now laptops that you can all takethem anywhere. And I' m saying
it must have been super strong.Of course, it' s not clear
to me that when I went toschool, was that what the teacher said,

(10:16):
that' s what the teacher said? It was what I said oh
a dictionary and so now Google lovesme, I mean, you get there
the same way. Hey, Idon' t know what pops out and
goes out and now with AI it' s gonna be saying, hey,
look for me, I don't know what, I don' t
know how much if he' slooking for you, I mean, yeah,
we' ve got more chances thanever, but at the same time
more challenges than ever. I thinkso too, because look at that it
' s good that you say it, because more opportunities. You think you

(10:39):
give yourself more opportunities, because everyonenow with AI is going to run out
of work, it' s goingto replace us. What' s your
opinion? Seeing it there as az and total, I think the AI
will see many jobs. Yes,I would dare to say that mechanics,

(11:01):
that is, more automations and soon, because fixed is already doing it
on many occasions that you put aPROMP and already do an automation anywhere.
But for me, really the differentialvalue, especially in the creative sector,
is going to be the know-how to use it to be a better

(11:26):
creative, a better publicist or abetter x or even engineers or language development,
piphone or HTML, that is you. Right now you tell cpt O
and correcting in code and the otherday I have no idea of programming.
I would love to learn, butI already have so many things in the
chiclis that I haven' t decidedto stop and I was doing my website

(11:48):
and I wanted to get my agreementinto the code, because I don'
t know how to do it anyother way and I saw that it was
for CSS language and so on andso on and I wanted to put in
the typical thing that a minimum thatis moving text and of course, I
just told chogep te, I saylook, I' m with pro element

(12:11):
in WordPress and above with the threefive that you don' t need even
the four is free and I saidI want to make a baner with these
letters, these texts, and Iwant it to move from left to right
at a speed of then two secondsand then you move it. Let'
s see. You know clearly allthis researching previously on YouTube, that we
already have a lot of content tobe able to throw away to know a
little what to ask, because ifI don' t know how to do
it or anything, then to puta little in context the opportunities that I

(12:35):
think we have, I look atYouTube that before, because you had to
buy your books. Wait till youget the book. All this and of
course, I give it to himand he gives me the prom I copy
it, I weave it, Isay this is not going to work.
I copy it, I hit itand it was perfect. Sure. Then
simply add the color fields, thefont you want ten seconds, one minute.

(12:56):
Well, ten seconds. You sawthe YouTube video you saw, because
then also everyone says you put aprom and that' s it and the
pro theme you have to keep tyingup. Uh, sure, no yes,
but in this case, it's true that it took me a
little while because in the end,because I didn' t see the whole
minutes of YouTube either just fine aswhat you need. I' ve seen
one and a half. I don' t agree. The truth is,

(13:20):
I' m a little impatient forthat. In fact, I' ve
got lett telling Griehol I don't know if you know her yes,
yes, I' m always ona digital marketing master' s degree that
I got into to control all themarketing legs a little bit more. You
know I' m in a thousandmop every time and he always tells me
ana is that you read it allin one with five by two, and

(13:41):
well, the important things in one. And if not, if it'
s things I can see faster,the same, the same, uh,
I think not I one and ahalf times two. Also to say come
you go this doesn' t take, straw and so on, but well,
come on. Let' s tellme a little more because you'
re in Belca. You' rethere you learn a lot and then what

(14:03):
you do, then I' mgoing to America to finish the race.
There' s four little months andnothing very good. I learn that I
was judging myself a lot that Ihad to grow a lot, but that
I had very feet on the ground. Because besides, there we just found
out that well, a compi foundout there was a class. Let'

(14:26):
s say there were like two campuses, one was like the part where we
were full college, and there wasanother one that was like in the area
of Well, it was in Miami, in Biskin, which was like closest
to the beach, it was anhour by bus and it was one day
a week and we were taught bya super- known billionaire there. Anyway,

(14:48):
he got to class at dj cali. Yeah, yeah, I mean,
we felt like we were getting paidto go to class. That'
s what I' m telling youI mean, I haven' t had
any more gifts and class in mywhole life. And that' s when
I really discovered that, that is, let' s say that the good

(15:11):
form of leadership, that is tosay it was like very strict because besides,
it was noticed that it was verystrict okay but that I really had
my feet on the ground and Isaid jope I say that I do at
some point wish the luck of theeffort and everything unites. I mean,
I' d like to be likethis. And then, little by little,
it is also true that I,speaking in English, had no problem

(15:33):
at all. But it is truethat I realized that there, because you
could perhaps make some mistake from timeto time and no one would judge you.
And here, in Spanish, Ihad felt masqueraded for being small,
for as always the typical phrase ofI think you have things to polish and
I am obviously nineteen years old,or I was nineteen at the time.
Sure, then, I don't know like a bunch of little things.

(15:56):
What I' m saying is thatwhoever told you doesn' t really
want to see you grow so big. Miriam never told me about this,
for example, or Emilio, whois a third of Belca or other companies
I have collaborated with lately. Ofcourse and it' s like you went
to the United States, like theAmerican mentality, that you always talk about
being very aggressive, or because youalways talk about the American model, model

(16:21):
versus Europe, Spain, and thatthere are very ingressive. They are very
how it is how you see it, because I, having been there,
I think that I say it alwaystook a quite different perception to what I
was going with, because I alsothought they were very competitive and the bad
ones like they were going to stabyou in the back either way and the

(16:42):
other way. I mean, actually, it was really shocking to me because
I felt like a little shit.You know if I hadn' t been
a full- blown impostor in whatI was talking about before and we came
to a cláse that was personal branding, granding and all that and it puts
my Linkedin profile, as an example, and how you would stick to pictures

(17:06):
and I like. But of coursenot, because here you can see that
you win a crack because look andit makes it super good, the panel
has put its value in the titlesand I like what' s going on
here, of course because in theend, what happens to you with imposter
syndrome is that people tell you thatyou' re good, but until you

(17:26):
see it you have to say tome that sometimes it happens to me still,
because you don' t believe it, you don' t finish believing.
Sure, no, that' snot great, but of course it
has to be shocking that a teacherthere that you' re in suddenly says
good is on my profile. Yes, yes, it' s very strong,
very strong. The truth and ofcourse, or is that I got

(17:48):
super good notice in this class,the truth and above I cared very much
about growing up. Sure, no, it' s not clear. And
then, when he gets you backfrom America, what do you do or
two, what is your goal,because I set a goal and it was
that I wanted to make it possibleto work in an agency in less than
x time. I remember I didn' t know I said like three months

(18:11):
or something, and that goes,I mean I haven' t had even
five days in Spain already had theinterview, I mean super good, with
Raúl. Besides, ras rides somethingthat' s a grado. Okay Vale,
ah Vale Vale I love it becauseI know all the names more than
ah because I interview them all,that is, Raúl parte, raúl central.

(18:33):
I loved it from the beginning becauseI did an interview that wasn'
t an interview, that is,we just talked about values, that it
was what he valued most and whatI valued. And what to say is,
I' m up in Esmartia learninga lot of things and very well
and whether or not I' mgoing or not, no, no,
no. I went for a ratin February. The truth makes it very

(18:59):
clear, of course, that look, of course it sounds to me that
you left such and then clear inthe sea you learn there with raul that
yes, that it is a crackAnd then what you do, then I
come up with an opportunity for acompany, but in the end I stopped
collaborating nothing a week ago And nowfull with my personal brand to see it

(19:21):
comes out and also as a littlecreative stop to see where I want to
go, because, well, Ileave that. I' m collaborating with
a company And so good to myclose environment, which is the one who
knew that I had gone to thiscompany, because I' m already saying
a little that I stopped collaborating becauseit doesn' t fill me either much

(19:44):
neither the sector nor what I wasreally doing, apart from that you always
see that you try to remove thisprejudice from that you' re young.
But when you start with a lotof ideas and just like you end up
burdening, sometimes you know. So, let' s say that that happened
to me on more than one occasionand recently, because that happened to me
and nothing at that stage. I' m running my own website making a

(20:10):
lot of changes myself and so growingup and doing parallel things that aren'
t worth it' s worth it' s clear and I love that you
tell me a little bit, apartfrom that it hits me a lot,
that you have a lot of impostersyndrome that Mick gives me I' ve
still been extending it, but it' s for being young and woman.
It' s two stereotypes that wouldscrew me a lot to say,"

(20:30):
Look what it does to you thatI' m young and girl, because
they kind of look at you,like it looks like the intern, no
yes, because I think that manytimes it' s imposter syndrome is more
mine on a personal level than somethingimposed. I explain to myself they have
always told me ana such is verygood, that you are such and I,

(20:52):
as yes, yes, yes likeyes, you know, but I
kind of don' t give itmore importance. It' s also true
that that supported me. I canconnect much more with people who give me
because or when I do a webinaror with anything, they tell me beautiful
things, because in the end theysee that I am close, that no,

(21:14):
because that many times ah is thatyou are Linkedin top voys. How
have you done it, sure messages, sure you won' t answer me
and clear well, that I answerthem at best in ten minutes. Nor
should I say that this twenty-four or seven in Linkedin that sometimes yes,
but of course they see that Ianswer them. Jope. Thank you
so much, and I eat,but if I' m nobody for having
a Linkedin bash. I' mstill a person with two legs, two

(21:37):
arms, fortunately and with common sense, but people are like they already mine
you in another way and then alreadyon you, because find out at your
age that I removed it from allsides because I also took the test and
stopped offering internships, already manager positions. And then, of course, many
times it hits you even not becausethey send you the process and put you

(22:00):
in your birth year, things sothey' re not supposed to be able
to put it, but they putit in you. And it' s
like ay, it' s justthat you' re very young is that
how you' re going to collectso much and I as well as guys
that I was already charging. Thisis that I have never been asked,
at age I have been asked whatI can do for them. Of course,
it' s very different. Iaccept after that, I don'
t know, I don' tknow if it' s really something imposed

(22:23):
by society, which I don't believe, but I' ve found
cases that at first it' slike they love you very, very,
very much and then you' rein and they start to look down on
you a little bit. And Isaid I' ve been through here,
I mean, I haven' tbeen done by outsiders You' re gonna
do it to me. You wantedto hire me You know, not really.
He' s been very strong.I' ve been through things.
Well everyone learns, but it's true of age And I recently got

(22:47):
hit by a process and then Iwrote to the person I say I don
' t understand if you come askingage I mean, and what else do
you give and I have ten cinemasthat you can tell me that I play
fourteen last payrolls, is that thereare super strong things. Sure, then
it' s a little weird andgood there. And how they make you

(23:07):
top I go, because how isthe process of everything, because it'
s true that always wow now latelythe fast link with that if this brand
is verified or I don' tknow what stories that created, the insignia
that they say is a WA andthe top I go, how it is,
then look at me so that youget an idea. I don'

(23:30):
t know, I mean, becauseI don' t know what the process
is that if I remember to beresearching because I wanted, that is,
it was like a goal or notfor anything, but because I say jope
I like to publish and I have, in a way, as an impulse
there thanks to the people that Ihave a community. You could say and
say, then, to see ifI get it, I go to America

(23:52):
public almost that I tell you thatless than ever, but with more meaning
than ever. Also and I saywell they won' t contact me because,
I mean, I wasn' tmoving it anymore, because I had
put it on the agenda of Ithink it was two thousand twenty- two
twenty- three and I took itfor granted. And the thing is,
yes, it' s true,because that published a little bit. How

(24:14):
was my stage of learning and growingout, because since I remember, a
post that was super nice that alsopeople started to comment also similar experiences that
I said to grow up and discoverwho it hurts a lot, it hurts
and a lot, and I toldyou a little, because my first few

(24:34):
months I don' t know ifit was the first time in the United
States, but it was so faraway from my family, a lot of
comments that happened to me, andI' m going to have some friends,
but I can handle you completely bymyself, and I' m going
to tell you that the first timein my life, because it wasn'

(24:56):
t the first time, but itwasn' t so far away and it
had super good reactions, a lotof comments came from me and I'
m going to be a backpacker forit or something is that I remember comments
today I don' t get somuch from people and that I' m
already going to go to Spain,I start working at the agency and at

(25:17):
two months I get a form thatI' ve been named as I'
s going to name myself as TopBoys in the next few weeks that they
want me to fill something. Ifyou can think that my first reaction was
that it was a scam I sayI' m not going to open the
link and then I open it andI see it' s a Microsoft phone
and I say it' s okaythat I was serious. Well, I
' ve already been screaming around myhouse, I mean Mom, very strong,
very strong, but of course Idon' t know what I mean.
I' d tell you what's most about the ester bonding process

(25:40):
dof boys is that they see youactually bringing people in. Of course not
so much vanity metrics that we oftenstop filling ourselves with followers. Or what
I was telling you before I startedrecording, which is that I don'
t even look at them. Theother day they told me to is that
they have many followers on link andI say that I don' t know
if I have thirteen zero left methirteen zero when I look at it with

(26:02):
a bandage, yes, if Ihave thirteen zero or sixteen thousand or fifteen
zero you have no idea you havefifteen thousand and peaks it seems to me,
because look clearly no, but whathappens is that it does me thanks
to Top Boys and others, becausethere are people that don' t give
it so little value because look youreally haven' t done anything. You
were simply publishing doing well and suddenlythey have considered that such now that you

(26:23):
are top because you have more engagementthan ever. It is said that the
Top Boys have there, as Iwould say urban, not they have open
there in Linkedin. I' dsay no. Yes, it' s
true that how to link Game ofBois, they provide you with Linkedin Premium.
I' d tell you this,yeah, which is what helps you

(26:44):
have more statistics. And then howyou can move in a way that is,
you move completely differently. It's like we say you have a
house where you only have one windowand all of a sudden they take the
bricks from each other and you geta double one. So, let'
s just say it' s likethat. The truth is that I came

(27:06):
up with more opportunity to look atyou different than people who are like.
But if I' m still thesame person, I want to tell you
that I' m sure they valueyou. But it' s already like
a social cross that in the endall this is marketing that it' s
good, that you don' tjust look good, but that you'
re good. But now when itcomes to wanting or starting to work much
more your personal brand helps you alot, no yes, yes, yes,

(27:30):
there is completely. In fact,thanks also to link Hayn, two
amazing girls, NAIAI Yogith, whoinvited me to a presentation in the European
University, at the European University hereMadrid, because that you are having small
extra opportunities that otherwise you would notbe clear, well, but and look
how it was that talk and othersfor people of your generation, in quotation

(27:52):
marks, to motivate him, tosee what to focus his path more,
as it was debate as well astype of employment. I remember, because
it was last year already and becauseit was like a round talk like that
between colleagues that besides I knew onethat was we were also all top Boys.

(28:15):
And so, speaking a little bitof the different perspectives, my role
was super expensive, because it waspeople. And then there was a girl
who was more than a guy forgivinghuman resources, and then another person who
was more like mentoring or super crack, that is, what they had one
hundred and five thousand followers and Isay what I do here, that is,

(28:36):
I first do you here and thenyou hear, well so bad,
I' m not doing it tobe here between two super cracks. You
know that' s just he's seen potential in me, but you
know there' s always quite alot of feet on the ground. And
super well, that' s whenI realized that I really connected, because
I remember that I didn' tmean my age and I was all over
the world, especially the older ones, like freaking out because I opened the

(28:57):
talk and I said it' sreally weird not sitting there with you guys.
Then people of course like and howmany you will have auntie, for
twenty, well, twenty- fiveand then I told myself many people came
to me because I said I mentionedmy age and it approached me. I
remember. I think the director ofoperations from all over Europe, America and

(29:18):
Linkedin' s and she tells meif you' re a dick and you
' re a crack. I don' t know what, but in the
opposite sense to what I' veoften found myself in pare is super small,
a little freaked out, no,I mean, I didn' t
think you were that old how strongyou are super good you' re a
crack. It' s gonna betoo high. But so I say my
mother, thank you very much.Coming from you, you know, I

(29:41):
love you I don' t knowhow to explain it. Well, hey,
it' s great that you're there so far on the ground,
' cause everybody tells you. It' s clear that something is not
yes to see is the bad thingthat you are. Always or thinking that
you can always improve things, butwell, I' m also working it,

(30:02):
that it' s not so healthyto have it always so on the
earth clear, not good there allin its right measure And now I,
for example, I know that I' ve seen you a lot that analyzes
campaigns there of public that are coolnot and how it gave you to start
coming I' m going to analyzecampaigns and so on, because that'

(30:26):
s what I was doing in mybeginnings, because when I started in Baccalaureate,
I had a subject that was tickingfrom block taine to how to analyze
campaigns and see that we got outof them. He was a teacher I
adored who also looks at. Ididn' t remember and I didn'
t comment that it was a littlebit also why I knew where to move.
I didn' t know if advertisingor a little more generalist marketing,

(30:49):
but it was one of the subjectsthat marked me a lot on a personal
level and that I knew how towalk and that is, we analyzed a
lot of campaigns. Then he cameto the pandemic and I remember analyzing everyone
with the masks, I remember thebrands to reward a little bit the whole
health system that turned the coca cola, because I was already doing this a

(31:11):
little bit, but I sinned maybethat I didn' t want to,
I mean, I was so afraidthat I would label myself for something that
I didn' t, I mean, I was just saying. Hey,
I' ve seen this brutal coca- cola campaign that looks like it to
me, I loved it, butI didn' t get into the strategic
analysis that much. It' salso true that I didn' t have

(31:36):
that much knowledge, but I usedto. So it' s been like
a way to take it back andsay what else I can bring with my
vision, which, obviously, noteveryone is going to say the same thing,
not good, but it' sa way to keep bringing visibility and
giving your vision to your point ofview. No yes total of course that
also Milan does quite enough and isvery well. And the truth is,

(31:59):
it' s cool. I alsoget involved because so last campaigns that you
said oysters or where they look forcampaigns or sites that you say? Pages
or sites you say? Well,I' m going to look at the
latest campaigns and analyze them, becauseI would tell you that my reference site

(32:21):
is always direct marketing. Okay thatis so much on social networks that many
times I go to draw from themand it comes out one or simply that
I have alerts on Google so thatI jump ear bells because many times it
comes out not the typical of thecampaign of the City of Torrelodon is for
the political party x, because somethingstrange comes out from there. But every

(32:43):
now and then they do come outto you, I' ve got it
a little more refined, because itused to be horrible. I mean,
I got ten or twenty emails,and none of them were from any campaign.
But yeah, I' d tellyou this and then already for old
campaigns, if I want to maybe, it' s a Halloween or a
Christmas. And I haven' tseen anything interesting yet, because I like
to rescue ancients. And so Ilook at you, because you' re

(33:06):
interested or some of these inspirational.I mean, what' s some old
campaign you did recently? Doesn't it ring a bell that you'
ve recently become old- fashioned?I think on some Valentine' s Day,
I put some, but it's just that already, of course,
three months ago, of course,we' re in May. It
doesn' t ring a bell.They' re not very sporadic. It

(33:29):
is usually more of a typical campaignthat, perhaps, this time has not
resonated so much. And I sayI' m going to pull old ones.
I' m going to comment.Hey, you saw this campaign.
Sure, then what happens that Idon' t stay in the pinterest.
Then I start bichar to see whathe does already in what year. A
little bit knows how to go background, because it' s not the same

(33:52):
as that campaign, because of themilk in two thousand fourteen that now that
you say it' s going tobe small gives me campaign not good,
of course that. I remember howclear 20 zero came out of the wave
recently. I' m edu merryChristmas. You, when that campaign you
wouldn' t have been born,you were a child calling no, I
don' t think you were born. I don' t know if I

(34:13):
think it was very small, butI' ve seen it general sculpture of
the o. Yeah, but Idon' t know if he' s
trying twenty- five or twenty-six years is the ad, uh,
maybe, I don' t knowhow old you are at the end of
Gadi, how old you are.You' re twenty- three. I
' m twenty- three, becauseI' m telling you, I don
' t know if it was announced. I think a while ago it was
like twenty- five years ago andI say Mother Middle, if I remember

(34:34):
this announcement perfectly. He was alreadya kid. Maybe, but I don
' t know. I just don' t know if it was ninety-
something or two grand. Uh,I don' t know, I mean,
the bus' s almost 2,000. They weren' t born,
they were already project no, asthey say, of course it'
s clear you see that ad,for example, and now you see the

(34:55):
phone number of the last one theymade that they' ve been with us
for a hundred years. And soand you see all evolution, for example,
there would be very much coming,as you' re looking at it
here live. Yeah, well,I just don' t know because I
got the two thousand ten campaign outhere. But of course, two thousand
ten would be the birth of YouTubecasting clear in ninety- seven at the
end of ninety- seven and itwasn' t even a project yet,

(35:19):
that is, you weren' ta project, so see how everything has
evolved. And of course, thatcampaign became super lifelike, but good.
And now, for example, clearwhat the last campaign has been. So
you' re shocked that you haven' t talked yet, because the last
one you talked about was the oldone or Dorsia' s, which is
Dorsia' s. I think Dorsia, that was fabric. Well, the

(35:42):
last one was its own, itwas Auntie, because it was vision laff
ah Vale, which appeared under himtea twelve. I' m saying this
could' ve taken advantage of it. Yeah, yeah, yeah, yeah,
without getting in the garlic and hearingsuper good, I don' t
know if he had 180 reactions orsomething. So, I do look at
it. That wasn' t theone who then noticed what the internet was.

(36:07):
That wasn' t the one thatsomeone then talked to and a magazine
got in touch with them. Butthat was age ah of age okay,
of course, the age that thenit was not true that it did Isabel
la vega first thing in the morningand then it was done more by an
agency copied the idea, because thatwas two. What happens is that I

(36:30):
was either way, I always liketo go a bit further, because it
also occurred to me and besides,I remember talking to Risa. I mean,
it' s the mythical thing.I mean, it was a perfect
opportunity for two, but they're not gonna get into those. And
of course I saw it underneath andI remember talking to my father and that
also this fixed tells me these daughtersin what is below and I say the

(36:50):
only thing that are glasses. Idon' t say super ironic what you
should have seen is this and thennothing the next day. I remember being
with the Kamba first thing in themorning before I went into a meeting saying
I have to finish it in anhour, an hour, an hour,
and I finished it and did itthere as a little analysis. And hey
it went well, well good,but you think a lot of brands have

(37:15):
lost the North. I think alot of brands already throw to do the
same thing all the time. Fannumber one of modern points. I don
' t want to be misinterpreted,but when one thing is more like it,
everyone tends to go to it insteadof wondering what I can contribute differently.
That is, we throw away moreby copying, by inspiring ourselves than

(37:37):
by looking for another way. Sure, but look. I' m also
a big fan of modern fucking,and yet I' m tired of modern
fucking because I don' t wantto say it anymore, but yes,
I mean, it seems to methat they keep doing very good work,
of course, because they always findthe way precisely how they are, because
that differentiation. I' ve gotmy dog here, you' ve seen

(37:58):
that he' s opened up theforce and I' m saying I don
' t want him to be scaredthat I have ghosts around here. No,
I can' t imagine, it' s okay. Yes, I
have him here, because that isexactly what they are, because to differentiate
him to do disruptive things or newsensation of the client will have a briefin
and so on, because of courseit costs them much less than in the
end the outside ones did a course, I remember. I don' t
know where modern decrees are in Odemin. I think so in your home or

(38:22):
domestic. I don' t knowon any of these channels. I remember,
they had the course, so whathappens that people will have seen it
and will say, because I likethese And in the end, because I
think we lose how pretty really isthe essence of each one, that is,
in the end the essence of modernpoints is to be a little bit,
because you scoundrel breaker with everything thathas been done, to say things

(38:44):
without hairs in the tongue that Ipart a bit of my nis text it
and so not to say things.And if I put a guide to a
meme that day because it has comeout to me, it is not normal,
but it is serious without stubble,not clear, and then I feel
a little sorry because in the endI feel like the creativity of the sector
is cannibalized in some way. Well, of course that' s a good

(39:05):
topic. But I was telling youa little bit that brands aren' t
creative, but they' ve losta little bit of the North, because
I see it now that and Italked about it a thousand years ago with
another interview that like who' son all networks, they want to damage
that network and, instead of Ithink I put it in a place recently
I think that the mark of whatyou have to do is to look for

(39:28):
how to adapt the network to it, no, she to the network you
look expectant, yes, yes,yes, no. I don' t
agree with this, too. It' s more normal than you think,
that is to say, not workingin an agency. There' s always
a client who says it' snot that we should be on Twitter,
on tiktok, on Facebook and Iwhy you want to take care of so

(39:52):
many channels, spend so much timeand budget, if there are really two
that you need. Then you'll open it by testing. If you
want to know when ceret came outall of a sudden all the brands wanted
to be there, I mean,but if we' re an agency and
we' re not even for whatpurpose you have problems that don' t

(40:15):
wonder what goal every social network hasor where they want, they want to
get clear. But that makes melaugh that there are many brands or that
they are very powerful and if theyare not super lost or not, because
I also look at it in thesense that there are many brands that are
very many years ago have already workedall life and it has always worked based

(40:36):
on but now everything is changing andthen they don' t know anything adapt
or it is very lost. Okay, and now that we have to get
into tik Tok, we already dodances. As the one who says clearly
what happens is that I think thereis in this sense it is more complicated
than, for example, a manolfruit shop shits it and gets into five

(40:58):
social networks and in the end endsup in everything like this because it calls
the story. Finish them all withouttaking care, because it says this doesn
' t work. And there isalready that a coke that can be allowed
jayan, that is, a coke, because Oreo does not. The other
day I was talking to a mentorI had for a few years and he
was telling me that' s howOreos has just spent making a video of

(41:22):
these already generational in the middle ofthe street. I don' t know
if it was twenty zero or fortyzero bucks to design a cookie rolling through
the streets. I mean, they' re marks you can afford. Sure,
well, but look now look nowrecently at Apple' s crass campaign,
which has publicly apologized because it recognizedthat it had screwed up. Well,
it' s just that Apple diedwith steve jobs you think. Yeah,

(41:49):
I mean, it was that besides, watching the movies and the book
and everything more and more agreed.I mean, I think now I'
m jam Samson the truth, Imean, everything has to be said for
trying to switch to iPhone in America. It' s worth less than 24
hours. My cell phone lasted.I' ve been waiting for you for

(42:10):
a month on iPhone fourteen pro Max. Besides that there was a cheaper peline
and it was the American version withanother processor and so I said I'
m going to try it and Ididn' t like anything, absolutely nothing.
And in fact, guerrilla marketing thereis brutal, because I remember there
was a Samsung ad that said wealready have the flexible screens. This is
the time and I put an accountantthat our competition has been like this without

(42:35):
him, or that the apple hasbeen without him, and I had an
accountant over the years and all gooddid not see the announcement made by Santsung
as he made cras the appel yesbrutal or within two days the one of
taking the guitar, that is,all the relation of the guitar press And
I say well, well they werewaiting there. It' s brutal.

(42:57):
I love that in Spain you startto do a little more of that,
because before it was not so commonto see it. I always remember the
can of how it' s said. I don' t know if it
was pep, yes, it wasa can of pepsis with a layer of
coke glue. Oh yeah, happypesetia Halloween, yeah, and he answered
coke tail without changing the picture oranything, and he said everyone wants to

(43:20):
be a hero and it was brutalto you it' s that I love
in this one. In fact,I don' t think I know if
they' ve been there in Netflixor a documentary about the coca cola pessi
war all along a bunch of themnot because look at this I don'
t know her. You have toask recently that of I think they have
released a documentary now from the waris not called being. I don'
t know what, but it's only from all the evolution of mexico

(43:44):
tail, which is also what theysay if there hadn' t been the
other or they hadn' t madesuch rapid progress on the subject of competition.
What happens is that the issue ofbifs, which is said here not
now that it is fashionable among Spanishbrands, I do not know how far
they are profitable. I don't know, that would have to be
metric. Then, obviously, becauseit' s like Dorsia, everyone'

(44:07):
s like cool because I don't agree with what you' re saying
and I say, but if it' s me, I' m not
really saying that I agree or disagree. I think things can be said the
same way, but in a muchmore ethical way, that you can draw
attention and you can viralize, butto what extent you get into a swampy
terrain on an ethical level and aboveall, in the field of women,
which now has a lot of importanceand I don' t consider myself an

(44:29):
extrunist much less, just that thingsare as they are and that' s
it. I don' t know. I don' t know if people
will have compensated them by saying howyou' ve already talked about them,
and something does, but it's just that for me, honestly,
the sense of marketing, that is, I don' t care if they
talk about me right or wrong.It doesn' t make sense to me,
but I want you to talk badabout my brand. If tomorrow I

(44:50):
have a company. Of course,man, there' s the phrase.
I don' t know what shesaid about talking right or wrong about you,
but if she talks yes to theleague, I mean, she doesn
' t justify the middle either.Of course there are a thousand sentences.
So I remember in the comments.And then, well, it' s
just that I, I mean,I' m really sorry, but it

(45:10):
' s just that then you geta lot of analysis of marketing. They
don' t throw stones at ourroof for these campaigns. Sure, well,
people don' t have that muchmemory. It' s just that
that' s another one, it' s that this is a long,
long debate, because people no longerhave a memory. People do blessed hemeroteca,
not what they say, but thenpeople don' t start thinking about

(45:34):
what campaign you did. You talkedabout Valentine' s Day or if you
said no, but it' sjust that you at the time are very
few who do that. I thinkI' m going to tell you one
thing. It makes you think,because I' m thinking about it a
lot these days. People have nomemory, because they don' t want
to have it. But then,as soon as you do something, they
' re looking' cause he doesn' t hear,' cause he didn

(45:58):
' t remember me, but hesounds to me. You want to sound
like they' re branded and clearthen they say it goes, because this
is green washing and then it willtry to do it best by modersia,
as you can be another example thatI have nothing against the brand much less,
but, for example, Dorsia,then tomorrow, maybe they say what
happened, not that they took anote of prey and saying that they always
advocate, because women stay as suchand as such. And it' s
like, well, your campaign messagewith what you' re saying now doesn

(46:22):
' t come home and that's all, because now you' re
being mobile that you take the canvasfrom seven thousand five hundred different angles as
if you want it from a butthen of course, in the end you
have a lot. I mean,we' re like digital Internet cops,
it' s just that everything's gonna be in writing or by image.
You have to be very careful.Of course I did That' s

(46:44):
what the Internet police just said.It' s funny because an interview I
had with a journalist and he wasvery right that today anyone with a mobile
phone takes a picture of something thatis news and he thinks he is a
journalist and that' s not so, that it' s a mistake,
that he has a lot of longnetworks and that you have to know how
to filter a lot. Yeah,but that' s what happens in all

(47:06):
professions, it' s like theone I in my own family, and
I want a lot. But Ihave a person or I' m not
going to say a handful, nota cousin and so, but I was
saying you' re going and it' s that I' m running the
social networks of my neighborhood pharmacy andhow you do what strategy you have.
No, it' s not likeI' m leaving one day and then
nothing. I record two videos,I' m a photo. I put,

(47:30):
because the product of I don't know what thirty until and I
publish it and then nothing, nothing, little by little it will take off
or how long it has been sixmonths has taken off social networks, I
haven' t gained from followers AndI say mine, because that' s
the way things go. People studyfor something my mother, well, I

(47:51):
could have put in chagpt not aplan, a little bit of hearing how
to do to take off a pharmacyfrom my neighborhood that still learns more because
yes, yes, now you seemore opportunities. It depends on how things
go. Well, that' swhat I was saying that artificial intelligences have
democratized creativity and now there' sgoing to be billions more shit, but

(48:14):
that the creative is going to standout triple in less time. Yeah,
I think so. I like tothink so. It' s also true
that there' s going to bea lot more competition than there was before.
And that is, now I reallythink that intelligence is not going to
be rewarded so much in a fewmonths, but the ability you have to

(48:35):
stand out from the rest, whichseems a little dangerous to me, because
before the same thing happened, inthe end, to the smart guy,
because he' s left behind becausehe doesn' t do any work to
be seen. In fact, Ihave a friend who doesn' t have
social networks or anything, and Isay you' re a big saying open
up, even if it' sa web, but it' s that
if you' re a crack andyou don' t give her visibility that

(48:58):
it serves you and because it seemsto me that you' re going to
be a little bit the same withthe topic of the ia. Now,
and now you' re talking aboutpersonal branding, moments of courage that you
tell us because I give, forexample, I didn' t know that
you have a new letter tell us, but it' s in Linkedin,
it' s not nis letterde assuch to send e- mail the perspective

(49:19):
z You also know that because,because I didn' t even know it.
But if you' ve commented onany post, but post but it
won' t be from the nis from the New Leaky. Yes,
when I just do, which later, to give visibility when publishing it makes
Linkedin. It' s like youshare an article and okay. But it
makes you like uploading a little copithat what I do is like summarizing a

(49:40):
little what I talk about in thepost. Not at all, because I
want you to read it logically,but I want you to do it a
little more gutter, a little bitmore. We' re going to open
such a debate that I remember Istarted using that. We' re gonna
open a melon in February last yearand all of a sudden, now everybody
used that thing. Let' sopen a melon. Ah I used it,
but because you always say it goes. We' re gonna open a

(50:01):
melon, but you didn' tknow. Of course not, but I
mean, I mean, people whofollow me and didn' t publish anything
before, and I' m tellingyou in the posts, but at no
time does my baby girl come out, because look call me my point Boomen,
which I didn' t even notice. Well, anyway, listen,
if it' s interesting at usabilitylevel. That' s for someone who

(50:22):
sure,' cause I was tellingyou about the posts, but I didn
' t know they were new leker. But well, you' re gonna
make email nibbles or you' regonna stick to new letter from linkan,
because there I am. I mean, I like Miriam, for example,
it' s very much what Ithink I do. I like it,
I mean, yeah, I endup doing the same thing, but I

(50:42):
like to have a plan, Imean, I don' t want to
start an example, whatsapp' sfood. I have a community of Whatsapp
and, fortunately, super well hashad very good reception. In addition,
I took advantage of a digital eventthat I asked about Letti' s fact,
which I asked Letis if he coulduse it. I don' t
know. I always like them.There are other people who catch and launch
a mini catchment process there in themiddle of the event. But call it

(51:07):
ethical, call it inner peace thatI told him Hey, you care that
you do and he said no atall. Put it on whatever you want,
because I mean, I don't like opening channels without me knowing
I' m gonna be able tokeep them. Well, then I don
' t know, I don't know that far, come on,
you make stock bread they can tellpeople or what you' re on about

(51:28):
to say, so come on,I' m gonna put this or that
on your Whatsapp channel. Tell us, then, right now, where you
can find me the most and whereyou will always be able to find me
is link, that is, hedeclared me Linkedin fan number zero because,
because it has allowed me to haveeverything I have right now. I mean,
it' s also true that Idid, but let' s say

(51:50):
it' s my main platform.Yes, my speaker has been my speaker
for absolutely everything. And so,then more small channels. I had a
thousand followers on Instagram who also rememberthat I went with a lot of force
a thousand and I' m goingto tell you a month or so,
but he gave me the neura forerasing it, because the algorithm rewarded the

(52:13):
new accounts and so and in theend I opened the new account. He
rewarded her, but I think Ihave two hundred followers. That' s
because I was very quick to unmotivate. The truth is I said again to
start over. It was a littlesilly. The truth is that I deleted
it. But that' s it. And, obviously, my community in
Whatsapp, which had opened it alittle while ago and I give it a

(52:34):
lot of my Ima, but that, I mean, I want to grow
up, but in a controlled wayyou see that I didn' t know
either, because I have it allhighlighted from my profile. But it'
s true that the community said Ididn' t give him much. That
' s got to put your poston it, I know, but it
' s like it' s like,' cause I was gonna open it,
but I really didn' t knowif I was gonna want it,

(52:55):
keep it, if I was gonnabe. If you don' t give
me the imposter, no, no, but it' s not always imposter
me. It' s more personal. That I didn' t know if
I was going to want to keepit, because it' s not my
focus. I mean right now I' m in a limbo and also,
like, if there are people wholisten to us, it' s not
going to feel identified that I alwaysby ah by being finished as doing things

(53:16):
very in the mud. But whatI' m really good at is contributing
a little more from the top,from the strategy. So I' m
there in that phase that I'm also defining, because my website and
I want to know a little bitwhere, where I am and where I
really want to go. So,that' s when we talked, because
what they should do many times theearmark is worth, because this channel with

(53:37):
what objective and it wasn' tso clear that the goal of the Community
was then good, because there isthe community and with very few people,
I have decided to open a smallgroup that is like networking, that I
didn' t know to say tosee if people talk like that not and
more or less occasionally, but inthe end I didn' t know a

(53:58):
little about the objective, nor thefocus that I wanted to devote to it
or the time. Then I didn' t hit him. Maybe now in
a month, you' ll startseeing him. Who knows, well so
and besides, the algorithm is puttingme in your life and the first hour
of the morning I have to takeadvantage of it, because of course,
to see if it is true thatyou take advantage of it and you call
here and see you see we seemany zetas and they say we will follow

(54:22):
still more Ana and Rodrigo here tothe Canal to subscribe to the people.
So nothing hears a pleasure having youhere? It' s been almost an
hour now, that is, yes, or he' s been checking now
and I say, my mother,flying, we have to make more coffees
of these. I could do anythingbut hear about tumanas with all the marks
we talked about today in the interview. They could already sponsor us to IT

(54:45):
and friend that Cally, because wedo have a few between platforms form campaigns
and others would have to sponsor youthe podcast. Yeah, yeah. It
' s okay. Okay, well, nothing, nothing, a pleasure having
you here and nothing I' mreading you through the nets now, so
we stayed a rat and we talkedand yes we see each other. Well,

(55:07):
hello, then nothing a hug.Bye.