3. At ﬁrst, this collection was intended to replace the usual resume. I have tried to show in a
couple of minutes the most relevant parts of my work experience and my learnings. In short,
to tell the essentials, and make it easy to read.
I hope I've succeeded.
What we call communication nowadays has greatly changed its meaning in recent years. It is
no longer useful to talk about the barriers between formats or specialties, but the connections
between them. In that sense, talking about advertising, television, journalism, events or
planning leads us to a narrow vision that no longer applies. Today we understand the actions
of communication as an integral relationship that goes in multiple directions at once.
What you will ﬁnd next might be seen either as separate actions or, as I believe it is more
interesting, as diﬀerent approaches to the same purpose: to communicate.
4. ﬁrst music night radio program
a pleno sol live on air
1988 / Spain’s Public Radio Station. Learnings: how to operate a mixing desk; to
make interviews; to know every kind of music in depth; to use my voice, and most
important, to listen to my listeners.
5. T E L E C I N C O
THE FIRST COPYWRITER OF A NEW CATEGORY
1991 / Telecinco. Learnings: to understand a tv channel from the inside; to
promote mass media, something really useful today, as every one of us is its own
6. Why is everybody smoking Gold Coast?
1993 / N.C.A. Advertising. Learnings: to work as a creative; to try again and again
a text; to understand clients and to sell everything, from cigarretes to washing
7. 1995 / GREY CHILE Executive Creative Direction/Advertising. Learnings: to open my
mind to a new society. To fail without surrendering, to suceed without arrogance. To
be part of a teamwork, to lead it, to trust in it. Good advertising is about reaching
not the head but the heart of the people. It’s about communication.
the next generation
1996 / VTR Creative Direction/Advertising. Learnings: to understand
telecommunications as a whole integrated concept. And that everything would be
ﬂowing through one single cable in no time.
9. This Is Not Marlboro Country
How we sent the world leading brand out of the chilean market
1997 / Kent. CHILETABACOS. Creative Direction/Advertising. Learnings: what a
brand actually means to people. To compete globally and to play in a international
10. I As
first instruction manual for spanish agencies
1998 / VÍA DIGITAL. Corporación Multimedia. Script/Creativity. Learnings: The
whole range of possibilities that the interactive media oﬀers. To enjoy foreseeing
what would be the next trend to come.
11. SAYONARA KUROSAWA
1999 / CINEMANÍA. Lintas. Creative Direction/Advertising. Learnings: to defend an
idea not only when nobody attacks it but when nobody else cares about it. To
start noticing that the advertising business, as we knew it, was a living dead.
12. 2000 / Wasabi. First oﬄine agency for online clients. Executive Creative
Direction/Advertising. Learnings: to live at ﬁrst hand how the dot.com bubble
exploded. To understand that the internet was not a highway, nor a
encyclopaedia, but another map of real life.
13. Warming Cold Meat Communication
2001 / ELPOZO. Básico. Executive Creative Direction/Advertising. Learnings: to
build a food brand without talking about the foodstuﬀs. Pride is the main
ingredient that feeds brands. They are no longer owned by the companies but by
those who make them part of their lives
14. the TV program that created the book-trailer
2003 / CANAL 9. Direction/TV. Learnings: to create and run a brand new tv
format. To keep trusting in team enthusiasm as an essential. And to improve while
15. first stand-up comedy cartoon for kids
2005 / ZINKIA. Content Creation. Learnings: to be part of collaborative task force
made out of a worldwide distributed talent. Children sense of humor, stand-up
comedy mechanisms and cartoon culture. Mass media would probably be the last
to accept the reinventing laws of new media.
16. EIGHT MILLION SMALL
BECOME A big CHANGE
Communication Strategy for the Developement
of the Information Society in Andalusia
2006 / Andalusia Regional Government. Learnings: to work with a government.
It’s people who change technologies and not the other way round.
17. WITHOUT SLOGAN.
AND MORE VOTES
2007 / Local Elections Alcalá de Guadaira. Communication Strategy and
Creativity. Learnings: to make a political campaign breaking the old school rules.
Politicians are like cars; they must be sold always as if they were brand new.
18. when world leaders meet real people
2007 / Andalusia Regional Government. VODAFONE. Creativity for Big Events.
Learnings: to imagine xxl size events. To bring an idea of the future to a present
experience. To invent a path that leads Bob Geldof, Koﬁ Annan, Rigoberta Menchú,
Eduardo Aninat and some other global leaders to meet the necessities of real
2009 / FASTER. Communication Strategy. Learnings: to change the usual patterns
of the sports sponsorship. To deal with Bernie Ecclestone and the F1 rules. To build
a brand that would be also product, franchise, media, content and a game, all at
20. vodafone wants what andalusia wants
that led them
2011. Vodafone. Corporate Presentation. Learnings: that even the biggest business
decisions are taken by people made of blood and flesh. No matter how rational the
client business is (either wires or financials) you can always take it to the emotional side.
Even a telecommunications firm needs to learn sometimes about communication.
21. every day is a brand new day
the world opens their eyes up to the Spanish Breakfast
2011 / Spanish Olive Oil Board. Gaia. Communication Strategy. Learnings: most high-
aimed ideas reach only as far as his creator’s will and power. You can always invent a
new brand or product, even there where everything seems to be already invented
22. best pavilion prize in ﬁtur 2012
2012 / Andalusia Tourism Office. Abbsolute Group. Prsentation / Communication
Strategy. Learnings: to conceive an event as an interactive communication media. And
to customize the presentation of the main idea to every different partner.
23. If you think that my experience in creating contents and communication strategies
may be useful for your next project, you will ﬁnd more information and contact
details at www.alainagain.com
Pedro Pablo Hernández, Alberto Henry Pryzbyl, Valerio Lazarov, Antonio R. Aporta, Alejandro Juan Carlos Fabres (padre e hijo),
Blanco, Eugenio “Yeyo” González Adonella Azzoni and the great Navío, Mónica Sierra, Carmen Claudio Ayçaguer, Alfredo
Ladrón de Guevara, Rocío Azofra, self-promotion team at Telecinco Suárez, Ana Marcos. Santibáñez, Ingrid Lira, Juan
Javier Lago, Jesús Carreras, Pablo Fuenzalida, Rodrigo Gómez,
Federico Pérez de Lema, Julio Calú Sarroca, Patricia Bustos,
Ruiz, Esther Pedraza, José Luis Víctor Echegaray...
Fernando Vega Olmos, Javier Uría, Claudio Santis, Jorge Iribarra, Eduardo García Matilla, José Luis Manuel Valmorisco, Philippe Carlos López Ibor, Blanca Gortari,
Rodrigo Gómez, Sebastián Lía, José Miguel Lecumberri, David Troyano, Pepe Lerma. Bernard, Joe Ramos, Santi Pina, Iñigo Van Dulken
Christian Samaniego, Jaime Grime, Claudio Gómez, Juan Pablo Tito Marín, Alberto Contreras,
Millán, Julio Wassaf... Fuenzalida, Ingrid Lira, Jaime François Banon, Adriana Alcalde,
Capó, Stanley Gonczanski, Miguel Javier Cavanillas, María Camus...
Ángel Ceballos, Leo Ricagni...
25. Alfredo de Juan, Ignacio Sarraís, David Hermoso, Mariano Resquín, David Cantolla, Víctor López, José Andalusia Regional Government: Antonio G. Limones and his
Toni Guijarro (Soundgarden) Álvaro Ayala, Carlos García Vidal, María Castillejo. Pilar Rodríguez López, Carmen candidate’s office team, Alberto
Eduardo Vieitez, Daniel San Romero, Eva Piñar, Montserrat Martín, production managers
Román, Carlos Cazallas, Kati Mirman, Juan Francisco Delgado, Fran Sánchez del Forcallo and
Medina, Eloísa López, Olaya San Pablo Pleguezuelo, Susana Olivar, Bico Bermúdez
Pedro, Raquel Azcaray, Yedra Olga Fernández, Lola Seoane,
Vargas, Blanca García, Luis Fernando Cornello, Francisco
Mancha, Benjamín Zafra, Fernández Lineros...
Cristina Warner. Andalucía LabCom Team, directed
by Lorenzo Bennassar, Fran
Sánchez del Forcallo and Bico
Rosa Siles , (And alus ia Regi onal Luis García Abad (Fernando Alonso’s Vodafone Andalusía managing team: GAIA Agency :Cristina Ramos and Abbsolute Group: Fran Sánchez del
Government), Bico Bermúdez and a agent), Carlos López Ibor, Jesús Puente Diego Torrico, Javier Bellido y Jesús Rosana Cervera. Spanish Olive Oil Forcallo and Bico Bermúdez, Jorge
outstanding talent team, particularly and Patricia Ruilope (In&Out group) Pérez. Board: Pedro Rubio (vicepresidente and Fernández de la Morena, Cristina
Miguel Alonso (Cyan Animática) and Teresa Pérez (manager). Rodríguez, Vanessa Herencia...
Javier García (Nomon).
26. SPECIAL THANKS
I want to especially thank some people who do not appear as much as they should. Without
them many of these professional milestones would have been impossible, They have been
and are excellent colleagues and friends.
Eugenio «Yeyo» González Ladrón de Guevara. I got my ﬁrst clue of communication when I
met him my ﬁrst night at the radio, and after that, I have received many good advices and
ongoing support from him. He has also helped me to carry out most of my teaching activity,
ﬁrst at the University and nowadays at the RTVE Institute Master, where he is the Assistant
Manager of External Education. He might be one of the main radio business experts in Spain.
Jesús Puente Rubio, ﬁrst as an art director and later as an entrepreneur and businessman
(now chairs the In & Out Group). We have been team mates at Telecinco, NCA, Fahrenheit,
the Faster project and many, many others.
Lorenzo Bennassar, another "more-than-a-designer" professional, one of the world best art
directors and visual creatives. Since we met in Chile 18 years ago, we have kept on
collaborating, giving and asking for mutual advice and support, sometimes as partners,
sometimes involved in a common project, always as friends.
27. Any list of merit is inevitably incomplete. I apologize for the omissions to those who have
shared these and other moments up to now and have not been mentioned. I would like to
emphasize that any forgetting is entirely and exclusively my responsibility.