COMMUNICATION 20 GREATEST HITS

Alain Uceda
Alain UcedaLet me tell you a good story... Your story. Brand and Corporate Communication. Question maker
UCE DA
  AIN ICATION
AL UN
   M
COM

             EST HITS
      0G REAT
   2
intro
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.
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.
T E      L   E   C    I   N   C    O




    SELF-PROMOTION
         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
media.
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
machines.
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.
telecommunications
                        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.
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
teamwork.
I As
                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.
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.
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.
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
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
working.
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.
EIGHT MILLION SMALL
    CHANGES
    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.
WITHOUT SLOGAN.
      WITHOUT
      CANDIDATE PIC.
      WITHOUT
      PRECEDENTS.
      AND MORE VOTES
      THAN EVER


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.
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
people.
thefirstavatarsponsorship




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
once.
vodafone wants what andalusia wants
                                                                         discover how
                                                                         we presented
                                                                         the vodafone
                                                                              proposal
                                                                         that led them
                                                                                 to win
                                                                           the biggest
                                                                   telecommunications
                                                                              contract
                                                                               in spain




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.
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
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.
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
credits



                                    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...
                                    Corretjé...




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...
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
                                                                                                                          Bermúdez.




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).
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.
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.


                                         Thanks.
COMMUNICATION 20 GREATEST HITS
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COMMUNICATION 20 GREATEST HITS

  • 1. UCE DA AIN ICATION AL UN M COM EST HITS 0G REAT 2
  • 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 SELF-PROMOTION 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 media.
  • 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 machines.
  • 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.
  • 8. telecommunications 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 teamwork.
  • 10. I As 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 working.
  • 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 CHANGES 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. WITHOUT CANDIDATE PIC. WITHOUT PRECEDENTS. AND MORE VOTES THAN EVER 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 people.
  • 19. thefirstavatarsponsorship 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 once.
  • 20. vodafone wants what andalusia wants discover how we presented the vodafone proposal that led them to win the biggest telecommunications contract in spain 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
  • 24. credits 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... Corretjé... 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 Bermúdez. 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. Thanks.