POSTPUBLICIDAD (Post-advertising)

Reflections on a New Advertising Culture

Postpublicidad (Post-advertising), the Book.
The book is an overall reflection on the situation in which advertising finds itself after the violent and amazing eruption of the internet and new media. Post-advertising explores advertising´s yin and yang, and the ways in which we are shifting from one communication culture to another. It delves into the need for "edible" advertising and the methods and ingredients with which to infuse ads with this edibility; the liquid nature of the internet and the liquefaction of the global media environment; of brands´ challenges in penetrating social territories, the need for them to acquire social manners and to learn to speak a language that they´ve never before used: the language of the people.
Daniel Solana. Life Path.
Study biology. At age 20, work in the psychopharmacological research department of a pharmaceutical company. Draw cartoons every day on the Catalunya Express. Start at an agency as a design assistant. Make the move from design to copy. Work as a creative in a soulless agency: Interalas. Work as a creative director in a high-pressure agency: Young & Rubicam Barcelona. Draw the comic "Creatas y Ejecutas." Clock in as creative director at Contrapunto Madrid and take over the post left by Toni Segarra. Try to write a novel based on the advertising of the future. Spend two years researching the advertising of the future. Live in San Francisco in 1995 and discover the advertising of the future there. Found DoubleYou, to transform the idea for the novel into an agency.
DoubleYou. Integrated advertising communication agency.
DoubleYou is an integrated communication agency that sets itself apart through its strong digital culture, multidisciplinary vision and vocation and clear creative profile. The agency, founded in 1996, has offices in Barcelona and Madrid and works for both national and international clients.
Its track record includes the honour of having won, in the last five years, five Grand Prizes at four different festivals: Cannes, FIAP, El Sol and Imán, and in four different areas: Digital Advertising, Direct Marketing, Integrated Advertising and Media.
www.doubleyou.com
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The Solid Book

Paper version of the book Postpublicidad (Post-advertising), 4th edition, November, 2017. Paperback with flaps, Spanish, 300 pages. Retail price €25.

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The Liquid Book

Digital and summarized version of the Postpublicidad (Post-advertising) book. Edition 1.0.

PDF format, Spanish, 52 pages, Free.

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The Gaseous book

Talking about: On the Distance Between Brands and People

Advertisers are fully aware that their brands need to get closer to the people.  Some react by launching corporate campaigns that show more human features of people´s lives.  But this does not humanize advertisers, because the voice continues to be off-camera, narrating the scene from a distance, not intruding into the normal and everyday lives of people.  There are no normal and everyday brands; brands are superior, that´s why they speak off –camera.  There is an enormous, seemingly unbridgeable divide between the language of the brands and the language of the street.

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