Every time I go to the US and people ask my name, I always see a sarcastic smile coming out, slowly followed by a: ‘Hmmm, Faaaaabio (silent giggle)’.
It didn’t take much time until I discovered the origin of the irony.

Fabio is not a common name in the States, and a supposed Italian, ridiculous model of a ‘not butter’ product made the terrible service to associate his (and my, and all the other Fabio’s) name with his ridiculous persona.
Thanks to this old phony (I believe it was phony to be funny, …

Our entire day is sent working with other people.
We team up on concepts.
We meet with account to make sure work is on brief.

We loop in media to discover new ways to expand the work.
We work with production companies, editing houses uses and recording studios to create TV spots.
We collaborate with coders and UX people to craft engaging digital experiences.
And yet, when it comes time to show off what we can do to potential suitors?
We create the most “me”-focused presentation possible—the portfolio.
It’s nice to see the beautiful end results of our …

So what were you doing last week? Dancing topless on a 200-foot yacht off the South of France? Rubbing elbows with some ECDs from South America? Bumping uglies with a random AD from Amsterdam?
Sounds awesome. Hope you took pictures.
Me? I was in the office, cranking out work like a mofo. Selling shit. Saving projects. You know, a typical week in advertising.
Now, I’ve come down on award shows before, and this post isn’t really about that. I actually think Cannes, out of all the shows, seems to honor some of our …

I’ve been thinking about a quote that I read 15 years ago, when I first got into the business. Someone asked a then-successful Creative Director how he knew something was “good.”
Seems like an obvious question. Whenever we share something we’ve created, it’s a question we ask ourselves. Of course, the common answer is, “I know it, when I see it.” But that doesn’t really help. For some, something is “good” if it makes the little voice in their head say “yes!”. Of course, there are some who don’t have a …

Head on, apply directly to the forehead! Flo, the Progressive chick. Those nutty Metro PCS guys. Those crazy iO Digital Cable ads (watch a lot of channels, whenever you’re able). Pretty much every ad Swiffer has ever put on air.
You’ve seen these spots. You’ve probably hated most of them.
But there’s a good chance you like at least one. Someone’s liking ‘em, or else they wouldn’t still be running.
So fess up. What’s your favorite?
Me? I have to say I’m kind of a “Flo” fan. I know she’s a total dork and …

Not that you have to play a role every time in your agency, even knowing that there are some guys in this market that actually play to be someone they are not for their whole life.
But that’s not the subject of the article today.
What I am trying to say here is: nobody is good at everything.
Curiously, we are frequently questioned – and we question other people frequently – exactly about our/their weaknesses. Your boss and colleagues do this with you, you do it with them. People only see the flaws.
That’s …

Is a collection of pictures and videos really the best way to sell yourself?
Some people are quite good at putting together a killer portfolio. They spend hours upon hours perfecting it until it tells a seemingly perfect story about themselves.
But is it perfect, really?
I don’t think so. Because so many of these perfect portfolio creators turn out to be not so perfect employees.
How can that be?
Simple, really. The job we are asked to do each day does not even remotely resemble the act of putting together a portfolio. Perhaps there …

So, you’re at a bar, chatting with friends, enjoying a break. A man comes up to you. He looks very expensive, and serious. His suit is glossy, and perfectly cut. He speaks in rich, soothing tones, like a father whose approval you had always strived for, but could never achieve.
“Introducing Rich Goldrich. Rich Goldrich is rich and handsome. Date Rich Goldrich and your life will be surrounded with plastic that looks like rich mahogany, and sumptuous leather details. Rich Goldrich is rich and handsome. Visit www.RichGoldrich.com.”
You are not stunned. This …

I had the opportunity to spend four days in Barcelona last week on a hastily-arranged vacation. The time was short, but it was nice to have the change of scenery.
On my first day there, I noticed this huge, striking Nike banner draping one of the skyscrapers on Plaza Catalunya. It had two giant bell peppers in the team colors of Football Club Barcelona and a Nike swoosh. I thought, that’s cool, and made a note to myself to photograph it later.
Even though I’m not a huge sports guy, I knew …

When I first saw the ads and the coverage announcing the Judgment Day for May 21st, I thought it was a great guerilla campaign for a movie, maybe a prequel for “2012”.
But then, I realized that it wouldn’t make sense at all, not even for Hollywood. Yeah, the campaign was about the real J-Day.
The man who attracted the world’s media attention (why media, why?) with his “vision” is a broadcaster called Harold Camping and is…89 years old.
Man, if I was in my nineties and I was sure the world was …