First Impression? Let’s try a last impression

After been interviewed at Warner Music offices, I realized that 20 min. are not enough to tell people about you.  Some people say on a job interview you have up to 7 seconds to make a good impression, and some generous writers say up to 30 seconds. What? Should I carry a stopwatch for the next one?

For me, first impressions are about instinct, but lasts impressions are about skills.  Every time I walk out the door, I remember everything I should have said. Everything seems to be clear when is too late. Sometimes under pressure the mind goes completely blank, therefore in a sunny and calm afternoon like today, I’m going to bring the key points that I missed.

Q. What are the most remarkable campaigns that I remember?

Radiohead promoting the physical release of the album King of Limbs. They distributed a free newspaper at 61 locations worldwide, unlike to other artists focusing on online media, they promoted an ink-and-paper handout called the Universal Sigh was a success. Continue reading


100 things you can do in Module C

Finally 17th of June.

Today we finished Module C and is Friday so is a plus to celebrate. Despite the fact I am exhausted, this has been my favorite module so far. These weeks have been very challenging; first, started this Blog, then started a Fan Page, then 4 assignments for Ecommerce, including visiting shops, buying online, calling customer services, researching, speaking and writing in a Masters level.  That made me think every word I was putting on it. Not that I didn’t care before, but this time I knew someone was reading thoughtfully and knew exactly the weakest parts.

To give you a grasp of what I did during May and June, take a big breath and read this paragraph in one go. Continue reading

They stole my idea

Yeah, yeah, yeah! It happens all the time and in many ways. When you work in advertising even more often; you think you have this amazing idea that none in the world can conceive in his head and while you wait for client’s approval or production schedule…. BANG! Someone in Shangai or Australia had the same idea.

That perturbed your relaxing morning. You were sitting in front of the computer, navigating all the ad websites and blogs that your daily routine dictates you. And suddenly find out that your idea is out there!! How come? Someone else had it, produced it and told the world: “I was first”.

You can tell the Art Director next to you…”Charly, remember that idea I told you…… they did it…” You tell your Creative Director, of course, he needs to know how talented you are and that your ideas have an international dimension. You tell the girl at the Coffee Shop and everyone that gets in your way.  So far 3 people, although you have to tell to the maximum of people you can, just to clarify that you were the one that had it FIRST. And what’s the point? While you were wasting your time mourning, others were thinking.

So, start again! Nobody is stealing ideas from you, you are stealing your own time.

The Tolosa Orozco

Let me introduce you my family. They don’t know anything about digital publishing, and no a clue how have changed the way brands communicate. So this post pursues to make it understandable for them.

Let’s see the case of our national Newspaper, “El Tiempo” and its transition to

My father has a subscription to El Tiempo, so he receives the newspaper every Sunday on the mailbox. He wakes up earlier that morning, around 7am, usually to pick it up and bring some fresh bread from the bakery. My mom is preparing breakfast and my brothers and me, watching TV in bed, lazies. When my father comes back, he turns on the radio and starts reading the whole paper. That’s the traditional Sunday morning at my house.

It would be completely different if my father would be sitting in front of the computer in the study room; he would be missing all the action, turning the page and folding the sections, after are read. Or just hiding behind it and moving down the newspaper to see what is happening in the living room. For him, having the real paper is more enjoyable than reading the screen of the computer.

But that differs by generation. Let’s go back in time to see its history. Continue reading