What do you actually do?
Tags: [nike], [nestlé], [team], [concept], [integrated], [digital], [social media], [strategy], [ideas], [trendwatching], [advertising that does not seem advertising].
When and why did you join?
Around 5 years ago. While I was working in my previous job, I wanted to improve my digital thinking and skills, so I signed up at a viral and new media course. The subject of the last exercise was: “be famous”. In 48 hours, the main Spanish TV programmes and newspapers spread the word “A 24 years old activist put his sperm up for auction on eBay" on Father's Day itself. One Creative Director in DoubleYou thought it was a good example of “won –and liquid- media”, so she hired me (just to work at DoubleYou).
How did you get started in the industry?
At 22, I finished my studies in Advertising and PR and, soon after that, I offered to work at Bassat, Ogilvy & Mather. After several months working for free, they rewarded me with a contract at OgilvyOne. They taught me to persevere.
What would you be doing if you weren't in the industry?
Enterpreneur. Journalist or travel guide writer may have been good “B options”.
What's your current favourite piece of creative work?
The only piece which gave me goose bumps was the great hall of policromes at the Paleolithic Cave of Altamira (North of Spain). But, if we are talking in professional terms, I consider Nike+ one of the best creative solutions ever. Still being stretched 6 years later with Nike+ Fuelband.
What do you love about your job?
Making and changing things is rewarding. Being paid for thinking is a dream come true. But the best of all is that I like to think that I’m as useful for people as for brands: that thought allows me to take my job as a meaningful and personal mission.
If you could give one piece of advice for someone starting out, what would it be?
Keep an open mind, your ideas simple and put your audience before your client. And in case anything goes wrong, remember you are not saving lives.
If you have one Super power what would it be?
To know everything.
What do you want to be when you grow up?
I like to think about the future, but not so long.
What was your worst job and what did you learn from it?
The year before starting my university studies, I worked unloading fish from a cargo ship in the Basque Country. I learnt that I wanted to be paid for thinking.
You have already worked with some amazing brands, who would you like to work with next?
In Spain, I wouldn’t mind working again for Atrapalo.com –an online travel agency-, because they are the bravest client I’ve ever known. I also admire the work being done for Flex –a mattress brand-, Aquarius –mineral drink-, Campofrío –foods-, or Coca-Cola. And, in Europe, I love the way KLM is behaving on Social Media. I envy their actions “Meet & Seat”, “KLM Surprise” or “Fly2Miami”.
However, as long as they are communicative and good listeners, I think good work could come from any brand.
Your favourite app or website?
WhatsApp and Skype.
Facebook or Twitter?
Jesus Revuelta is a member of The International Academy of Digital Arts & Sciences, the judging panel for The Lovie Awards. The Lovie Awards recognises the unique and resonant nature of the European Internet community. Entries for the Lovie Awards 2012 close on 21st September 2012 - please visit www.lovieawards.eu to enter.
DoubleYou is an integrated advertising communication agency, with a digital culture, a multidisciplinary vision and a creative profile, based in Barcelona, Madrid and Mexico City.