POSTPUBLICIDAD (Post-advertising)

Reflections on a New Advertising Culture

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• The author
• Doubleyou
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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

Prologue

The prologue, in round table format, took place in San Sebastian on Friday, 28 May 2010. The authors were César García, Ángel Riesgo, Toni Segarra and David Segura, and the host was Antonio Traugott, general director of the IAB.
Watch the prologue.

Table of Contents

Access to the paper version's table of contents.

Dedication:

This book is dedicated to all the professionals that have come through DoubleYou's doors.

Credits and thanks

Titie: Postpublicidad (Post-advertising)
Author: Daniel Solana
Editorial Coordination: DoubleYou
Proofreader: Joan Salvador
Typographic Correction: Natalia Vilaró
Design: DoubleYou
Layout: Montse Corral
ISBN: 978-84-614-0584-8
Legal Depository: B-19.918-2010
First edition printed in May 2010
Printing and binding: Índice Arts Gràfiques
© Daniel Solana, 2010

My gratitude to Frédo Sanz for his continuous encouragement to write the book, and for his comments and corrections. To Marcos de Gama, Cuca, Edu Pou, Ramón Castillo, and especially to my sister, Isabel Solana, who read the manuscript and helped me improve it. To Blanca Piera, in charge of the art direction and printing coordination. To the DoubleYou team that collaborated in its launch: Noemí Martínez, Bea Martín, Pablo "Honey Honey" Blanco, Txetxu Revuelta, Jose Rubio, David Sáenz-Diente, Álvaro Sandoval, Roser Gómez and so many more. To Carlos Martínez for his advice on the editorial world. To my admired prologue co-authors César García, Ángel Riesgo, Toni Segarra and David Segura. To Antonio Traugott and to the IAB that offered their support during the presentation. To my daughters, Berta and Miranda, for the time I stole from them. And lastly to my father, Pedro Solana, pioneer of his times. He taught me how to start up an agency from nothing.

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