{"id":2483,"date":"2018-08-06T00:00:00","date_gmt":"2018-08-06T00:00:00","guid":{"rendered":"https:\/\/jeanleon.com\/2018\/08\/06\/honesty-is-rare-commodity-here-it-normally-comes-late\/"},"modified":"2018-08-06T00:00:00","modified_gmt":"2018-08-06T00:00:00","slug":"honesty-is-rare-commodity-here-it-normally-comes-late","status":"publish","type":"post","link":"https:\/\/jeanleon.com\/en\/honesty-is-rare-commodity-here-it-normally-comes-late\/","title":{"rendered":"\u201cHonesty is a rare commodity. Here it normally comes late.\u201d"},"content":{"rendered":"

Risto Mejide<\/strong> (Barcelona, 1973) needs no introduction. He\u2019s an advertising executive and TV presenter. He founded his advertising agency Aftershare.tv at the outbreak of the financial crisis and, 10 years later, it now has around 100 employees spread between Barcelona, Madrid, and Valencia. We talk to the advertising exec Risto, the TV Risto, and the more personal Risto. He\u2019s bound to get you talking.<\/p>\n

\"\"<\/p>\n

What kind of advertising is being done in Spain today?<\/strong><\/p>\n

The same advertising that\u2019s always been done: The kind that appeals to consumers\u2019 feelings and emotions. Trying to connect with the experiences of each one and generate empathy toward a brand. The forms have changed, but not the content.<\/p>\n

Is there talent?<\/strong><\/p>\n

There\u2019s a lot of talent in Spain. There\u2019s so much talent that sometimes it gets away from us. I always say we\u2019re at a very good time for talent because never before in the history of humankind has it been so cheap to reach so many people. Today, a kid with ADSL and a computer at home can stun the world. That\u2019s never happened before.<\/p>\n

How have things changed since 2007 [the year Aftershare.tv was founded with Marc Ros]? You started just as the financial crisis did…<\/strong><\/p>\n

Right, we set up the agency in the middle of a crisis and that puts you in a special frame of mind, because we\u2019ve always existed in a complicated context: with no abundance and lots of difficulties. There\u2019s no waste and every client who walks in the door is king. We make them feel special and unique.<\/p>\n

It seems like one of the trends of recent years is branded content, and in 2011 you guys organized the first branded content forum… How has the content changed in the past seven years?<\/strong><\/p>\n

We have worn out the word content. We create content and tools. If it doesn\u2019t interest me it\u2019s not useful to me, and if it\u2019s not useful to me it doesn\u2019t interest me. What we do at the agency is help our clients think.<\/p>\n

You\u2019ve always said that a brand belongs to consumers. Don\u2019t you think that brands can lose identity that way?<\/strong><\/p>\n

The exact opposite! Your identity comes from whoever recognizes it. If you say you have a brand, but no one recognizes that status, you\u2019re alone in the universe. Brands gain legitimacy as more people recognize them.<\/p>\n

What is the value of a good idea?<\/strong><\/p>\n

Ideas aren\u2019t worth anything; what matters is the execution of that idea.<\/p>\n

Can you work on creativity?<\/strong><\/p>\n

Definitely. Creativity is an attitude that must be taught, worked on, and encouraged starting from when we are little. To me, creativity is looking where everyone is looking and seeing what no one else sees. We can all be creative with something, and the hard part is discovering it in time.<\/p>\n

Can you be successful in advertising without being creative?<\/strong><\/p>\n

Without being creative at all, no. Without being the most creative, I\u2019m definitely an example.<\/p>\n

Does the TV personality help sell ideas to the brands? Do you think it\u2019s helped you?<\/strong><\/p>\n

I don\u2019t think any brand has come to my agency because I\u2019m on TV. What\u2019s more, today, I\u2019m the most expendable part of my agency.<\/p>\n

\"\"<\/p>\n

TV side<\/strong><\/p>\n

Do you think a profile like yours on any talent show helps motivate contestants?\u00a0<\/strong><\/p>\n

There will be a bit of everything, but I\u2019m not as interested in motivating the contestants as I am the viewers.<\/p>\n

How did the idea of your <\/strong>\u201cnegative<\/strong>\u201d role in the competitions come about?<\/strong><\/p>\n

There is no idea before the execution. Often, it\u2019s the other way around. There was no plan ahead of time. I didn\u2019t like [music talent show] Operaci\u00f3n Triunfo<\/em> and I said that to the producers, but that\u2019s why they hired me. One of the things that makes me feel proudest is that no one has put words in my mouth. Everything I\u2019ve said, for better or worse, is what I was thinking.<\/p>\n

Are we used to people telling us what they think of us without beating around the bush?<\/strong><\/p>\n

Honesty is a rare commodity. Here it normally comes late, once you\u2019ve already gone. What\u2019s most shocking is to see someone who\u2019s honest to your face and see them on TV. Obviously I don\u2019t go through life like that because otherwise I wouldn\u2019t have any friends, or a partner, or loved ones.<\/p>\n

Do you think talent shows will survive the boom of streaming network series (Netflix, HBO, etc.)?<\/strong><\/p>\n

They\u2019re very different offers and they can coexist wonderfully. Talent shows are a very different genre to fiction.<\/p>\n

They aren\u2019t all talent shows. Chester<\/em> [a journalistic interview show] works. What\u2019s the secret to a good interview?<\/strong><\/p>\n

I try to listen and I\u2019m learning to listen. At 43, I\u2019ve realized that I don\u2019t listen enough.<\/p>\n

Does the criticism affect you?<\/strong><\/p>\n

It depends. The useful criticism affects me. I don\u2019t believe in constructive and destructive criticism. There is useful and useless criticism. A flattering comment can also be useless.<\/p>\n

Do you use the useful criticism?<\/strong><\/p>\n

Definitely. I\u2019m grateful for it.<\/p>\n

\"\"<\/p>\n

Personal side<\/strong><\/p>\n

What\u2019s the Risto Mejide like who\u2019s not on TV?<\/strong><\/p>\n

Not very interesting. The Risto who\u2019s not on TV isn\u2019t of interest.<\/p>\n

Did you ever imagine you\u2019d have the journey that you\u2019ve had in TV?<\/strong><\/p>\n

No, I never imagined anything. I haven\u2019t had any calling; I\u2019ve been just going along with whatever came my way. Running your life well sometimes means going with the flow and sometimes managing it.<\/p>\n

You\u2019re a public figure; you\u2019re always in the public eye. How do you manage it?<\/strong><\/p>\n

I don\u2019t think about it. I do what I do with the best of intentions.<\/p>\n

What\u2019s your relationship like with the world of wine?<\/strong><\/p>\n

Very intense. It\u2019s one of life\u2019s pleasures. I have a personal trainer and when we started I told him there were two things I couldn\u2019t get rid of in my life: wine and chocolate. He didn\u2019t manage it. (Laughs).<\/p>\n


\nA little taste<\/strong><\/p>\n


\nBest time for having a glass of wine.<\/strong><\/p>\n

Dusk<\/p>\n

A song to enjoy wine to.<\/strong><\/p>\n

Purple Rain<\/p>\n

Somewhere you\u2019d get lost.<\/strong><\/p>\n

Menorca<\/p>\n

What do you do in your free time?<\/strong><\/p>\n

Read.<\/p>\n

One vice.<\/strong><\/p>\n

Just one?<\/p>\n

One virtue.<\/strong><\/p>\n

I can\u2019t think of any.<\/p>\n

What did you want to be when you were little?<\/strong><\/p>\n

Prince.<\/p>\n

And when you were older?<\/strong><\/p>\n

I want to be alive, not like Prince.<\/p>\n","protected":false},"excerpt":{"rendered":"

Risto Mejide (Barcelona, 1973) needs no introduction. He\u2019s an advertising executive and TV presenter. He founded his advertising agency Aftershare.tv at the outbreak of the financial crisis and, 10 years later, it now has around 100 employees spread between Barcelona, Madrid, and Valencia. We talk to the advertising exec Risto, the TV Risto, and the […]<\/p>\n","protected":false},"author":1,"featured_media":942,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-2483","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiring-people"],"yoast_head":"\n\u201cHonesty is a rare commodity. 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