Blog
We think out loud about advertising, culture, technology and whatever is keeping us up this week.
Merci Goes Imperial
Following a strategic and creative pitch, Merci Advertising has won the Imperial beer account from CCU.
Cristian Reatti
Introducing Universal Assistance’s new campaign: “Ivan Knows”
How we scaled Universal Assistance regionally with travel icon Ivan de Pineda.
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Emotion is the hardest metric of all
We measure clicks and impressions, but the metric that decides the sale is emotion.
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Prompting doesn't make you an adman
Paintbrushes are centuries old and we're not all painters. AI doesn't make you creative either.
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Approving a great idea is a creative act too
Whoever thinks up an idea is as creative as whoever has the vision to approve it.
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A brand isn't what you say, it's what the consumer does with you
Building a brand from scratch: it's not just what you do, it's what the consumer does.
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2026: Merci 2.0
In 2026 we set out to grow and we know where to start: rethinking the foundations.
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Don't let the data kill the idea
Data gives you a floor. The problem starts when it becomes a ceiling for creativity.
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When colour stops being a detail and becomes the idea
Fitting a whole lipstick line into one story: let colour be the lead, not a detail.
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Using AI is no longer an advantage
Using AI isn't enough, everyone does it. The edge is having a brand point of view.
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Humour is the way in; peace of mind is the message
Humour is the way in, but what you're selling is peace of mind.
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Big brands are built in the everyday
You don't celebrate 60 years with an ad, but with the bond IVESS builds on every delivery.
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AI only pays off in the right hands
We used Google's AI before it launched. The results didn't come from the tool.
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