Blog
We think out loud about advertising, culture, technology and whatever is keeping us up this week.
Merci and Imperial Unveil Their First Joint Campaign
We have debuted our first creative work for Imperial—the brand’s latest campaign built around the platform “A Distinctive Taste” (Un sabor especial).
Cristian Reatti
Merci Goes Imperial
Following a strategic and creative pitch, Merci Advertising has won the Imperial beer account from CCU.
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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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