Every Sunday, during my morning cafecito (or yerba mate), I’ll share three powerful ideas transforming culture. Some ideas will be ads or about advertising. Some may be about design or fashion. Others will be about art, illustration, animation, motion, audio, cinema, books, or any other big idea worth sharing and discussing. You get the idea.
IDEA 1: Repetition is not the enemy
John Wooden, the greatest college basketball coach of all time had 8 laws of learning. The first three are what you'd expect: explanation, demonstration, imitation. The next five are the same word: repetition.
Not because he ran out of ideas. Because he understood something most creative, (marketers and content creators) resist but know, mastery isn't a moment, it's a practice. You don't get good at a craft by understanding it. You get good by doing it until it stops feeling like doing and starts feeling like thinking. The best brief, the best campaign, the best idea you'll ever have is a product of everything you've made before. The same happens with your audience, believe it or not. 10/10.
IDEA 2: Say their names (properly)
SBS put together the full FIFA World Cup 2026 pronunciation guide — every player, every team, done correctly. And it's not just useful. It's a quiet act of respect.
There are 48 nations at this World Cup. Cultures, languages, and names that most broadcasters will butcher on live television without a second thought. Getting a name right is the smallest possible form of acknowledgment, that someone exists, that their identity matters, that you did the homework. For brands and agencies operating across cultures, there's a bigger lesson here: you can't connect with an audience whose name you can't be bothered to learn.
IDEA 3: Everyone wore pink.
Nike called it Breakout. Adidas said Road to Glory. Puma went with Showtime. New Balance: Pure Ambition. Five rival brands, same color, same World Cup, zero coordination. They all consulted the same trend forecaster (WGSN), ran the same data, and arrived at the same fuchsia.
The reason was smart: pink is the highest-contrast color against green grass, the most visible on broadcast, the boldest on mobile. But when everyone is bold in exactly the same way, bold disappears. The most visible boots at this World Cup? Messi's custom light-blue "El Último Tango." Pulisic's star-spangled Pumas. Ronaldo's all-gold commemorative Mercurials. The real lesson isn't about color. It's about what happens when competitive instinct gets replaced by shared data. Differentiation dies quietly, dressed in pink. So next time, go with your gut, on the opposite direction. It’ll pay.
Seen work worth sharing?
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From Antes de que llegue el Brief (ADQLEB) Podcast
On the latest episode, I sat down with Gabriel René Rodríguez Rovira — Director of Digital & Technology at De La Cruz / Ogilvy. We talked about 20 years building at the intersection of creativity, strategy and tech, the projects that put Puerto Rico's tourism on the digital map, and why the traditional agency model is broken.
Link below if you want to listen while you scroll.
→ adqleb.com/gabrielrene
Brought to you weekly by the team at Idealista Agency
