. As a publicist, you have received hundreds of awards. You have given us memorable campaigns that are now part of popular culture and have helped build and relaunch many brands. What is a brand?
Brands are those companies, businesses, and organizations that have managed to express a point of view about what they do and sell, making them different and more valuable in a competitive environment.
A brand is about differentiation, being perceived (which is like saying to exist), and value – an intangible layer that makes you prefer one product over another for reasons you can't quite explain well, often related to emotions.
Being a brand requires choosing what you want to say, and therefore giving up saying everything, while being consistent and coherent. It's not easy.
A brand is about differentiation, being perceived (which is like saying to exist), and value – an intangible layer that makes you prefer one product over another for reasons you can't quite explain well, often related to emotions.
Being a brand requires choosing what you want to say, and therefore giving up saying everything, while being consistent and coherent. It's not easy.
. In your professional career, you encounter many brands. Now you are the Brand Curator of SILENCIOSA. How did you come across the brand? What attracted you?
The feeling that Silenciosa is necessary. That it responds to an unsatisfied desire, that of moving as dictated by the times and dressing with minimal dignity.
I am also attracted to the ambition of the project: in the product, in the perspective. And, it's essential that the team inspiring the brand is inspiring as well.
I am also attracted to the ambition of the project: in the product, in the perspective. And, it's essential that the team inspiring the brand is inspiring as well.
. For BMW, you created one of the most memorable slogans in advertising. Do you like to drive? Let's talk about mobility. Where are cities heading? How do you move around them?
I remember once, many years ago, leaving the dearly missed Vinçon shop with Bigas Luna the Spanish cinematographer. Looking at Paseo de Gracia, he explained, "There will be a day when they will say there was a time when cities were full of machines with wheels that emitted smoke through a pipe, and that will seem as incredible as when we are told that in the Middle Ages people went to balconies with chamber pots filled with the night's excrement and threw them into the street shouting 'Watch out!'
I think that time is coming. And we will want to move with cleanliness, smoothness, and in silence. Whenever I can, I walk.
. You travel constantly. A city to live in? A city to eat in? A city where you wouldn't sleep?
I could only live in a place where the food is good. That limits the possibilities a lot. A wonderful option would be Lisbon. For eating right now, you would have to go to Jaén. I wouldn't sleep in New York, but not because I don't like it, but because of what Frank Sinatra explained.
. We live in a noisy time. How has digitization affected advertising? Any campaign that has surprised you lately?
Digitization has fragmented the audience and scattered attention. Reaching people today is very complicated. It requires patience and consistency.
The campaign that has impressed me the most lately is Barbie. People love a movie, go to the cinema massively, pay to see it, without being too aware that it's an advertisement. Brilliant.
The campaign that has impressed me the most lately is Barbie. People love a movie, go to the cinema massively, pay to see it, without being too aware that it's an advertisement. Brilliant.
. Talks. Meetings. Work lunches and evening openings or some social event. What's in your wardrobe?
Over the years, I have come to summarize my wardrobe in a few garments that I repeat insistently. I haven't worn shirts or polos in years, only t-shirts. I used to look for messages on them; today, they are black, or almost black. Also black or almost black jeans. And black or almost black sneakers. Sometimes, more and more, I wear a blazer. If not, a simple technical jacket. Yes, black, or almost black.
. ALL DAY LONG is our concept. What is your favorite SILENCIOSA garment?
I think the garment that summarizes the brand is the blazer. I am not used to blazers, and I don't feel comfortable, and I walk as much as I can, and they bother me. But more and more, I need to wear them. A technical blazer, impeccable, extraordinarily comfortable, breathable... it's like a wish come true.
. We know a lot about your work, but who is Toni? What does he do when he's not Toni Segarra?
I want to believe that I am Toni Segarra always. I spend as much time as possible with my family and the people I love, preferably at a table, sharing good food. I read whenever I have a moment. And I like to collapse on the sofa in front of a series. And I am an RCD Espanyol fan... that consumes some difficult hours.
. Creativity has no schedule; it's a 24/7. You have some time between meetings... Where wouldn't we be surprised to find you?
Walking through the city. Or in some pleasant corner working. Or sitting at the table of an excellent or new restaurant.
