ALAIN UCEDA

COMMUNICATION

20 GREATEST HITS

intro

At first, this collection was intended to replace the usual resume. I have tried to show in a

couple of minutes the most relevant parts of my work experience and my learnings. In short,

to tell the essentials, and make it easy to read.

I hope I've succeeded.

What we call communication nowadays has greatly changed its meaning in recent years. It is

no longer useful to talk about the barriers between formats or specialties, but the connections

between them. In that sense, talking about advertising, television, journalism, events or

planning leads us to a narrow vision that no longer applies. Today we understand the actions

of communication as an integral relationship that goes in multiple directions at once.

What you will find next might be seen either as separate actions or, as I believe it is more

interesting, as different approaches to the same purpose: to communicate.

a pleno solfirst music night radio program live on air

1988 / Spain’s Public Radio Station. Learnings: how to operate a mixing desk; to make interviews; to know every kind of music in depth; to use my voice, and most important, to listen to my listeners.

SELF-PROMOTIONTHE FIRST COPYWRITER OF A NEW CATEGORY

T E L E C I N C O

1991 / Telecinco. Learnings: to understand a tv channel from the inside; to promote mass media, something really useful today, as every one of us is its own media.

1993 / N.C.A. Advertising. Learnings: to work as a creative; to try again and again a text; to understand clients and to sell everything, from cigarretes to washing machines.

Why is everybody smoking Gold Coast?

1995 / GREY CHILE Executive Creative Direction/Advertising. Learnings: to open my mind to a new society. To fail without surrendering, to suceed without arrogance. To be part of a teamwork, to lead it, to trust in it. Good advertising is about reaching not the head but the heart of the people. It’s about communication.

1996 / VTR Creative Direction/Advertising. Learnings: to understand telecommunications as a whole integrated concept. And that everything would be flowing through one single cable in no time.

telecommunicationsthe next generation

This Is Not Marlboro CountryHow we sent the world leading brand out of the chilean market

1997 / Kent. CHILETABACOS. Creative Direction/Advertising. Learnings: what a brand actually means to people. To compete globally and to play in a international teamwork.

1998 / VÍA DIGITAL. Corporación Multimedia. Script/Creativity. Learnings: The whole range of possibilities that the interactive media offers. To enjoy foreseeing what would be the next trend to come.

I Asfirst instruction manual for spanish agencies

SAYONARA KUROSAWA

1999 / CINEMANÍA. Lintas. Creative Direction/Advertising. Learnings: to defend an idea not only when nobody attacks it but when nobody else cares about it. To start noticing that the advertising business, as we knew it, was a living dead.

2000 / Wasabi. First offline agency for online clients. Executive Creative Direction/Advertising. Learnings: to live at first hand how the dot.com bubble exploded. To understand that the internet was not a highway, nor a encyclopaedia, but another map of real life.

2001 / ELPOZO. Básico. Executive Creative Direction/Advertising. Learnings: to build a food brand without talking about the foodstuffs. Pride is the main ingredient that feeds brands. They are no longer owned by the companies but by those who make them part of their lives

Warming Cold Meat Communication

2003 / CANAL 9. Direction/TV. Learnings: to create and run a brand new tv format. To keep trusting in team enthusiasm as an essential. And to improve while working.

the TV program that created the book-trailer

first stand-up comedy cartoon for kids

2005 / ZINKIA. Content Creation. Learnings: to be part of collaborative task force made out of a worldwide distributed talent. Children sense of humor, stand-up comedy mechanisms and cartoon culture. Mass media would probably be the last to accept the reinventing laws of new media.

EIGHT MILLION SMALL CHANGESBECOME A big CHANGE

2006 / Andalusia Regional Government. Learnings: to work with a government. It’s people who change technologies and not the other way round.

Communication Strategy for the Developement of the Information Society in Andalusia

WITHOUT SLOGAN.WITHOUT CANDIDATE PIC.WITHOUT PRECEDENTS.

2007 / Local Elections Alcalá de Guadaira. Communication Strategy and Creativity. Learnings: to make a political campaign breaking the old school rules. Politicians are like cars; they must be sold always as if they were brand new.

AND MORE VOTES THAN EVER

2007 / Andalusia Regional Government. VODAFONE. Creativity for Big Events. Learnings: to imagine xxl size events. To bring an idea of the future to a present experience. To invent a path that leads Bob Geldof, Kofi Annan, Rigoberta Menchú, Eduardo Aninat and some other global leaders to meet the necessities of real people.

when world leaders meet real people

2009 / FASTER. Communication Strategy. Learnings: to change the usual patterns of the sports sponsorship. To deal with Bernie Ecclestone and the F1 rules. To build a brand that would be also product, franchise, media, content and a game, all at once.

thefirstavatarsponsorship

2011. Vodafone. Corporate Presentation. Learnings: that even the biggest business decisions are taken by people made of blood and flesh. No matter how rational the client business is (either wires or financials) you can always take it to the emotional side. Even a telecommunications firm needs to learn sometimes about communication.

vodafone wants what andalusia wantsdiscover howwe presentedthe vodafone

proposalthat led them

to winthe biggest

telecommunicationscontractin spain

2011 / Spanish Olive Oil Board. Gaia. Communication Strategy. Learnings: most high-aimed ideas reach only as far as his creator’s will and power. You can always invent a new brand or product, even there where everything seems to be already invented

every day is a brand new daythe world opens their eyes up to the Spanish Breakfast

2012 / Andalusia Tourism Office. Abbsolute Group. Prsentation / Communication Strategy. Learnings: to conceive an event as an interactive communication media. And to customize the presentation of the main idea to every different partner.

best pavilion prize in fitur 2012

If you think that my experience in creating contents and communication strategies may be useful for your next project, you will find more information and contact details at www.alainagain.com

Pedro Pablo Hernández, Alberto Blanco, Eugenio “Yeyo” González Ladrón de Guevara, Rocío Azofra, Javier Lago, Jesús Carreras, Federico Pérez de Lema, Julio Ruiz, Esther Pedraza, José Luis Corretjé...

Henry Pryzbyl, Valerio Lazarov, Adonella Azzoni and the great self-promotion team at Telecinco

Antonio R. Aporta, Alejandro Navío, Mónica Sierra, Carmen Suárez, Ana Marcos.

Juan Carlos Fabres (padre e hijo), C laud io Ayçaguer, A l f redo Santibáñez, Ingrid Lira, Juan Pablo Fuenzalida, Rodrigo Gómez, Calú Sarroca, Patricia Bustos, Víctor Echegaray...

Fernando Vega Olmos, Javier Uría, Rodrigo Gómez, Sebastián Lía, Christian Samaniego, Jaime Millán, Julio Wassaf...

Claudio Santis, Jorge Iribarra, José Miguel Lecumberri, David Grime, Claudio Gómez, Juan Pablo Fuenzalida, Ingrid Lira, Jaime Capó, Stanley Gonczanski, Miguel Ángel Ceballos, Leo Ricagni...

Eduardo García Matilla, José Luis Troyano, Pepe Lerma.

Manuel Valmorisco, Philippe Bernard, Joe Ramos, Santi Pina, Tito Marín, Alberto Contreras, François Banon, Adriana Alcalde, Javier Cavanillas, María Camus...

Carlos López Ibor, Blanca Gortari, Iñigo Van Dulken

credits

Alfredo de Juan, Ignacio Sarraís, Toni Guijarro (Soundgarden)

David Hermoso, Mariano Resquín, Álvaro Ayala, Carlos García Vidal, Eduardo Vieitez, Daniel San Román, Carlos Cazallas, Kati Medina, Eloísa López, Olaya San Pedro, Raquel Azcaray, Yedra Vargas, Blanca García, Luis Mancha , Ben jamín Za f ra , Cristina Warner.

David Cantolla, Víctor López, José María Castillejo.

Andalusia Regional Government: Pilar Rodríguez López, Carmen Romero, Eva Piñar, Montserrat Mirman, Juan Francisco Delgado, Pablo Pleguezuelo, Susana Olivar, Olga Fernández, Lola Seoane, Fernando Cornello, Francisco Fernández Lineros...Andalucía LabCom Team, directed by Lorenzo Bennassar, Fran Sánchez del Forcallo and Bico Bermúdez.

Antonio G. Limones and his candidate’s office team, Alberto Martín, production managers Fran Sánchez del Forcallo and Bico Bermúdez

Rosa Siles, (Andalusia Regional Government), Bico Bermúdez and a outstanding talent team, particularly Miguel Alonso (Cyan Animática) and Javier García (Nomon).

Luis García Abad (Fernando Alonso’s agent), Carlos López Ibor, Jesús Puente and Patricia Ruilope (In&Out group)

Vodafone Andalusía managing team: Diego Torrico, Javier Bellido y Jesús Pérez.

GAIA Agency :Cristina Ramos and Rosana Cervera. Spanish Olive Oil Board: Pedro Rubio (vicepresidente and Teresa Pérez (manager).

Abbsolute Group: Fran Sánchez del Forcallo and Bico Bermúdez, Jorge Fernández de la Morena, Cristina Rodríguez, Vanessa Herencia...

SPECIAL THANKS

I want to especially thank some people who do not appear as much as they should. Without

them many of these professional milestones would have been impossible, They have been

and are excellent colleagues and friends.

Eugenio «Yeyo» González Ladrón de Guevara. I got my first clue of communication when I

met him my first night at the radio, and after that, I have received many good advices and

ongoing support from him. He has also helped me to carry out most of my teaching activity,

first at the University and nowadays at the RTVE Institute Master, where he is the Assistant

Manager of External Education. He might be one of the main radio business experts in Spain.

Jesús Puente Rubio, first as an art director and later as an entrepreneur and businessman

(now chairs the In & Out Group). We have been team mates at Telecinco, NCA, Fahrenheit,

the Faster project and many, many others.

Lorenzo Bennassar, another "more-than-a-designer" professional, one of the world best art

directors and visual creatives. Since we met in Chile 18 years ago, we have kept on

collaborating, giving and asking for mutual advice and support, sometimes as partners,

sometimes involved in a common project, always as friends.

Any list of merit is inevitably incomplete. I apologize for the omissions to those who have

shared these and other moments up to now and have not been mentioned. I would like to

emphasize that any forgetting is entirely and exclusively my responsibility.

Thanks.