Currently we, as advertisers, create concepts a little bit like bowling, in the way we craft a message and throw it down the alley hoping to hit as many pins as possible. But it doesn’t work that way anymore. Tim Leake, pointed out that advertising is much more of a pinball game. The ball is the audience, it’s bouncing around many places, and we don’t know where it would hit. So now, we need to put small efforts in different places in a more strategic way.

Let’s visualize people as the new media.

How do we create ideas that run on the medium of people rather than those wrapped around TV, radio or social media? We need to think about ideas with a meaning that people want to spread around the world.

Interesting content is key, because that is what creates conversations and that’s what social is all about. Let’s be more about engagement than perfect crafting.

As Tim suggested: use basic improvising guidelines to improve the creative process.

Listen to your audience. What do they say? What do they want? What would they prefer?

Yes and do something about it.  You can only change the conversation if you are part of it.

Make the active choice and stop being storytellers, start inspiring stories. Inspire people to talk about something, to act for something. Make everyone else look brilliant and stop showing off.

Mistakes are a gift, look at mistakes as new opportunities. Tweak them, turn them around and make them positive.

The secret to success, Rehearse.

You need to rehearse the rules. How do we get better at listening? How do we accept mistakes? How do we make active choices? If you start rehearsing, eventually you can come up with a really cool idea.

So let’s focus on creating social objects and not just ads. Something that could be shared, it could even be a physical thing that people like and take pictures of to share on social media.

Let’s get into the pinball game!!

Written for Social Media Week in Los Angeles, CA

An Inside Look At Lena Dunham & Time Out’s Collab

An Inside Look At Lena Dunham

And Time Out’s Collab

At Social Media Week LA, Time Out Associate Publisher Erin Delahanty addressed the company’s evolution from print, with their first publication in 1968, to now, serving the global Time Out community with a customized app you can take anywhere you go.

Erin pointed out that the strongest side of Time Out’s core success is their ability to create end-to-end conversations across various platforms. Mostly, brand communications become fragmented and overly granular, but Time Out is paving the way for discussions, collaborations, and content creation in the digital space.

Time Out takes a multi-platform approach to content strategy, including a presence in print advertisements, which dates back to their roots. In recent years, Time Out has made long strides in the social and digital space, with each platform owning its own purpose for content.

Time Out created an article for Lena Dunham of HBO’s Girls, which ran across all platforms. Erin explained how they approached the Time Out’s Twitter community and asked them what they wanted to know about Lena. Finally, Time Out produced a video that addressed fans’ questions, included behind-the-scene videos and photographs from Lena’s Time Out cover photoshoot.

Written for Social Media Week in Los Angeles, CA

Beyond releasing a video interview, Time Out created a contest for fans and followers in where they submitted their favorite quote from Lena’s Time Out interview for the opportunity to win a limited edition print of Time Out’s cover.

Social media is not a one way communication. It is key to understand the audience and engage. User generated content increased engagement for Time Out, and bridged the gap between brand and community in a very collaborative approach. Time Out proved how they recognize the huge support of their fans, and encourages other brands and companies to tap into those minds to contribute and create content.

“Above anything, it just felt comfortable for the Time Out brand” – Delahanty.Add block



Beatriz Acevedo, Founder and President of Mitú discussed the power of the Hispanic market in the United States during Social Media Week in Los Angeles. During her conference she mentioned the obvious growing market Hispanics are in the US. They have a purchase power of 1.6T dollars, they over-index in consumption of technology, and have a lot of kids.

Something to be considered is that this generation of Hispanics are extremely digitally connected, spending 90 more minutes online than the average person, and over 70% of that time online is spent on Facebook. For many, this social platform is the way to communicate back to the Latin American countries where they are from (48% of US Hispanics’ Facebook friends are family members). 90% of hispanics in the U.S. speak English and they have the opportunity to choose between consuming media in Spanish and/or in English.

They don’t solely spend time within the Latino community, which reflects their willingness to adapt. And finally they undoubtedly have the knowledge, resources, and excitement for both cultures. Remember this is a target living in two worlds.

Beatriz mentioned that one of the ways to create an organic connection with Hispanics is through cultural relevant content. For example, Mitú is a company that has successfully merges both cultures without losing the hispanic essence in a digital platform. Resulting in 12 billion global views on youtube.

“Thanks to digital, we are able to diversify who we are, and we love it!”- Beatriz AcevedoAdd block

Written for Social Media Week in Los Angeles, CA



We live in an era driven by startup businesses and passionate creators. Who are they? What do they do? How do they think? At Social Media Week Los Angeles, Forbes sat down with selected members of their “30 Under 30″ class, amongst them Natasha Case, Bing Chen and Jessica Willison. These “Under 30″ leaders shared their personal experiences of how they created a business from an idea, and how they got to where they are today. The stories shared were fantastic, but what they each represent was even greater.

Millennials have an interesting take on what work means to them. Your job is your passion. It is more about doing something you believe in, something with a broader purpose, and not only a title. It is well represented that this generation fights for innovation, and their eagerness to explore. As Case pointed out, “we’ll never be perfect, and we’ll be always evolving. Go explore, explore, explore!”

Becoming an entrepreneur could take over your entire life. Your mind is constantly racing, which might not be a bad thing if you are working for something you love. Bing Chen taught us the importance of committing to your mission while persisting for what you believe in, but how should one balance work and life simultaneously? It can get overwhelming at a certain point, and it is normal to forget about you as a person. But it is good to understand, as Willson said, “work will always be there and it is important to take care of ourselves first”.

This is a great example of why this new generation of businesses and organizations are focusing on work environments, making it a place you enjoy day after day. Many startups focus on creating an environment that is fun, liberating and full of culture. It is important to remember that the workplace is where ideas are created, so make it a place we find happiness from too. This shift, like others, represents our beliefs and passions, and who we are largely portrays what our company might be as well.