Borja Iglesias

I'm all in on this year's run to the Finals.

Let's see what unforgettable looks like in 2025.

But what really sticks with me is the fans.

Not just watching. Recreating. Living the legacy.

Because those Finals moments (Magic's hook, Steph's celebration, Bron's block) aren't just history. They're muscle memory for anyone who's ever dreamed with a ball in their hands.

You know a campaign is a hit when it makes you want to grab a ball and head out on the court. The NBA's "Unforgettable Awaits" is one of those.

Set to Nat King Cole's timeless classic, the spot isn't just a highlight reel. It's a love letter to the Finals, where greatness happens and is remembered.

"Because everyone else is doing it" is not a marketing strategy.

You don't build a memorable brand by copying someone else's homework.

You build it by doing what no one else has the guts to try.

Work isn't family.

It's a professional relationship. With expectations, compensation and boundaries.

If it feels like emotional blackmail, it probably is.

Have you ever worked in a place where "we're a family" hid dysfunction? Tell me everything.

4. Change? Not welcome.

"This is how we've always done it" is the company anthem.

5. Feedback = Betrayal

You're not allowed to question anything without hurting someone's feelings.

2. Favorites run the place

Performance doesn't matter if you're not part of the inner circle brunch crew.

3. Unpaid overtime? Normalized.

"Family" sticks around after hours, right? Cool, does "family" pay your rent?

"We're like a family here" 🚩🚩🚩

If you've ever heard this in an interview, run diagnostics immediately.

Because 99% of the time, it's code for:

1. Boundaries? LOL.

Expect Slack messages at 10pm and guilt if you don't respond.

Them: "Hey, I'm not a social media expert, but..."

Social media manager:

They hit because they surprise you with something you already know but hadn't named yet.

So if someone throws out a half-serious idea in the middle of a creative review and it gets a laugh, don't dismiss it, investigate it.

That laugh might be hiding the insight you've been trying to find all day.

Every joke is a risk, but so is every memorable campaign.

If your idea doesn't sound a little silly at first, it's probably too safe to be remembered.

Ogilvy knew that jokes are really just stripped-down truths wearing a costume of absurdity.

You haven't really worked in social media until a client says "just make it go viral" with a straight face.

It's not an ad. It's a confrontation.

And once you've seen it, you can't unsee it.

There's nothing louder than a silent truth.

WWF didn't overload you with stats.

They made you look twice at cocoa, tuna, noodles, coffee... and see what lies beneath.

The face of a species that disappears with every purchase.

Your snack has a side effect.

Your habits have a habitat cost.

If your audience can see the value in two seconds, why over-explain it?

Sometimes the smartest thing you can say... is nothing at all.

The best marketing doesn't need words.

This Mr. Clean stunt made thousands stop, smile and instantly understand the value. Without a single sentence.

No headline.
No clever copy.

Just an absurdly clean stripe on a dirty crosswalk and boom: message delivered.

Marketing and Legal when it's time to "align" on the campaign.

Nothing like the sweet silence of zero unsolicited advice.

If you want performance, you need trust.

Social is built on speed, consistency and knowing your audience, not approval cycles and ego-driven edits.

Hire smart. Then get out of the way.

Nothing kills a social strategy faster than this: Ignoring your social media manager.

Push their ideas to the bottom of the pile.
Override their expertise with your "gut feeling".
Water down bold creative until it's beige and forgettable.

Now watch your reach shrink and your audience disappear.

Actual footage of a social media manager reviewing yesterday's metrics.

The 5 stages of every marketing launch:

1️⃣ Denial: "We have months. No stress."
2️⃣ Procrastination: "Let's circle back next week."
3️⃣ Chaos: "Wait... why isn't anything done?"
4️⃣ Panic: "WE NEED MORE TIME!"
5️⃣ Launch day magic: "We did it. We are geniuses!"

Relatable? 👀

Pero Hecary es más que una marca. Es un movimiento. Es para hombres que buscan la excelencia en cada aspecto de su vida. Para los que no se conforman con lo mínimo y entienden que cada pequeño hábito suma.

Porque tu mejor versión no se improvisa. Se construye.

👉 hecary.com

Y así me uní como cofundador a Hecary.

Después de meses de trabajo, por fin ve la luz. El primer paso en nuestra ruta es simplificar el cuidado de la piel del hombre.

Hemos vivido y viajado juntos… ¡hasta fue testigo en mi boda! A Antonio no lo conocía personalmente, pero Manu me había hablado muy bien de él. Bastó una conversación para saber que estábamos totalmente alineados. Era evidente que éramos perfiles complementarios que compartíamos visión y ambición.

La segunda llegó poco después, hablando con uno de mis mejores amigos, Manuel Soto. Él y su socio Antonio López estaban construyendo una marca de cuidado personal para hombres y buscaban a alguien para liderar el marketing.

Nos reunimos a principios de este año. A Manu lo conozco muy bien.

La primera: tras más de una década en agencias de comunicación, decidí fundar la mía, @swishcomms.bsky.social. Desde entonces, ayudo a marcas a pasar de “meh” a “memorable" con servicios de marketing digital.

¿Cuántas veces al año te preguntas si estás en el lugar correcto? Yo me lo pregunto muy a menudo. Pero hace unos meses, algo cambió.

Esa vez, la sensación era distinta. Sabía que necesitaba un giro radical.

Y, rebuscando en mi interior, aparecieron dos respuestas:

Every copywriter should take note:
Don't start with the product.
Start with how it makes people feel.

Then build everything else around it.

You know an ad is brilliant when people feel it before they even think about it.

That's exactly what this JBL ad nails.
A close-up of skin with goosebumps.
Just three words: "Music feels better."

It's not about features. Not about specs.
It's about what happens when music hits.