creative strategy – Gonzalo Collarte

Working with advertising agencies: lessons from inside and outside

on 13 May, 202614 July, 2026 By gc

Great agency relationships are built long before the creative work begins. Drawing from experience on both sides of the table, this post explores why strong briefs, trust, collaboration, and understanding the agency process lead to better campaigns and better marketing outcomes.

Graphic design in the AI era: what changed and what didn’t

on 12 May, 202614 July, 2026 By gc

AI has transformed how marketers create visual content, but the foundations of good design remain unchanged. This post explores what AI tools can accelerate, where human judgement still matters, and why strong briefs, brand foundations, and creative thinking continue to separate useful design from generic output.