DANIEL FERNANDEZ

I always loved creativity. So I decided to work at Advertising.

After 10 years working at the Account Department I got a wind, I wanted to be creativity behind the creativity. That's why I became a planner.

What's a planner suppose to do?? Let me use the best job description I've ever found about planner role in an advertising agency (I took from Dave Trott):

To give the creatives an unfair strategic advantage.

To fight the battle somewhere no one expected us to fight it.

To compete where we are strongest and the competition is weakest.

To spot an opportunity that no one else has seen.

To be upstream, to be original, to be predatory.

That is what planning could and should be.

That is creative.

That's what I was doing when my life changed, and so I did.

I've always been interested on innovation, on how technology makes our world better and our lives easier.

So my next step was putting in value my background and my attitude to help brands to take advantage of the opportunities of consumers' needs, technology and creativity meeting each other.

And that's what I'm doing from the Walking Planner and another just born project Zero Gravity

I'm also trying to share all I've learned during this last 20 years:

- Online creativity workshop at ICDEM (ESIC)

- Speaker about creativity at http://laagenciauspceu.wordpress.com/2014/03/04/del-creativo-me-fio/

- Delivering a 5 hours module on Strategy & tactics http://www.mastercfp.us.es/peygc/Inicio.aspx