iiinova — where your digital self keeps evolving

Borja Iglesias @borjatabe.bsky.social · 22/05/2025

I'm all in on this year's run to the Finals. Let's see what unforgettable looks like in 2025.

Borja Iglesias @borjatabe.bsky.social · 22/05/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 22/05/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 15/05/2025

"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.

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Borja Iglesias @borjatabe.bsky.social · 12/05/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 12/05/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 12/05/2025

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?

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Borja Iglesias @borjatabe.bsky.social · 12/05/2025

"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.

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Reposted by Borja Iglesias

SwishComms @swishcomms.bsky.social · 10/05/2025

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

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Borja Iglesias @borjatabe.bsky.social · 08/05/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 08/05/2025

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.

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Reposted by Borja Iglesias

SwishComms @swishcomms.bsky.social · 07/05/2025

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

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Borja Iglesias @borjatabe.bsky.social · 06/05/2025

It's not an ad. It's a confrontation. And once you've seen it, you can't unsee it.

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Borja Iglesias @borjatabe.bsky.social · 06/05/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 05/05/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 05/05/2025

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.

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Reposted by Borja Iglesias

SwishComms @swishcomms.bsky.social · 05/05/2025

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

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Borja Iglesias @borjatabe.bsky.social · 29/04/2025

Nothing like the sweet silence of zero unsolicited advice.

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Borja Iglesias @borjatabe.bsky.social · 24/04/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 24/04/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 22/04/2025

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

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Reposted by Borja Iglesias

SwishComms @swishcomms.bsky.social · 21/04/2025

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? 👀

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Borja Iglesias @borjatabe.bsky.social · 21/04/2025

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

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Borja Iglesias @borjatabe.bsky.social · 21/04/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 21/04/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 21/04/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 21/04/2025

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.

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Borja Iglesias @borjatabe.bsky.social · 21/04/2025

¿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:

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Borja Iglesias @borjatabe.bsky.social · 18/04/2025

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

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Borja Iglesias @borjatabe.bsky.social · 18/04/2025

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.

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Reposted by Borja Iglesias

SwishComms @swishcomms.bsky.social · 17/04/2025

"We need this to go viral." Of course you do, Steve. Because nothing gets people talking like… a product roadmap update.

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Borja Iglesias @borjatabe.bsky.social · 16/04/2025

Great design gets attention. Great copy earns action. Want results? Start with the words.

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Borja Iglesias @borjatabe.bsky.social · 16/04/2025

Design turns heads. Copy changes minds. The best websites don't just look good. They say something worth remembering. It's not the color palette that drives conversions. It's the clarity. The hook. The message that hits like, "Yes. That's exactly what I need."

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Borja Iglesias @borjatabe.bsky.social · 14/04/2025

So stop treating every post like a pitch. Start treating your audience like people. Because people don't buy from "content." They buy from brands that they trust.

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Borja Iglesias @borjatabe.bsky.social · 14/04/2025

Social is where people decide if they even like you. It's where you show up, share value, build credibility and earn attention before you ask for anything in return. Think of it like dating: Nobody falls in love with someone who only talks about themselves and keeps asking to split the bill.

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Borja Iglesias @borjatabe.bsky.social · 14/04/2025

Social media comes with a trust tax. And you can't skip it. You want social to drive sales. Understandable. Sales are the point of any business, right? But you can't just show up, post product shots, drop CTAs and expect the money to roll in. That's not marketing. That's branded spam.

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Reposted by Borja Iglesias

SwishComms @swishcomms.bsky.social · 11/04/2025

"Working in marketing must be so much fun."

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Borja Iglesias @borjatabe.bsky.social · 10/04/2025

People follow people. And the people in your company are your most valuable brand assets. So if you spend hours polishing your company posts, but your team never posts... you're leaving reach and real connection on the table. Your audience really wants to hear from the people behind your brand.

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Borja Iglesias @borjatabe.bsky.social · 10/04/2025

Here's a hard truth: No one comes to social to see your company content. They're here for you. The hot takes. The inside stories. The lessons learned the hard way. You could have the best product in the world but if it comes from a corporate logo with zero personality, it's forgotten.

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Reposted by Borja Iglesias

SwishComms @swishcomms.bsky.social · 09/04/2025

Why did the SEO expert break up with PPC? Because he wanted something organic and long-term.

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Borja Iglesias @borjatabe.bsky.social · 08/04/2025

Success isn't glamorous. It's built in the moments when no one is watching. Just keep going. The question is... how relentless are you willing to be?

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Borja Iglesias @borjatabe.bsky.social · 08/04/2025

🎾 Serena Williams refined her game for decades. You saw 23 Grand Slam trophies. 🏀 Kobe Bryant put up 1,000 shots every day. You watched him lift five NBA championships. ⚽ Cristiano Ronaldo has followed an elite training regimen for 20+ years. You saw the records, the trophies and the Ballon d’Ors.

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Borja Iglesias @borjatabe.bsky.social · 08/04/2025

No one gets to the top by taking shortcuts. Look at the great athletes in history: 💧 Michael Phelps swam every single day for five years. You saw the most decorated Olympian of all time. ⚡ Usain Bolt spent two decades training. You watched him dominate in under 10 seconds.

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Borja Iglesias @borjatabe.bsky.social · 08/04/2025

Everyone celebrates success. Few acknowledge the grind it takes to get there. Success isn't just about talent. It's about the grind. The late nights, the early mornings, the unseen sacrifices. It tests your patience and your discipline. It requires repetition, consistency and unwavering focus.

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Borja Iglesias @borjatabe.bsky.social · 07/04/2025

The twist? Each image was drawn, not photographed. No digital camera. Just pencil and paper. This campaign proves that the most powerful creative moves often come from clever reinterpretation, not complexity. Apple said, "Look what our tech can do." Faber-Castell said, "Hold my pencil."

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Borja Iglesias @borjatabe.bsky.social · 07/04/2025

What happens when a pencil brand borrows from Apple's playbook? Faber-Castell hijacked one of Apple's most iconic campaigns (Shot on iPhone) and somehow made it even better. Shot on Faber-Castell features hyperrealistic pencil drawings that, at first glance, look like high-resolution photographs.

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Borja Iglesias @borjatabe.bsky.social · 04/04/2025

You don't have to give up credibility to get attention. You just need a great campaign that makes people look twice—and actually care. Because even in B2B, people still like to be surprised. Scayle's ad is a departure from the norm and that makes it all the more effective. More of this, please.

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Borja Iglesias @borjatabe.bsky.social · 04/04/2025

99% of B2B marketing is dry. Scayle said: let's do the opposite. Their latest ad is a fever dream of retro ad clichés, absurd enthusiasm and very fake doctors. And it's outrageously good. No jargon. No buzzwords. Just a clear message wrapped in chaotic creativity. And guess what?

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Borja Iglesias @borjatabe.bsky.social · 03/04/2025

Every team: “We had a cool idea for our socials!” Social media manager:

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