Why Edu Pou wants advertising work to transcend the brief
In advertising, everything moves very fast, and there is a real temptation to just deliver what is asked within a three-month project cycle and move on. Edu Pou pushes back against that rhythm. He wants to create something that is meaningful beyond the project, beyond the brief. The goal is work that has more life, something that outlasts the immediate commission and carries weight once the deadline has passed. That desire to transcend the brief is, in his words, something that feels important.
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Advertising deserves its bad reputation, but the 5% makes it worthwhile
Edu Pou is honest about advertising's bad press: it tries to sell you things, it interrupts what you're doing, and it gets everywhere. That reputation is deserved. But he puts it in perspective by noting that 95 percent of virtually any dis
Edu Pou's philosophy: trying to escape advertising for 25 years
Edu Pou describes his relationship with advertising through a quote from The Godfather: 'Just when I thought I was out, they pulled me back in.' He has been in advertising for over 25 years, but never felt drawn to the commercial side of th
Starting in digital shaped Edu Pou's entire advertising approach
Edu Pou's first job in advertising was at an interactive digital agency, and he believes that set the pace for everything he did afterward. He graduated around the time the internet was blooming, and entering the industry through a digital