Beyond creativity

When we talk about marketing or advertising, what might come to mind is an image of a traditional agency, like the one that was recreated so effectively in the fictional series Mad Men, set in New York in the 60s, where advertising executives with a cigarette in hand would compete in a world full of eccentricity, egos and a lot of creativity.

Much has changed since then; in fact, everything has changed. However, there is still one thing that has remained unchanged over the years, and that is creativity. Creativity is the foundation of good ideas, but it is true that these days agencies have to do a lot more than offer creative ideas. We hear about this from Bernat Vidal, a partner and CEO of Borbalán, a youthful and innovative concept agency that specialises in strategic consulting, results marketing and audiovisual production:
“Agencies today must be more than just places that create campaigns. To achieve its objectives, marketing now needs to put the spotlight on the customer and focus its strategy on their entire life cycle: desire, searching, buying, experience and after-sales service.”

And it’s precisely each of these stages, or customer life cycles, that should form the backbone of all marketing strategies for brands. “One of the most important concepts today is the ‘buyer persona’. We should always have in mind who we are targeting; their needs, their desires, their expectations and their experience is key to a brand’s success. If you lose sight of this, you will very likely fail, regardless of how many good ideas you have”, advises Vidal.

Mallorca Platinum Borbalan Laterna
Mallorca Platinum Borbalan Laterna

It was in 2004 that Bernat Vidal, Chemi Revert and Xisco Cortés started Borbalán as founding members, and from that moment the agency has witnessed a real digital revolution that has transformed the traditional way that brands communicated with their customers. A revolution that Borbalán has embraced from the very beginning, given the engineering training of some of its members. This, combined with creativity and the hiring of new talent, has led to a professional and multidisciplinary team that has made this concept agency one of the leaders in its sector.

It is precisely the digital revolution that enabled Borbalán to branch out into different directions, such as the creation of an online business school called SCHÔOLERS. This innovative sector-specific e-learning training project is based on short videos and was successfully launched with the HOTÊLSITY programme, directed at management development for the hotel industry and taught by leading professionals from the industry. Likewise with the creation of Mallorca Design Distrit, a groundbreaking project that aims to fully rebrand the Son Bugadelles trading estate in Santa Ponsa, converting it into a strategic location and a benchmark centre for design and interior design.

"The digital focus allows companies to see the results of each action they take first hand, and thus make better decisions when looking to accomplish their goals and achieve excellence”

According to Bernat Vidal, CEO of Borbalán

Mallorca Platinum Borbalan Laterna

Moving towards social marketing

But if there is one thing that has changed the rules of the game in the sector, it is without a doubt the importance of corporate social responsibility in marketing. It is no longer just the messages of solidarity that have been predominant in recent times due to the pandemic, today we are also facing a real social revolution focused around a more responsible form of consumption, where society its assuming its share of the responsibility within a globalised world where consumption has become out of control. As such, trends like sustainability are becoming more and more reinforced on a daily basis and it is no longer enough for brands to just sell their products, they are now expected to follow good practices and act in ways that respect the planet and the environment.

It is this objective and this context that led Borbalán to create ‘eco businesscards’, a new concept for phone-based business cards that is more sustainable, practical, customisable and unlimited, allowing users to simply and efficiently integrate contacts into their phone’s diary with just one click.

For Bernat Vidal, ebusinesscards “make networking much more effective and sustainable through the use of QR codes, helping to reduce the carbon footprint by avoiding the use of paper, and many companies are joining up on a daily basis to become more sustainable”.

As such, for the perfect formula of brand, product and sales, you now need more than storytelling and a WOW effect to stand out in this world where everyone wants everything immediately. Today the key is to generate empathy and achieve the added value that will enable you to become more than just another brand, becoming instead a beloved brand that inspires and promotes values that people feel they can identify with.


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