Mindblown: a blog about philosophy.
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Diversity Washing: A Strategy that can backfire on you
Seven out of ten consumers say that a brand’s diversity and inclusion communications influence their purchasing decisions, according to Kantar’s The Brand Inclusion Index. Diversity ‘sells’, and many companies have embraced this trend, but have neglected to fully and consciously integrate these values into their business strategy. The result? So-called diversity washing. Diversity washing is…
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Keys to effective sustainable communication
APPLE TREE recently hosted a new edition of APPLE TREE BYTES, a series of meetings where marketing and communication professionals discuss current issues. This edition, titled New Horizons of Sustainable Communication, featured industry experts including Montse Sellarés, Communication and Activism Director at B Lab Spain; Ana Palencia, Communication and Sustainability Director at Unilever; José Guerra,…
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Social Media Trends in 2024: AI Takes Control
What are the main social media trends in 2024? This was the question posed to our Data Science team at APPLE TREE. Social media has undergone a significant evolution in recent years, both in terms of user consumption and content distribution. Therefore, we wanted to understand user opinions on the latest developments, formats, and usage…
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What are beauty brands looking for in influencers?
Keeper Experience, part of APPLE TREE, brought together leading experts from the beauty sector at an event where key trends in influencer marketing and how to achieve tangible results were discussed. The meeting, which was attended by a hundred professionals from the fashion and lifestyle sector, and moderated by Doctor and Content Creator Paloma Borregón,…
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Jonathan Delgado, Account Manager, digital department
APPLE TREE, the agency that applies NEW THINKING to help clients increase brand relevance and improve business results, has announced the appointment of Jonathan Delgado as the new Account Director of APPLE TREE’s digital department in Barcelona. With this appointment, APPLE TREE continues to expand its offering of digital services and innovation for clients in…
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We launch Bullpadel’s new creative campaign
APPLE TREE led the campaign for Bullpadel’s latest Proline collection of padel rackets, cementing the brand’s status as the global leader in padel. For this campaign, the agency’s creative team developed a unique concept for each of the seven rackets in the innovative line: Xplo, Neuron, Hack 04, Elite, Flow, Vertex 04, and Vertex 04…
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APPLE TREE signs the spot ‘Girona, territori de Champions’
Last Wednesday marked a historic moment for Girona FC as they made their Champions League debut at Paris Saint-Germain’s stadium. To commemorate this milestone, the Club launched a powerful new video, ‘Girona, Territori de Champions’, a campaign that connects the rich history and culture of the Club with the values and pride of the entire…
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Jordi Bou, Account Director at APPLE TREE
The communication agency APPLE TREE has announced the appointment of Jordi Bou as the new Account Director in the agency’s communication department in Barcelona. Jordi joined APPLE TREE in 2017 and since then, he has developed his professional career in different areas of corporate communication. With this appointment, the agency reaffirms its commitment to internal…
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Creativity in the New Era of media consumption
Creativity is undoubtedly the key factor in capturing audience attention and generating positive attitudes. Moreover, the most creative campaigns have proven to be equally effective. Various studies highlight this correlation. For example, a recent study by the marketing and advertising consultancy WARC showed that 42% of the most awarded campaigns between 2015 and 2022 were…
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Anabel Drese, Senior Director of Human Resources and Corporate Controller
APPLE TREE, the agency that applies NEW THINKING to help its clients increase brand relevance and improve business results, has announced the appointment of Anabel Drese as Senior Director of Human Resources and Corporate Controller. Anabel will be responsible for leading the talent strategy to support APPLE TREE’s 160+ employees in their professional development, while…
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We promote sustainable projects where they are most needed
Climate change is affecting one of the key elements of our ecosystem: forests. In Catalonia alone, a ‘historic record’ of forests affected by drought was registered in 2023, with a total of 66,500 hectares of forests losing leaves, drying up, or dying due to the lack of water resources. APPLE TREE is committed to respecting…
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