NSB Insights
Brands, Marketing, Consumers, Advertising and Martech — the NSB view.
27 articles
AgenciesThe difference between using AI as the "final delivery" and using it as a surgical precision tool — and the questions your agency should be able to answer. By Federico Soto Roland (NSB).
BrandingA summary of a key research report on today's buying processes, produced by NSB Agency's Brand Strategy team. This Google document isn't just a metrics analysis; it is a
AgenciesWhy the question isn't whether AI can be creative, but which parts of the craft will keep holding value. By Federico Soto Roland (Strategy, AI & Digital Director) and Sabrina Ortega Marengo (CEO) at NSB Agency The
AgenciesBy Federico Soto Roland – Strategy, AI & Digital Director, NSB Agency There's an idea that took hold in marketing over the past decade and that today, with the data in hand, we know to be false: the idea that creativity
DesignBy Agustín Jofré – Graphic Designer, NSB Agency. Let me start this piece with an exercise: close your eyes and imagine you're looking at your phone, you open your go-to social network and you see a post from your favorite brand
AgenciesBy Federico Soto Roland – Strategy, Digital & AI Director at NSB. There's something fairly hypocritical about the way we talk about artificial intelligence in creativity. We keep saying it "isn't here to replace anyone," that it's "just a t
Agenciesby Federico Soto Roland, Strategy, AI & Digital Director at NSB Agency. The advertising industry tends to fall fast for the latest gadgets and new technologies. It happened with the metaverse, augmented reality,
AgenciesBy Federico Soto Roland, Strategy, AI & Digital Director at NSB Agency. The idea that "AI is going to impact advertising" is already outdated. The right tense is the present continuous: AI is already doing it … and how!
Communicationby Sabrina Ortega Marengo – CEO & Client Service Director at NSB Agency. The advertising industry has spent years obsessed with "grabbing the user's attention," but in a context of media multiplication and users
AgenciesBy Carla Fascetti – Account Director, NSB Agency. In a context where artificial intelligence can generate hundreds of ideas in a matter of minutes, creative abundance has stopped being a differentiator. Today, what
BrandingBy Agustín Jofré – Graphic Designer, NSB Agency. With a bit of time on my hands, and in a sort of design-driven introspection, I sat down to review the latest identities I've built. First, I was glad to see the wide vari
Communicationby Federico Soto Roland & Maxi Urrutia – NSB Team We're living in a moment when artificial intelligence (AI) is making its way into virtually every field —from automating tasks to generating
CommunicationBy Federico Soto Roland – Strategy, AI & Digital Director, NSB Agency Everything gets copied too fast. The gadget that was "the future" yesterday is a commodity today. The feature that looked like a differentiator, tomorrow your
Communicationby Federico Soto Roland – Strategy, AI & Digital Director, NSB Agency The Effies don't reward catchy jingles or filtered reels. They reward the only thing that should matter to us: advertising effectiveness. And in Latin America,
DesignBy Agustín Jofré – Graphic designer. Not long ago I went to eat at a fairly new pizzeria in the neighborhood, and like any designer I started analyzing its image, its menu and its decor. I wondered how they'd managed
CommunicationBy Federico Soto Roland For years we told ourselves we "were a middle-class country." We believed it. We repeated it on TV, in books, around the Sunday lunch table. The middle class was our symbolic
CommunicationBy Carla Fascetti, Account Director, NSB Agency I open LinkedIn. I read three posts from brands. I can't tell which is which. The industry repeats over and over that being different sells. And yet, in practice the result is the
DesignBy Agustín Jofré – Graphic designer. When we set out to create a brand, we often focus on making it pretty, or impactful, or on making it sell a lot — but what we don't always consider is how a brand should
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