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In the latest episode of our podcast, Click>Insight, we had the pleasure of chatting with Miguel Moriarty, a seasoned Creative Director with over 18 years of experience in the advertising world. Miguel has worked across the full spectrum of agencies, from global powerhouses to nimble independents. And today, he's clear about one thing: a good idea is worthless if it’s poorly executed… but great execution can’t rescue a weak idea either.
Because yes, creativity matters, but the real challenge lies in turning that beautiful, powerful idea into something tangible. Something that doesn’t lose its spark in the process, or better yet, gets even stronger. And for that, you need the right team, a proper budget, and the talent to bring it to life. Spoiler: a slick keynote alone won’t cut it.
🗄️ The Drawer Where Good Ideas Don’t Die
For Miguel, inspiration comes more from reading and walking than from being locked in a brainstorming room surrounded by colorful post-its. One of his biggest lessons? An idea doesn’t die just because a client says no.
Rejected ideas go straight into the “creative drawer”, a mental archive where they wait patiently for a second chance to shine. Because a great idea might not have worked for that client, in that moment, or in that specific shape, but it’s not trash. It’s recyclable. Sometimes in a year, sometimes in three, or even eight.
📝 How to Sell an Idea (Without Losing Your Mind)
Here’s the truth: it’s not just about having faith in the idea, it’s about having faith in the person pitching it. When a client trusts the agency and the concept, the entire process flows better. Miguel emphasizes that the real goal of the client-agency relationship is to have the idea “pre-sold” before the actual presentation even happens.
And when it’s time to pitch? Strategy matters. It’s not enough to show up with a cheerful idea, you need to back it with intellectual weight if you want it to stick.
🚀 What About Virality? It’s Not Just About the Views
“Look how many views it got” is old new and meaningless on its own. Real virality, according to Miguel, is when your campaign ends up in a creator’s WhatsApp group, sent back to them without context. That’s the true KPI of cultural impact.
🤔 Is Advertising Missing a Sense of Humor?
Absolutely. Comedy can carry even the most sensitive or complex messages. Yet many creatives and agencies shy away from it, mostly because humor still doesn’t get the recognition it deserves at awards shows. Which is ironic, considering entertainment is the foundation of this industry.
Hit play and dive into a refreshingly honest conversation that unpacks the inner workings of agency life and the real journey behind every idea, no filters, no fluff.
