BXP - January/February 2018 - 42

MARKET DISRUPTION IS A GLOBAL
PHENOMENON LED BY THE "NOW"
GENERATION. ONE AGENCY THRIVES
BY DELIVERING ON THIS DEMAND.
A CONVERSATION WITH FRANCISCO SERRANO,
FOUNDER OF 121 (ONE TO ONE)

When we talk about execution in the marketing realm, there is one maxim that speaks
to the speed of today's global, digitally driven marketplace. It goes, "Everybody has
ideas. Ideas are highly overvalued. Execution is all that matters." That pretty well sums
up 121, an agency that works like a SWAT team for brand owners. With experienced
creative and production staffs in Mexico and throughout the US, they execute
flawlessly and in less time than traditional agencies. Their fast turnaround model
is what differentiates them. During a recent conversation with founder Francisco
Serrano, we talked about the emergence of "adaptive design" and how 121 found
its niche as the implementer of choice for some of today's top and emerging brands.

BXP: How did you build a business model around pure execution?
FRANCISCO:
We are living in what Simon Sinek calls the 'Now Generation.' It's a culture of 'I want it now.' And this applies to how we market products. Retail has put pressure
on brand owners to get their products on the shelf fast. And when you consider the meteoric rise of online shopping, that just increases the pressure. You not only
have to get your brand messaging and design right; you have to get it executed in record time if you have any hope of maintaining or gaining market share. Think
about it. A challenger brand launches a similar product as the market leader, but they have some hot line extensions. How are you going to protect your position
as the alpha? You've got to match them with your own disruptive product...Fast!

BXP: Did you see this trend coming?
FRANCISCO:
Sure. Everything is happening at a faster pace. And it's the consumer who decides who wins and who loses. That impacts every category. Look at
commercial real estate. There's a company called We Work that shot to the top. If you wanted office space, you used to sign a 5-year lease. A guy came up
with a concept for start-ups. He recognized the power of coop leasing. But instead of a 12-month contract, all you have to make is a 30-day commitment.
We Work already has more than 20 different locations in New York alone. They're spreading across the country and disrupting the industry. The big guys
are scared of this, but disruption is the new normal.

BXP: So how did you make the new normal work for you?
FRANCISCO:
We target companies who need day-to-day help getting their brand initiatives to market, whether it's a product
line extension, a video, animated banners, print or social media...you name it, we execute. What we saw
happening in the branding world was that tier one brands divide the work into three buckets. First is the
strategic partner; that can be a global agency or a brand consultancy that concentrates on research and brand
positioning. Next are the smaller creative agencies that focus on the big idea. Both tend to be costly and slow
when it comes to executional must-haves that occur on a day-to-day basis. That's where we come in. Adapting
isn't just a side job, it's our lifeblood. When Amazon needs a banner, uniquely personalized for, say, 50 different
markets, we can be nimble, fast and beautiful. More importantly, we can be right on brand.



Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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