Antoni Pons (Binissalem, 1971)is CEO and founding partner of Disset, a communications, marketing and advertising consultancy that employs 47 workers and has just turned 30 years old.
They have just opened a new office in Playa del Carmen (Mexico), which joins those in Binissalem, Madrid and Havana. How it all started?
With Joan Rosselló as a partner in a garage in Binissalem as a graphic design studio and without leaving our respective jobs. It was born as a “friends’ beach bar”, which is how the inspector of the Ministry of Industry, Joan Fortuny, defined us when he visited us to check if we deserved the subsidy that we had requested from the Government to buy computers.
They were born in a garage, like Apple…
Yes, in the basement of the house of Joan Rosselló’s parents, at calle Antoni Torrandell, 17. Hence the number of Disset.
From graphic design to comprehensive services in communication, advertising and marketing. Would you have been able to grow without partners?
From the beginning I have considered that we could not walk alone because it is impossible to know everything. And we have had and have partners who have taught us a lot and have helped us grow as Gabinete Echeverría, with whom we have created the corporate identity of IB Salut, Emaya, SOIB or the TIB; the Havas Group, with whom we once shared Proximia; and now Refinery in the American adventure.
Do you retain clients from your beginnings?
We have been working with the Binissalem City Council for 30 years. We have been with Eroski for more than 15 years. Also Logitravel or Iberostar, which has helped us enter Cuba.
How did they convince the Cuban government’s tourism ministry that Disset should do his campaign?
Winning an international competition in which 45 agencies participated. The first time I spoke with the Minister of Tourism was when he called me to tell me that we had won the contest.
The campaign has been awarded in Los Angeles, China, Greece, Cannes… Has it put you on the international map?
Yes, it surprised us because we are not one to submit to awards but it was worth doing so with this campaign after the production effort.
What plans do you have in Mexico?
We wanted to open an office in 2019 but the pandemic frustrated it. The idea is to start as in Cuba, providing service to hoteliers, large and small, and also to public organizations.
Cuba, Mexico…Do you plan to expand to other countries?
Thanks to the Cuban campaign we have had a possible client in Medellin (Colombia). But the next step will be the Dominican Republic, where we want to open an office in 2025.
When the Government talks about the potential of the Balearic Islands as a territory that exports tourism knowledge, do you take it for granted?
Yes. In Cuba, in addition to marketing services, we act as a business consultant and we are helping companies with complementary tourism offerings to enter there.
What is the secret of a good advertising campaign?
Know well the product or service and its differential value, which sometimes not even the client himself is able to see. Campaigns that want to say everything do not usually work
In political, institutional and business communication…Does the data kill the story or can reality be camouflaged?
Unfortunately, everything is camouflage. The limit is not to tell lies.
Which Balearic political leader urgently needs communication advice?
Prohens and Galmés. Jaime Martínez seems more troubled because he was a councilor. But the current Francina Armengol also has nothing to do with the one from the beginning.
Which world leader would you work for for free?
Obama.
Do you offer comprehensive communication services…When do you set up a media outlet?
We have been part of some and I have always liked them, but currently it is not part of our plans.
Is Disset at his best?
We live a sweet moment.
Which was the worst?
The departure of my founding partner, Joan Rosselló, when the company was 7 years old. He made me wonder if it was worth continuing.
They say on their website: “We turned 30 years old and we have learned something”
We have learned a lot from our partners and customers. Above all, the importance of global advice. The first thing I ask the client is how their business is going, because my job is to help them sell more and better.
2024-02-11 23:27:20
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