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Brands with music

In the advertising sector, Conrad Llorens is known as the parent of marks of certain seniority, such as Pans & Company, and other more recent die, as Applus , the new name of the former Agbar Automotive, certification business of Aguas de Barcelona.

 

In the advertising sector, Conrad Llorens is known as the parent of marks of certain seniority, such as Pans & Company, and other more recent die, as Applus , the new name of the former Agbar Automotive, certification business of Aguas de Barcelona.

Llorens, that in Esade had chosen as matter of thesis the changing market of them agencies of advertising, is developing with that adventure business in a modest protagonist of the evolution of the industry of the advertising. «My was marketing. «In those times of student the finance not I liked». Developed the thesis it harvested the first contacts. “Immediately received an offer of Bassat, where started as Executive junior in the division of management of customers”. There he became seasoned in the demanding world of the brands (from Puig to Levi’s), an experience that was very helpful to steer Summa.

One of the first challenges that faced was the naming and branding of a new chain of fast food driven Agrolimen. Today the brand Pans & Company and its feature combination of the yellow and the black-“them colors that more contrast”-come to the head quickly to the think in a chain of sandwich shops.

“Not is was of stealing customers to the Hamburger, but of widening the market.” I remember the satisfaction I felt when via a woman who came out of the Palau de la Música with mink coat and went into the establishment of Urquinaona to make a sandwich”. In 1993, the crisis economic sank the figure of customers and forced to Llorens to employ is to fund in provide consulting to your own company.

“We rethink the marketing and take a more active attitude”. Overcome the trance, the demand took hold. They were fat or skinny cows, many companies gave importance to the brand strategy. Today Summa has offices in Barcelona and in Madrid and employs to 24 people.

The Auna brand stands out among the creations of recent years: “the previous name of the Group of telecommunication, Retevisión, evoked Franco because it belonged to that era. With Auna, on the other hand, is given the idea of holding and business integration”.

Other creations are Tradia (Abertis), Andbanc (new name of the entity resulting of the fusion in Andorra of Banc Agricol and Banca Reig), Booket (books of pocket of group planet) and nests {(division real estate of the Group BBVA).} And not there that forget the same name of it consulting, Summa, that means, among other things. «Union» and «point culminating in a work».

In office, Llorens, not everything is working. A couple of guitars in a corner reveal to the musician fireproof that is hidden under the skin of the Executive advertising. “Studied in the workshop of Musics and in the classroom of music modern i jazz to the same time that made the master MBA from Esade”, recalls. In the early 80s, Llorens played guitar in the band rock the C-Pillos and in other bands. “Once we did opening for Lou Reed.” But the vocation was diluted. “Me di account of that many that were worth not also”.

Whenever possible, Llorens rehearses at a local in Ciutat Vella. This summer the Group Aladdin Spiders, which pays homage to the discography of the first era of David Bowie (late 70s, early 80s) created with other amateur musicians. The first bowling, in autumn.

 

Source: El Periódico de Cataluña

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