Chapter 1: Toni Segarra

After the closure of elBullirestaurant, Ferran Adrià and the elBullifoundation team embarked on a mission to deeply understand the world of gastronomy. This search gave birth to Sapiens, a methodology that links seemingly unconnected points and creates unexpected connections.

In the first episode of “Connecting knowledge”, the legendary publicist Toni Segarra tells us how he understands the Sapiens methodology and how he has contributed to its creation.

From his professional perspective, we will discover how the art of connecting ideas can transform the way we understand and practice advertising, and we will delve into different visions on how to approach the creative process.

This is how Toni Segarra sees creativity and innovation that become tradition:

“The origin of creativity is inevitably copying. One learns by copying from others. In any case, it’s later when the next step happens, the fundamental step, which not everyone reaches, which is the creation of a personality,

the creation of one’s own voice, the creation of one’s own style. In the end the dream for any innovation is to become tradition. An innovation that really works is one that becomes a classic forever. When you achieve a style that is confused with what people expect from something, with what tends to be called a classic, you are turning universal again, something that belongs to everyone. That means getting to be the voice of the world, in some way, more than your own voice, which is practically impossible”

About Toni Segarra

Toni Segarra has a degree in Hispanic Philology. He worked in different advertising agencies, and in 1995 he started his own agency, SCPF, together with Luis Cuesta, Ignasi Puig and Félix Fernández de Castro. He won 39 “lions” at the Cannes Festival and more than 100 “soles” at the San Sebastián Festival, and has been chosen as the best creative of the 20th century by Anuncios magazine. Since 2017 he is a founding partner of the consulting firm Alegre Roca, along with Luis Cuesta.