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Tools of the Trade is a feature to highlight the many tools that help make advertising and marketing folks successful. The tools can be anything that helps people perform at their top form, from a favorite drafting table to the best software program to a lucky pen, a vintage typewriter or a pair of headphones.
Next up is Michael Sotelo, svp, digital creative and experience strategy at almaDDB.
What is one tool you use all the time at work, and how does it inspire your work?
While analytics and market research are great (who doesn’t love a good pie chart?), sometimes the most profound insights come from sources that still leave their socks in the living room. Enter my 14-year-old daughter, Sofia, and my 11-year-old son, Franco—my in-house trend analysts and the future consumers we’re all trying to impress.
Conversations with Sofia and Franco are… enlightening. They’re brutally honest—Sofia once asked me why I had a Facebook account and Franco keeps reminding me that “no one uses email anymore, Dad.” Their candid feedback on brands and ads is like having access to the world’s most unfiltered focus group. They challenge my assumptions and push me to think outside the traditional advertising box. They’ve taught me that social responsibility isn’t just a buzzword; it’s a non-negotiable. Brands need to take a stand, or they’ll find themselves standing alone.
Why are they your favorite?
In the ever-evolving circus of advertising, keeping up with social media trends feels like trying to outrun a cheetah on a unicycle—challenging, to say the least. I love that I get to have my kids as a “tool” pretty much constantly, so I’m always taking notes and getting their opinions whenever I want.
Sofia, my resident Gen Z expert and the only person I know who can use “yeet” in a sentence correctly, offers a front-row seat to the ever-mystifying world of teenagers. Her daily escapades on TikTok and Snap (notice how I artfully dodged mentioning any Meta platforms) reveal a universe where authenticity isn’t just appreciated—it’s demanded.
She’s not just scrolling; she’s creating content, participating in viral challenges, and somehow convincing her parents to dance on camera. By observing her (totally not spying—parental supervision, right?), I’ve learned that flashy ads and celebrity cameos are about as appealing to her as dad jokes are to, well, her. It’s all about storytelling, relatability, and that genuine connection that makes you forget you’re being marketed to.
Then there’s Franco, my 11-year-old who believes that if he’s not gaming, he’s basically wasting time. His playgrounds are COD (don’t judge me), Roblox and Fortnite—platforms that are as foreign to me as dial-up internet is to him. These aren’t just games; they’re social hubs where he and his friends hang out, attend virtual concerts, and, occasionally, ask me for money to buy a new “skin” (which, I’ve learned, is not as creepy as it sounds).
Through Franco’s eyes, I see the future of immersive advertising. Brands can’t just slap their logos on a banner and call it a day. They need to be woven into the fabric of these digital experiences—like that one time I found out he attended a virtual Travis Scott concert in Fortnite. Mind-blowing stuff.
How did you acquire your tool or hear about it for the first time?
The first one was acquired in 2010 and the other in 2013. The first time I noticed I could benefit from their insight was after I was introduced to the TrendTok app by my daughter. It’s been one of my favorite discoveries for tracking and forecasting trending songs and sounds. TrendTok gives you the ability to see what is trending on TikTok and provides you with analytics that can forecast a growing trend or one that is declining. It specifically shows you all the sounds and songs that are trending for a specific category such as beauty, gaming, or cooking.
How does it help you be successful?
Leveraging the insights from my own kids isn’t just about staying trendy. It’s about bridging the gap between generations. It’s a reminder that the most valuable tools in our trade aren’t always digital dashboards or KPIs but the human connections that add depth to our work.
By embracing their viewpoints, we’re crafting narratives that are not only current but also culturally and socially relevant. Plus, it gives me a fighting chance to understand their slang, so I don’t embarrass myself at the next family gathering.
Does it have sentimental value?
Nothing has greater sentimental value than the tool of human insight coming from the humans I helped create.
Do you think your tool could go TikTok viral?
Absolutely, I think my “tool” could go TikTok viral, and here’s why: In the world of digital trends, people crave authenticity and fresh perspectives, and what’s more genuine than insights from a 14-year-old and an 11-year-old? My in-house “trend analysts” are constantly teaching me the nuances of Gen Z and beyond—unfiltered, honest, and often hilarious.
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