In June 2020, CASA SEAT, the car company’s new space in the heart of Barcelona opened its doors to the public. This brand experience center is a tribute to Barcelona and aims to become the hub for co-creating the mobility solutions of the future. Gabriele Palma, Managing Director of this space, will explain the process of creating CASA SEAT and the ways in which the worlds of mobility and culture can hybridize to bring brands closer to people.
Born in Italy, a Doctor of Law and a holder of a CUOA Master’s Degree in International Marketing, Gabriele Palma embarked on his career in the automotive industry in 1993, attaining outstanding experience as an international manager in Italy, Germany and Spain. The first stages of his career were at Renault, in the DaimlerChrysler Group – contributing to the launch of the Smart brand – and at Mazda Motor, where he also worked as Marketing Director for the Italian market. For four years he was General Manager of Publicis in Rome. In September 2012 he joined SEAT as Global Head of Brand Advertising, and in June 2015 he went on to become Marketing Director of SEAT Spain. In 2019, he was appointed Managing Director of CASA SEAT, the new brand experience center in the heart of Barcelona.
The importance of adopting an entrepreneurial or intra-entrepreneurial attitude to survive and generate value in the current global context. Explanation of different cases close to this attitude has been the key to finding innovative solutions to different problems. Lessons learned from Silicon Valley’s entrepreneurship and innovation ecosystem adapted to our own ecosystem.
Xavier Verdaguer. Serial entrepreneur. Founder of TMT Factory Innovation, the smart clothing company Innovalley, Inc. and the Imagine Innovation Center that he directs himself in Silicon Valley, California. Co-founder in Barcelona of Conector Startup Accelerator. Computer engineer, building engineer and with senior management studies at Stanford University. Investor in startups.
Why are people with Down syndrome and autism working at a design studio? Why do international brands confide in La Casa de Carlota for their design needs? Why have we won international design awards? And… Why did the UN select us as a model of innovation and social impact in the world?
Jose Maria Batalla . Author of the book “Run your Business as if it were a Down Syndrome”, founder and Creative Director of La Casa de Carlota. He has directed creative teams for over 25 years in advertising agencies: Grupo Lorente, Euro RSCG and Havas Worldwide. One day he discovered that creativity could also help brands continue to sell more and at the same time, contribute to building a better and more sustainable world.
Danilo Lauria is the creator behind “A Quarantine Production” (AQP), a project that aims to present a global vision of how clothing boutiques and the fashion world are living and trying to ride out confinement.
Through interviews with artists and creators, Danilo Lauria shows us how the way we work has changed, how we have learned new skills and how we have been able to maintain our creativity during confinement.
Being flexible and knowing how to adapt quickly are the characteristics that have always been crucial for people in marketing and communication. However, the Covid-19 pandemic and the new global context give a new meaning to this power of adaptation.
For many organizations, crisis management is nothing new, but the global scale and ongoing uncertainty make it a new situation for everyone.
Consumer behavior has already changed forever. So adapting to change, creativity and empathy become fundamental tools to be successful in these times of uncertainty.
How can we adapt to this unprecedented moment?
We will try to provide a few “recipes” and examples for us to become brands’ best allies.
Gustavo Martínez is the former representative for WPP Spain.
He has a BA and a PhD in economics from the University of Barcelona. He has a PDG from IESE (University of Navarra) and was a professor of Marketing and Economics at the Spanish School of Economics.
He was also the Global President and CEO of the J. Walter Thompson Company, the world’s best known marketing communications brand. He is the first Hispanic CEO of a global advertising agency.
Guido Rosales has carved out a reputation in the industry for changing the global marketing landscape. With his disruptive vision and meticulous approach, he has managed to create “brand love” and consistent growth for some of the world’s most important brands.
Rosales is co-founder of Top Line Marketing and former Integrated Marketing and Communication Director of Coca-Cola, where he was in charge of communication strategies, integration plans (Own, Earn, Share and Paid media), marketing processes and marketing structures.
Why do cities insist on wanting to be brands if brands want to be communities? Is storytelling another way of telling lies? Why does a public administration communicate? What are we talking about when we talk about design?
Nacho Padilla (Madrid, 1970) holds a BA in Advertising and P.R. from UCM. He worked as an editor at Contrapunto BBDO -from 1997 to 1999-, at McCann Erickson -from 1999 to 2001- and at Contrapunto BBDO, back again, as creative director until 2010 when he founded Viernes, a studio that applies creativity to sustainable mobility projects, public administration, third sector, CSR and economy and social innovation. In March 2016, he left Viernes to become the Creative Director for the Madrid City Council until June 2019. He is currently Creative Director for the Barcelona City Council.
Over the last few years, brands have made experiential design their main tool to provoke unique experiences for their audiences. How can we approach these experiences in the Covid era? It’s time to expand the frontiers of innovation.
Laia Zanon. With an extensive background in film production, advertising and live shows, in 2016 she joined the Wildbytes technology innovation agency to become part of its experiential design team as Creative Production Manager in order to create high-impact brand experiences that inspire and excite audiences.
She has headed up large scale campaigns such as SEAT’s 360º production “Created in Barcelona” and 4D experience with more than 13,000 hits in its first 5 days. The launch of Fenty Beauty by Rihanna in Italy and Spain that generated more than 1.7 billion impressions. The New Balance launch event with fashion pattern detection through artificial intelligence with more than 1000 participants in the center of Madrid and 50 million online impressions. The first online beauty show for Dior Backstage during the confinement, which increased sales by 633%. She has also been involved in VR, AR and interactive mapping productions among other advanced technologies.
Laia Zanon initiated her audiovisual career at filmmaker Claudio Zulian’s Acteon Production Company and is co-founder of the documentary film production company Gadea Films whose first feature film, “La Mami”, has picked up awards at national and international festivals.
The effectiveness of advertising communication has historically been linked to creative genius and the possibility of consistent investments. In today’s ever-changing sociological and cultural environment, many of the topics that have lasted for decades completely lose their meaning and this often causes advertising communication to be ineffective.
After in-depth studies, analysis and experimentation in several countries and various contexts, we can rewrite some of the “sacred” rules of marketing and advertising, without ever losing awareness of the fact that we live in a liquid society, in constant transformation and that aspires to a new era that changes and will deeply change our habits and our way of communicating, relating and consuming.
Franco Martino. Educated in political science and marketing, he trained at the heart of the Ferrero group in several countries in the marketing profession, becoming marketing director in Spain for Starlux (Danone group) and Ferrero.
He then took over the direction of media and sponsorships, winning a Sol de Oro (Golden Sun) Award in 2005 for the best media strategy.
In 2006, he was among the creators of the Kinder+Sport (now Kinder Joy of Moving) program, which today has spanned the globe (40 countries on all continents).
From 2011 to 2018 he headed a high-performance group to implement a new process to generate effective communication strategies in 9 countries, working side by side with leading experts in sociology, neuroscience, behavioral psychology, strategic planning and applied creativity.
As a result of this experience, he was called on to give lectures and conferences at the most relevant business schools and universities in the state (IESE, ESADE, etc.).
He has been a member of the jury for the Cannes Marketing Awards, AEA Effectiveness Awards, El Chupete Festival.
He combines his professional activity with strategic consulting for start-ups.
Member of several associations of communication (AEA, Club de Jurados) trade (Italian Chamber of Commerce in Spain) and category (CEOE, FIAB, PROMARCA, PRODULCE)
He loves sports (ex-footballer), art (he was a comic book artist and illustrator in his youth) and music.
Married with 2 daughters, since childhood he loves Sitges, where he has a house to escape to whenever he gets a chance.
In her presentation she will talk about the challenges of teaching and learning communication, especially in virtual or hybrid environments, and will share some initiatives she has implemented and is implementing at the UOC.
Before becoming a professor, Sílvia worked as an advertising creative for many years at agencies such as DMB&B and Lowe & Partners. Since 2006, she has been a professor at the UOC and is currently also the deputy director of Emergentes Programs (equivalent to a vice deanship focused on Competitiveness and Employability). She has a passion for virtual teaching, but also for face-to-face teaching. At the IED she coordinates a master’s degree and often collaborates with other centers (IDEP, LCI…).
This year, she has been awarded the Jaume Vicens Vives Prize by the Catalonian Generalitat for her career committed to contributing to the development of students’ creative abilities, based on the ideation and implementation of innovative tools, methodologies and resources in virtual teaching, as well as the exchange and dissemination of knowledge. Her last published book is Publicidad contagiosa-Contagious Advertising (UOC, 2015), the result of her doctoral thesis, for which she also won the VI Prat Gaballí Award from the Catalan School of Marketing and Communication (for which she is now a spokeswoman).
Charity Rounding Up is a new innovative mechanism that provides the public with an opportunity to make micro contributions and collaborate with social causes every time we use our credit card as a means of payment. So far, more than 10,000 donations have already been made via this new channel. Bonpreu and Esclat is one of the companies that channels the most donations. IrsiCaixa is one of the beneficiary institutions. Manel Prat, Dr. Bonaventura Clotet and Anna Moragas will explain to us the implementation and communication campaign that has helped make this campaign a success.
Anna Moragas holds a BA in Advertising and Public Relations (2008-2012) from Blanquerna’s School of Communication (URL) and a Master’s Degree in Communication Management (IDEC – 2013). She has worked for advertising agencies and in the communication department of multinationals in different sectors. Since 2016, she is the Head of Communication and Public Relations of Worldcoo, the Catalan social business that has launched different fundraising channels to help NGOs find the necessary economic funds to implement their projects, as is the case of Charity Rounding up.
Dr. Clotet received his PhD in Medicine from the Autonomous University of Barcelona (UAB) in 1981, with a thesis on autoimmune diseases. That same year, during his residency as a specialist in Internal Medicine at the Vall d’Hebron University Hospital in Barcelona, he coincided with the first case of AIDS described in Spain.
This event was the catalyst for him to focus his career on this serious disease, first as head of the HIV Unit at the Germans Trias i Pujol University Hospital in Badalona (1987-2015) and as Chairman and founder of the Fight against AIDS Foundation (1992).
Shortly afterwards, he realized that it was necessary to go a step further and supplement patient care with research to try to eradicate this disease. This is how, in 1995 and with the support of “la Caixa” and the Catalonian Generalitat’s Health Department, he created the IrsiCaixa Institute for AIDS Research, which he continues to head.
He is currently head of the Infectious Diseases Service at the Germans Trias i Pujol Hospital and since 2006 he co-directs the HIVACAT project, a Catalan program for the development of an effective AIDS vaccine. He is also a scientific advisor for Aelix Therapeutics and AlbaJuna Therapeutics, two spin-offs created from IrsiCaixa.
Manel Prat holds a BA in Geography and History. He has a postgraduate degree in General Business Management (UOC) and in Politics and Government. In addition, he also holds a Master’s Degree in Marketing and Communication (EADA) and a Management Development Program (IESE). Since 2014, he is the Head of the Marketing and Communication Department at Bon Preu Group.
I hold a BA in Journalism from the UAB. I was first editor and then editor in chief of El Temps weekly (1991-1996); editor in chief of Descobrir Catalunya (1997-2000); editor in chief of Sàpiens (2002-2004); director of the Fundació Espai Català de Cultura i Comunicació (ESCACC), promoter of the Baròmetro de la Comunicació i la Cultura (2004-2006), Secretary of Culture for the Generalitat (2006-2010), and since 2012 I am the CEO of Time Out Spain. Professor of Journalism at the Blanquerna School of Communication (1997-2017), author of several non-fiction books and political commentator for TV3, Catalunya Ràdio and Elmon.cat
An inspiring session in conversation format that will be a perfect opportunity to talk to Ferran Rodés, and for him to share his thoughts on the situation of the marketing and communication sector. His conversational partner will be another prominent industry professional: Marc Elena, Vice Dean of the Catalan Association of Marketing and Communication.
How is this sector’s health doing? How is it seen from the financial perspective? How are business models changing? How are agencies and advertisers reacting to the current situation? These and other topics will be of maximum interest during a talk that no one should miss.
Ferran Rodés (Barcelona 1960) is an entrepreneur dedicated to investing and managing companies from the field of communication.
Trained in economics, he initiated his career at Manufacturers Hannover Trust (1985-89) and later on at Banesto (1989-94) where he was director of investment banking. In 1994 he joined the Media Planning Group and was its CEO until 2006. That year he was appointed CEO of the Havas Group in Paris, France.
In 2011 he left that position to become the Executive Chairman of ISP, a family holding company dedicated to managing marketing services companies such as In-Store Media and Rebold (formerly Acceso, Digilant and Antevenio).
He was a consultant for Acciona (2009-2018), and also chairman of the Advisory Council for Sustainable Development (CADS) of Catalonia (2012 – 2019). He is a founding trustee of Fundació Natura, and Fundació Catalunya Cultura. He is a founding partner and chairman of the board of directors of the ARA newspaper’s publishing company.
He is married, has five children, and lives in Barcelona.
Financing of startups is normally based on a chain of rounds of investment with Business Angels and different types of Investment Funds. But this system requires recurring models and expectations of exponential growth that are often difficult to present in the communication, media or creativity sectors. How are startups in this sector doing it? What alternatives are there?
Quino Fernández is CEO of AticcoLab. He was previously a mentor and CEO of Conector Startup Accelerator for 3 years.
He was Head of Technology at Apple Spain. In the mid-90s, he founded Briefing, the first Spanish interactive agency, which was acquired by a multinational company. He previously worked as an IT Project Manager in the financial world.
Since then he has participated in numerous digital communication projects from Quin Team, an advertising agency that he co-founded and directed for several years. He has taught Digital Marketing and New Media at several schools and is a partner or consultant for various startups.
Joan Francesc Bañó is the CEO at Cooncert.com / Music Bus
Internet and social networks, beyond being a threat to televisions, have become an essential complement to innovating in audiovisual formats and, based on a liquid narrative, to be able to manage discontinuous communication and make the audience part of the distribution and creation of magical atmospheres aimed at weaving new connections and relationships with new audiences and in this way, reinforce their identity.
We will explain how TV3 makes the change in this new paradigm, both in its content and in its brand, and through different examples how it seeks maximum visibility in an audiovisual discourse that depends more and more on the power of its audience.
Àlex Marquina. He has a BA in Advertising and Public Relations from the UAB. Professor of Digital Marketing. Currently Vice Dean of the Col.legi de publicitaris de Catalunya and former president of the IAB (Interactive Advertising Bureau), an association that embraces the digital business in Spain.
I am currently the director of brand strategy and promotion at the CCMA (TV3 + Catràdio). Previously I was the commercial director of digital media at the CCMA.
Jordi Pi. #talkingenhashtagsentiendelagente. I do #CosesdeTV3, have been touched by #MomentoAfortunado, I make revolution with #Revolució4 and I’m a BricoHeroe.
Trained as an industrial designer, making my mark in the field of communication. With a BA in MK Management and a BA in Communication Management, I gave up my vocation to work on a passion. After a few years in the private sector (Canal Metro), in 1997 I linked my career to the Internet. Canal Metro was my first contact with the digital world and it grew in La Vanguardia Digital.
After this stage I felt like getting to know the public sector and once again “the digital reality” gave me the opportunity. In 2001 I started to work for the Corporació Catalana de Mitjans Audiovisuals/Catalan Corporation of Audiovisual Media (Tv3 and Catalunya Ràdio), first as the person in charge of Internet and then defining its Transmedia transformation process as the Head of Commercial Marketing and Innovation.
At the same time, and with much concern for the changes in the Mk and Communication sector due to the arrival of new technologies and the presence of the consumer as a new player, I have a special interest in “evangelizing” and “evangelizing myself”. I decided to share my knowledge at different learning centers. My particular campaign includes, among others: Codirecting and participating in different Master and Postgraduate courses at ESADE, ESIC, UAB, UB, Blanquerna, LaSalle, IEBS, Foxize, Tecnocampus or The Valley.
My first Transmedia creature was a local TV show for Youtube: Etiquetats. This birth gave me the courage I needed to tackle the challenge of Transmedia Narrative and since January 2015 I have been working as Executive Producer on the first transmedia fiction that a TV station launches in its native language for Facebook, “Em Dic Manel” (“My Name is Manel”).
Currently making a revolution at Catalunya Ràdio with the program Revolució 4.0, a native of digital radio that after 20 programs, moved to conventional FM without giving up its transmedia DNA.
I have absolutely no idea how to do DIY, but I’m a BricoHeroe. My passion for content compels me to undertake different startups, most notably Fangazing or drawing the creative strategy for Vino Afortunado de Viñedos Singulares.
New times. New models. New metrics.
I’m a small-town boy who moved up in the world in the city. Former Executive Creative Director of McCann, former Creative Director of CP Proximity. An eccentric thinker.
Campaign / Salut #joactuo, a story of ingenuity, personal commitment, teamwork and solidarity with the world
We could never have imagined that we would be experiencing a pandemic and, all of a sudden, it became the most important challenge in the lives of a group of professionals from the world of communication, members of the Catalan Association of Marketing and Communication. Discover how they were capable of creating a public awareness campaign, with very few resources at their disposal and without leaving home.
Sílvia Hernández Maynou. An independent professional who specializes in the strategy design, development and implementation of integral marketing and communication projects. She was previously Head of Communication and Communication Consultant for the Catalan Generalitat’s Departament de Treball, Afers Socials i Famílies/Department of Employment, Social Affairs and Families (2018-2019), strategic coordinator of the Projects Department for the Barcelona City Council’s Communication Office (2012-2016) and Account Director at Bassat Ogilvy Barcelona (2002-2012).