The second block of the ATREVIA congress, CommunicationToday, started with the presentation of Anna Sánchez, ATREVIA Brands Director, on the latest trends for this sector. These include channel integration, the evolution of storytelling to story-doing and consumer proximity. “Goodbye, aspirational brands. Hello brand mirroring. Today brands have to be closer to a more informed consumer, connected, looking for content designed specifically for them”, explained Sánchez.
Furthermore, Alex Casanovas, Director of Digital Marketing at ATREVIA has interviewed Carlos Grau, CEO of Mobile World Capital Barcelona and Eduard Farga, Deputy CEO of Seidor to analyze the keys of 5G and how it influences organizations and society.
The two have agreed that the arrival of 5G is a revolution that requires agility and adaptation to respond to the great challenges that come with it. “We all believe on a gradual development, but we’re accelerating and advancing its deployment and its implementation”, explained Carlos Grau. Eduard Farga highlighted how, in this process, “it is necessary to manage the corporate story, how we interact with an increasingly demanding client and maximize their experience betting on innovation and training internal talent”.
After a short break, Fátima Marina, ATREVIA Health Director in Barcelona, interviewed Alvaro Bordas, Director of Communication and Press office head of Corporación Empresarial Pascual. From the company they managed to involve their employees in their external campaign to communicate their animal welfare seal which allowed them to multiply their reach and be a trending topic thanks to their messages
Following her speech, Mar Camps, ATREVIA Digital Director, continued with her presentation on digital trends, including marketing and integrated communication. Camps presented the case of Accion en Ayuda and ATREVIA: #FirstWorldProblems, winner of 5 awards for effectiveness and creativity in the last edition of the Publifestival as an example of how to make a disruptive campaign inspire awareness and involve the public
Anna Sánchez continued the block with her interview with Javier Coromina, director of Communication and Media at Idilia Foods, on how to get the consumer to become a fan? “You need to think about how to get to your consumer for real, running away from what is trending and being agile in decision-making,”, he said. Mónica Colmero interviewed Meritxell Juvé, on the same panel, CEO of J&C Prime Brands, who highlighted how in his case “we approach new generations with the help of new artists and the launch of new products. But our classics remain our pillars”
Generational marketing: Z, challenge and opportunity. Alba Rodriguez, ATREVIA Dominican Republic coordinator interviewed Isabel Lara, vice president of ATREVIA, to analyze this new generation of consumers. “Brands have the challenge of generating content that attracts their attention and connects with them. An increasingly demanding and irreverent generation”, said Lara
This first part of the second block has ended with the presentation of Gonzalo Zubieta, CEO & Founder of Emet Partners, who has talked about neuroscience and its impact on marketing.