900 professionals participate in the 7th edition of the Zoom Marques

Today we saw the seventh edition of Zoom Marques, an annual event organized by the Audiovisual Cluster of Catalonia in collaboration with Foment del Treball, the Association of Communication Managers Dircom Catalonia and the Barcelona Marketing Club.

The debate was attended by three experts in communication and marketing from companies that have stood out for their ability to adapt during the health crisis: Jordi Urbea, Senior Vice President of Ogilvy Spain and CEO of Ogilvy Barcelona; Cristina Vall-Llosada, Global Director of Corporate Communication at SEAT and Pol Vilà, Director of Digital Marketing at Filmin. It has been moderated by journalist Xantal Llavina.

The event began with a presentation of the debate on an interactive set, with the use of augmented reality and holographic teleportation. With this introduction, the Audiovisual Cluster of Catalonia wanted to show the advantages of using new technologies to promote new ways of communicating and highlighting the key role of the audiovisual sector for large companies.

The three speakers agreed that brands need to generate security, send energy and positivity, provoke more confidence and further personalize the messages to reactivate consumption. Jordi Urbea commented that “it is time to regain trust, brands must dare to invest in communication and generate security. We must explain that everything will go well, that we will move forward. It is essential to build trust.”

Cristina Vall-Llosada, added that brands will have to review their purpose and adapt to what consumers expect, especially the youngest, who no longer have enough with a good product, but demand socially responsible companies.

In the words of Pol Vilá, “digitalisation must not involve dehumanizing, on the contrary”. In his view, brands need to start digitizing, but with people behind them to control and interpret the algorithms as in the case of Filmin, where a team of curators selects the film offering.

Finally, and in response to viewers’ questions, the speakers emphasized the importance of personalization in current communication and the targeting of the target audience without losing sight of the human aspect, knowing who our consumers are, where they are. and what interests them.

Zoom Marques 2020 – Brands&Covid: Post-Covid Audiovisual, Communication and Marketing Strategies

Zoom Marques is the annual meeting on brand communication promoted by the Audiovisual Cluster of Catalonia with the collaboration of Foment del Treball, Dircom Catalunya and Club Marketing Barcelona, ​​for advertising professionals, communication managers, corporate communication managers, marketing and prominent agents in the audiovisual sector in Catalonia.

It aims to reflect and analyze innovations and disruptive trends in the audiovisual, communication and advertising landscape.

In the recent months, we have observed an exponential acceleration of digitization and the application of Artificial Intelligence and Big Data, as well as the importance of personalizing to the maximum in order to offer content adapted to the needs of each type of consumer. Also, there has been an increase in social and leisure content based, mainly, on platforms.

In time of confinement, there have been notable changes in audiovisual consumption: there has been an increase of 112% in television and radio monitoring, 45% in reading digital media and 55% in monitoring social networks. At the same time, the need to adopt values ​​such as sustainable consumption is being highlighted, while brands show their social commitment.

Given this new normality, we ask ourselves if we are also facing a new paradigm of communication, what will be the needs in teleworking work environments, how habits, leisure and the needs of consumers have changed and what they expect from brands, those that have to be adaptable and resilient.

The seventh edition of Zoom Marques entitled Brands&Covid gathers all these questions to debate the communication strategies that have originated in times of coronavirus in an online roundtable that can be followed remotely next May 27 at 10am .

To participate as a public you must register here .

Before the session you will receive an email with instructions to access the online event.


Jordi Urbea, Senior Vice President d’Ogilvy Spain and CEO d’Ogilvy Barcelona.
He is one of the pioneering professionals on the Internet in our country, an expert in the digital transformation of companies, businesses and brands. He has worked with major brands from Ogilvy, a multinational marketing, communication and advertising agency with 131 offices worldwide and more than 20,000 employees. He has been responsible for the digital transformation of the company in Barcelona and the driving force behind Ogilvy Upcelerator, the first startup accelerator for the firm in the world. He coordinates the master in Direct and Digital Marketing at UPF, is a lecturer and author of several books.

Cristina Vall-Llosada, Head of Corporate Communication at SEAT
Graduated in Communication and Public Relations, she joined at SEAT in 2010. She has led the largest corporate communication offensive in the history of the automobile firm, helping to increase its position as an internationally recognized company. Previously, she was director of the Barcelona delegation and a member of the Porter Novelli Management Committee (currently Omnicom PR Group) and professor of crisis communication management at the University of Girona.

Pol Vilà, Director of Digital Marketing at Filmin
He leads the digital strategy of the online cinema platform Filmin and is also Storytel Spain’s Social Media Strategist and digital communication and marketing consultant. Previously, he worked as Director of Social Media at Equipo Singular, leading the work with brands such as Cinco Jotas, Logitech, Moët & Chandon, Rabat, Le coq sportif, Bodegas Torres, among others.


Xantal Llavina, Journalist and Director and conductor of the programme Revolution 4.0
Graduated in Journalism and in Business Sciences, she currently directs and conducts the fourth season of the program Revolution 4.0 on Catalunya Radio as well as the television version on TV3. He has worked in numerous media such as TVE, ElPuntAvuiTV, Barça TV, RAC1 or El Periódico of Catalonia, among others. She has been awarded six recognitions for her journalistic work, including the 2018 Women’s ICT Outreach Prize for the Generalitat of Catalonia. She is the author of the book Facebook: Improve your relationships knowing the social network that connects the world , published by Profit Editorial.

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