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BRANDED CONTENT WITH PURPOSE – 8th ed. of Zoom Brands (28/04/21 – 11h)
We live in a time of profound transformation. The technological revolution, the pandemic, the climate change,…social and economic tensions have forced us to reevaluate and reflect on what it means to be human and about our way of life, relating and consuming.
The brands that are best adapting to this paradigm shift are those that have a clear purpose, have transparency and authenticity into their DNA, and are able to connect with a more empowered, more aware and more demanding consumer.
Branded Content, on the other hand, is a communication asset produced or co-produced by a brand that, through formats that play a role in entertainment, information and / or utility, aims to communicate its values and connect with a audience that voluntarily devotes its time of attention to finding relevant content.
A format that fits perfectly into a new model of communication and relationship with the consumer, including their point of view and their interests from the initial moment of conceptualization and creation. Not surprisingly, Branded Content is a clearly rising format and one of the few that has grown in terms of investment in a 2020, a year of general decline in advertising investment.
SPEAKERS:
MODERATOR:
Ana Palencia
Director of Communication, Public Affairs, Media and Corporate Social Responsability at Unilever
After graduating in chemical sciences (biochemical specialty) and working for 3 years in the magnetic pigments industry, in 1994 she started working at CPC España in the R&D department as a dehydrated product technique for brands such as Knorr, Hornimans, Maizena, Potax, etc. Two years later she was promoted to Quality Manager. Subsequently, in 1998, CPC acquired Starlux, creating Bestfoods, where she was responsible for cocoa and stuffed pasta products in the R&D area until the company Unilever acquired Bestfoods.
At that time, she began working as head of nutrition and customer service for Unilever Foods Spain from 2001 to January 2006, when she was promoted to Director of Corporate Communication and Sustainability for Unilever Spain, her current position, being one of its areas of leadership in the company that of corporate social responsibility.
Carlos Sanchez-Llibre
Co-founder of Bakery Group and Tomando Conciencia
I am an enthusiast looking for new business opportunities to communicate and solve social and environmental issues. Co-founder of Bakery Group, a strategic creative agency and Tomando Conciencia, my purpose is to create and communicate initiatives that generate a positive social impact. Both projects contribute to building a more equal, humane, healthy and sustainable society. In addition, we develop a pedagogical program in schools that aims to promote healthy and sustainable habits among children and their families. I firmly believe in creativity with purpose.
Marc Ros
Founder and CEO at AFTERSHARE
He studied economics at the University of Barcelona and PADE at the IESE business school. He has 30 years of experience in leading companies in the sector: from Lorente Grupo de Comunicación, through Wieden & Kennedy (Nike) and Leagas Delaney (Adidas) and a large global group such as Euro RSCG. He has held both creative direction and general management responsibilities, eventually becoming vice president of the Havas Group advertising company.
In 2007, he decided to found, together with Risto Mejide, AFTERSHARE with “Strategy” and “content vision” as priorities. In 2012 Marc was selected as a jury in the first edition of the Cannes Branded Content Festival and in 2015 he founded and is the first president, elected by his industry colleagues, of the BCMA. AFTERSHARE currently works for companies such as Mercadona, Bankia, AGBAR, American Express, ROVI, the Mediterranean Corridor movement or the Trinidad Alfonso Foundation, among others.
Leticia Iglesias
Journalist, host at Informativos Telencinco and ex-director or Comnunication at Coca-Cola
She has a degree in Journalism (USC) and is specialized in the audiovisual sector (IEPA-CES) and in economics and finance (Instituto de Empresa). She was a financial correspondent for the Madrid Stock Exchange and a presenter of news and programs on CNN +. Expert in Corporate Communication, she was the Communication Director of Coca-Cola España for 3 years. At the moment, she is publisher and presenter in Informative Telecinco, in the morning news of the chain.