20 January 2022 – 10h

Zoom Brands 9th edition

In the last few years, more and more brands are opting for events as a way to promote themselves and to communicate the values they identify with and want to be recognized by. Events allow brands to connect with their audience and to improve customer loyalty, becoming an unique and genuine experience that will remain in the participants’ memory. Brands only get one chance to make a first impression, so the event must be impressive and original. Even more so in the current context, in which the acceleration of digitalization has highlighted the importance of face-to-face experiences.

Consequently, conferences, events and meetings have also become a powerful tool for audiences, who establish an emotional bond with the brands and with other people with similar interests, giving them a sense of community. Actually, events segment the brand’s target audience, since attendees are previously interested in the brand and are willing to participate in this collective experience. If the event is truly amazing and attractive enough, the attendees will share it on social media, contributing to the communication and positioning of the brand.

Even though creating a good brand experience is a must for its success, this is not the only aspect to consider. Content is often supported by technology through integrated systems companies, who offer innovative A/V solutions in order to celebrate the most well-known events. So, in this session we will have with us three companies and/or organizations that work at the intersection of events and brands: Sono, the largest Integrated Systems company in Spain; ISE, the largest audiovisual fair in the world; and NEP, a multinational company from the United States also present in Catalonia responsible for spectacular events such as “Red Bull Batalla de los Gallos, which recently filled one of the largest stadiums in Latin America and was followed live by 4 million viewers.



Mike Blackman

Managing Director of ISE

Michael Blackman is the Managing Director of Integrated Systems Events, the organiser of Integrated Systems Europe (ISE). An avid tech fan, he has been involved in technology publishing and events for more than 38 years and is now celebrating 19 years focused on the audiovisual sector with ISE. Under Mike’s stewardship, ISE has become an unmissable exhibition and conference.He has consistently grown the event, from a single exhibition hall in Geneva in 2004 to the world’s leadingshowfor professional commercial and residential audiovisual and electronic systems integration today. In recent years he has increasingly focused on attracting AV end-users from key market verticalsto ISE. This has been a major contributor to raising the profile of the professional AV industry among the wider world of business and industry. As ISE prepares for a new chapter in Barcelona from 2021, Mike has forged new relationships with many national and regional authorities that will bolster the continuing development of ISE and drive the development of the AV systems integration industry in southern Europe.

Carlos Henao

Marketing Director at Sono Team

As Marketing Director at Sono Team, he directs and develops the communication strategy and the integration of audiovisuals companies to the group, together with the direction. He worked with great international companies, developing advertisement campaings as Customer Services Director at Grey, General Manager at Kúbika BTL, General Director at Konecta Marketing, receiving Best Pack awards and actively participating at different outstanding advertisement international festivals.

Joel Mestre

Country Manager at NEP Group Spain

As Head of Production and now Country Manager at NEP Spain, Mestre brings over 20 years of experience in the video production industry, working in a wide variety of projects and formats; directing music videos for top spanish bands, fashion films pioneer and technological and art projects at Onionlab. He began his career in broadcast production at Endemol Spain, where he became a member of the team directing quiz and music reality shows like Operación Triunfo, among others. Later, he joined EuroLeague Basketball as production supervisor and partnership manager, and then Red Bull Media House as broadcast production manager. While at Red Bull, Mestre worked on large events like the Primavera Sound Festival, Concurs de Castells 2016, Dakar Rally and RB Batalla de Gallos international finals, as well as eGames events including the 2018 FIFA Ultimate Team Championship European season including the Grand Finals.

Pipo Serrano

Journalist and Head of Innovation and New Business at Broadcaster

Pipo Serrano is a journalist specializing in digital topics (Radio & Tv), recognized by the “European Digital Mindset Awards 2018” (“Best Journalistic Work on Digital Transformation”), has led strategies and digital transformations in large newsrooms and media outlets. With a holistic vision of communication, he is author of 2 books and a Master’s professor at the University of Barcelona and the Columbia School of Journalism. Lastly, Pipo Serrano is a member of the Advisory Board of the “ESADE Forum for Technological Humanism”, and member of the Governing Board of the Association of Journalists of Catalonia.