The terraces of Barcelona’s Real Club de Polo were chosen as the ideal venue to share this experience together. The cocktail and traditional dinner were held after a dynamic networking icebreaker which allowed the participants to connect with each other, make new connections and expand their network of contacts in a fun way.
Isabel Ferrer (Lic&MBA 95), president of the Marketing Club, was in charge of welcoming the participants and announcing the new club president, Xavier Arderiu (Lic&MBA 01). As the new president, Xavier Arderiu’s goal is to boost the value of the marketing professional by creating spaces where mutual value can be gained and facilitating connections with the rest of the alumni community, with more training activities to strengthen both professionals and the network.
This year the guest speaker was Cecilia MoSze Tham, the founder and CEO of Futurity Systems, a company that was started with the mission of building better futures through the merger of science, design and business design models. From there, she works with companies and government agencies to address problems in the areas of food, the urban economy, racial and gender prejudices and other social needs.
With her presentation "How to build better futures in our fast-changing society?," Cecilia took the audience to new horizons where business strategy, the rigor of science and technology, the imagination of design and the ingenuity of engineering can work together to provide new looks and perspectives. After all, technology enables us to test out what we want in the future. To drive home her point, she presented different projects that are already rewriting the future, like Plantiver.se, a proposal to give plants autonomy and a voice of their own via technology, and Electronic Popsicle, which allows flavors to be stimulated via direct tongue stimulation.
At the end of the dinner, Mauro Ribó (Lic&MBA 94), a member of the Esade Alumni Marketing Club, revealed the term that all professionals should use repeatedly, the fashionable word, the “marketing buzzword.” A buzzword is a word or phrase used frequently in the industry or sector. “The future is our main concern. And the best way to predict it is to create it, as Cecilia said. Therefore, the Marketing Award of 2023 goes to FLASH FORWARD,” Mauro Ribó said.
As he explained, flash forward is a trend that is already in the air, taking its name from the narrative technique that plays with time and consists of taking a leap forward in time and later return back to the present. Therefore, it means anticipating what is going to happen. “We are going from being a linear society to having marketing leaders at Esade who are able to decide where we are going. We are heading to the future we are imagining.”
Laura Alemany (EMBA 24), Process development and technologies manager at Grifols
“Marketing night flashforward: networking, dinner and new opportunities”
Adrian Carles Gallego (Lic&MBA 02/ VMBA 18), Director of Shad
“The 2023 fast forwarding night in marketing. Insightful, dynamic, interesting. That was Marketing Night to me”
Panaita García (Lic&MBA 95), Directora of Marketing at Dentaid and member of the 
Marketing Club Board
“It’s now an iconic event within the Esade Alumni calendar that combines inspiring talks with powerful connections among professionals”
Daniel Reyes (Lic&MBA 94), Director of Innovation and Research at CCMA
“Inspiration, a passion for marketing and great conversations on an unforgettable evening”
Cristina Tomàs (PDM 09) Marketing Lead Violife South West Europe Cluster in Upfield
“Marketing Night is a must on the annual calendar of marketing professionals in Barcelona”
