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Storytelling in the Consumer Centric Marketing era


June 08 OF 2017 from 09:00 AM to 10:30 AM

The ESADE Alumni Community of Valencia Club is pleased to invite you to this talk entitled ''Storytelling in the Consumer Centric Marketing era'', by Xavi Urbano, business development & innovation director at MediaCom and Ruben Buenvaron, chief strategy officer at Mediacom.

In today’s new environment where consumers are constantly online and generating data about their behaviour, it is essential to use this information to make contact with them by means of relevant contents tailored to users’ interests. There are many ways of contacting consumers through their customer journey and designing customized storytelling in tune with their context.

To keep pace with the ''on demand'' attitude of today’s consumers, it is important to develop communication systems that are ''always on''; systems that are aware of these connections and interactions and able to respond to any communication opportunity in any channels. Dealing with channels on an individual basis will generate efficiencies and limited returns which are never comparable to what can be achieved by a plan that links up all the different media.



Xavi Urbano

Degree in advertising and PR (University of Barcelona). Master in strategy and creativity (Blanquerna). Currently business development & innovation director at MediaCom. Track record of more than 10 years in strategy and digital planning, including clients such as Audi, Mahou-San Miguel, MediaMarkt, Ray-Ban and Nestlé. Passionate about new disruptive business models, digital media and technology in general and enjoys seeking out new relevant and effective ways of connecting brands and consumers.



Ruben Buenvaron

Currently chief strategy officer at Mediacom, one of Spain’s leading media agencies. More than 14 years’ experience in marketing and digital advertising. Specialized in strategy and digital media. Has worked with advertisers including Danone, VW Group, Nissan, Honda, Sony and Riu Hoteles.
Partner in an investment fund providing investment and advice for digital start-ups.
Great fan of the digital world and new technologies.



See you there!

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