During the ‘The Future of Advertising’ congress held in Madrid, many of the renowned professionals and companies from the world of marketing and advertising met and discussed some of the keys to the present and future of the sector.

Among the participants and speakers who participated in the event, the presence of  Hugo Olivera , Digital Executive Creative Director of McCann Erickson; Oscar Fernández , Managing Director MMA Spain; Gaby Castellanos , CEO of Mr.Burns; Mónica Deza , Vice President of Innovation of McCann Worldgroup and Counselor of the APD; Juan Varela , Director of Mediathink Consultores, SL; Sixto Arias , Co-founder and CEO of Mobext; Tom Varsavsky , Teenager who does not conceive of life without computers, mobile phones and the internet; Eduardo Madinaveitia , Technical General Director of Zenith Media, Publicis media agency;Javier G. Recuenco , Professor of the Institute of ICEMD and ESIC in Personotecnia y Estrategias Avanzados de Fidelización or Félix Muñoz , director of integrated communication of Coca-Cola among others.

Many have been the issues addressed, and undoubtedly the pearls that have left the professionals has given to meditate and take note about what is currently happening in the sector.

Félix Muñoz , director of integrated communication at Coca-Cola, talked about the new role of agencies and advertisers, and how “they have acted up to now, worrying more about profit and loss accounts than about their own clients”.

Muñoz also highlighted the current advertising saturation suffered by the media where “increasingly there is greater fragmentation, less efficiency and where migration to the digital environment is being questioned.”

As for the new technological revolution and the proliferation of social media, Muñoz believes that despite the fact that society is ready for it, “the sector, many companies and professionals are not yet”.

Looking ahead, Felix Muñoz highlighted some keys for future advertisers, and among them, recover the global vision and try and innovate without fear of being wrong.

Javier Recuenco , Professor of the Institute of ICEMD and the ESIC in Personotecnia y Estrategias Avanzadas de Loyalty, said that “the future of advertising goes through less advertising but more relevant and less intrusive, involving the user experience.”

Recuenco, put special emphasis on the need for personality, the message and advertising actions. A “unique advertising” where even products must be personalized.

Another intervention was delivered by Miguel del Fresno , Director QUOR 2.0 and Professor Dr. in UNED, UCJC and IED., Who highlighted the current power that social networks provide, how to treat clients and the importance of Online reputation for business and companies.

The new scenario that the Internet means has changed the paradigm and the way advertisers deplanize their strategies. “Now it is important to observe, analyze, understand and act and, above all, monitor all that is spoken about brands on the network” and properly manage online reputation and relations with users, without ever forgetting the importance of the offline world.

Gaby Castellanos , was the one who addressed in a more profound and direct way the importance of social networks within the new mix of media and marketing strategies. In this sense, Castellanos highlighted the importance for brands and advertisers to create relationships, links and conversations with consumers, in a much closer, “connecting, listening and creating loyal consumers”, taking advantage of social networks .

Through these means, companies and advertisers can know everything they want from consumers.

Tom Varsavsky , Adolescent who does not conceive of life without computers, mobile phones and the Internet, explained his particular point of view regarding the future of advertising and the new profile of young consumers

For Varsavsky “the consumption of the youngest has changed, maybe we buy less, but they are purchases of greater value”.

Advertising for this type of audience is difficult to direct. In this sense, Varsavsky noted that “traditional banners are a nuisance and a nuisance, and most are not made for this type of user.” This is where social networks come into play that, unlike television, allow us to segment and direct advertising in a more personalized way.

Modesto Fraguas , Manager of Operational Marketing of CORREOS, highlighted the new trends through which, “brands are giving control to consumers” and where advertising is not the only resource to build a brand.