09/01/2025
The IE Business School Marketing Summit—back and better than ever.
Want all the secrets to expert marketing? Digital giants gathered on the 21st November 2024 as part of IE Business School’s Marketing Summit. The blockbuster event returned last November after a hugely successful launch. Open to the public and students, we delved into expert market solutions, the capabilities of new technology and finished the talks with a high-profile networking session. Watch a complete livestream below and read on for summaries of these industry leaders’ fascinating insights.
Introducing the IE Business School Marketing Summit 2024
The Marketing Summit 2024 kicked off with an introduction from IE Business School Dean, Lee Newman. Lee spoke of the range of programs in branding, marketing, sales, and corporate communications that have established IE Business School as a world leader in higher education. With an unrivalled portfolio in areas like digital marketing, creative direction and customer insights, IE Business School attracts a global network of students every year. Events like the Marketing Summit are key players in fostering that ecosystem.
Carla Szemzo Valdirio, Vice Dean for Marketing and Talent Programs, highlighted the school’s relationship with the Marketing Association of Spain in obtaining industry expertise. Carla then introduced Enrique Arribas, the organization’s president, who subsequently advocated for marketing’s role in driving business growth and the necessity of investing in its future.
The open event pulled a full house at our tower in Madrid.
Marketing advice from Santander executive
Hector Saracho, Executive Director and Head of Strategy at Interbrand, and Nathalie Picquot, Director of Corporate Marketing, Brand Experience and Digital Engagement at Banco Santander, took to the stage to discuss how brand strategy has evolved over the past 25 years. Nathalie highlighted the shift from traditional ads to data-driven campaigns. Leveraging AI tools was also touched on by Hector, while Nathalie explained a “listen, learn and live” approach to business.
Partnerships with Coca-Cola, Sony Music, P&G and more
Maria Valenzuela, IE Professor and former GM at Movistar and SVP at Iberia Sony Pictures, presented an all-star panel including Rocío Almodóvar, Director of Consumer and Shopper Connections Europe at Coca-Cola, Domingo Olivo de Miguel, CMO at Sony Music, Rafael Fernández de Alarcón, Head of Media, Sponsorships and Brand at Telefónica, Ainhara Viñarás, Managing Director of Shiseido Prestige Division and Sara Chemouli, CMO of P&G Spain.
Discussions centered around the challenge of staying authentic in an AI-dominated marketing world. They also shared game-changing strategies, like Sony’s emotional artist branding and Coca-Cola’s value-driven partnerships. P&G also wowed with their hyper-personalized, user-generated coupon campaigns.
The panel agreed that agility, innovation and a healthy dose of AI with human creativity are the keys to staying relevant.
Market expansion with Ikea commercials through the ages
Gabriel Ladaria, CMO at IKEA Spain, took us on a journey through IKEA’s brand evolution. Starting as two stores to becoming a household name, Gabriel highlighted how IKEA has developed brand long-term whils adapting to cultural shifts. Bold messaging with emotional campaigns were their fuel. That, and persistence in knowing their core identity.
Studying expert marketing on digital platforms at IE Business School
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