{"id":36054,"date":"2025-01-09T12:00:00","date_gmt":"2025-01-09T11:00:00","guid":{"rendered":"https:\/\/www.ie.edu\/uncover-ie\/?p=36054"},"modified":"2026-03-24T12:16:24","modified_gmt":"2026-03-24T11:16:24","slug":"expert-marketing-digital","status":"publish","type":"post","link":"https:\/\/www.ie.edu\/uncover-ie\/expert-marketing-digital\/","title":{"rendered":"Expert marketing: Digital giants gather for the future"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">min read<\/span><\/span>\n<p>Want all the secrets to expert marketing? Digital giants gathered on the 21st November 2024 as part of <a href=\"https:\/\/www.ie.edu\/business-school\/\" target=\"_blank\" rel=\"noreferrer noopener\">IE Business School&#8217;s<\/a> 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&#8217; fascinating insights.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"IE Marketing Summit 2024\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/XtIpGtlej5k?start=2369&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-introducing-the-ie-business-school-marketing-summit-2024\">Introducing the IE Business School Marketing Summit 2024<\/h2>\n\n\n\n<p>The Marketing Summit 2024 kicked off with an introduction from <a href=\"https:\/\/www.ie.edu\/business-school\/\" target=\"_blank\" rel=\"noreferrer noopener\">IE Business School<\/a> Dean, <a href=\"https:\/\/www.ie.edu\/university\/about\/faculty\/lee-newman\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lee Newman<\/a>. 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.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ie.edu\/university\/about\/faculty\/carla-szemzo\/\" target=\"_blank\" rel=\"noreferrer noopener\">Carla Szemzo Valdirio<\/a>, Vice Dean for Marketing and Talent Programs, highlighted the school&#8217;s relationship with the Marketing Association of Spain in&nbsp;obtaining industry expertise. Carla then introduced <a href=\"https:\/\/www.linkedin.com\/in\/enriquearribas\/?locale=en_US\" target=\"_blank\" rel=\"noreferrer noopener\">Enrique Arribas<\/a>, the organization&#8217;s president, who subsequently advocated for marketing&#8217;s role in driving business growth and the necessity of investing in its future.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\" id=\"h-the-open-event-pulled-a-full-house-at-our-tower-in-madrid\">The open event pulled a full house at our tower in Madrid.<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-1024x683.jpg\" alt=\"Expert marketing digital\" class=\"wp-image-36162\" srcset=\"https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-1024x683.jpg 1024w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-300x200.jpg 300w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-150x100.jpg 150w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-768x512.jpg 768w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-1170x780.jpg 1170w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-585x390.jpg 585w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-263x175.jpg 263w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-advice-from-digital-marketing-industry-leaders-at-santander-and-interbrand\">Advice from digital marketing industry leaders at Santander and Interbrand<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/hectorsaracho\/?original_referer=https%3A%2F%2Fwww%2Egoogle%2Ecom%2F&amp;originalSubdomain=es\" target=\"_blank\" rel=\"noreferrer noopener\">Hector Saracho<\/a>, Executive Director and Head of Strategy at Interbrand, and <a href=\"https:\/\/www.linkedin.com\/in\/nathalie-picquot-03472\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nathalie Picquot<\/a>, 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 &#8220;listen, learn and live&#8221; approach to business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-partnerships-with-coca-cola-sony-music-p-amp-g-and-more\">Partnerships with Coca-Cola, Sony Music, P&amp;G and more<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/valenzuelamaria?original_referer=https%3A%2F%2Fwww%2Egoogle%2Ecom%2F&amp;originalSubdomain=es\" target=\"_blank\" rel=\"noreferrer noopener\">Maria Valenzuela<\/a>, IE Professor and former GM at Movistar and SVP at Iberia Sony Pictures, presented an all-star panel including <a href=\"https:\/\/www.linkedin.com\/in\/rocio-almodovar-boal-252ba918\/?originalSubdomain=es\">Roc\u00edo Almod\u00f3var<\/a>, Director of Consumer and Shopper Connections Europe at Coca-Cola, <a href=\"https:\/\/www.linkedin.com\/in\/domingoolivo\/?original_referer=https%3A%2F%2Fwww%2Egoogle%2Ecom%2F&amp;originalSubdomain=es\" target=\"_blank\" rel=\"noreferrer noopener\">Domingo Olivo de Miguel<\/a>, CMO at Sony Music, <a href=\"https:\/\/www.linkedin.com\/in\/rafael-fern%C3%A1ndez-de-alarc%C3%B3n-a320011\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rafael Fern\u00e1ndez de Alarc\u00f3n<\/a>, Head of Media, Sponsorships and Brand at Telef\u00f3nica, <a href=\"https:\/\/www.linkedin.com\/posts\/ainhara-vi%C3%B1ar%C3%A1s-b3302212_ceo-talks-176-ainhara-vi%C3%B1aras-directora-activity-7163212000083275776-jFUJ\/?originalSubdomain=es\" target=\"_blank\" rel=\"noreferrer noopener\">Ainhara Vi\u00f1ar\u00e1s<\/a>, Managing Director of Shiseido Prestige Division and <a href=\"https:\/\/www.linkedin.com\/in\/sarah-chemouli-9aa96b15\/?originalSubdomain=es\" target=\"_blank\" rel=\"noreferrer noopener\">Sara Chemouli<\/a>, CMO of P&amp;G Spain.<\/p>\n\n\n\n<p>Discussions centered around the challenge of staying authentic in an AI-dominated marketing world. They also shared game-changing strategies, like Sony\u2019s emotional artist branding and Coca-Cola\u2019s value-driven partnerships. P&amp;G also wowed with their hyper-personalized, user-generated coupon campaigns.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\" id=\"h-the-panel-agreed-that-agility-innovation-and-a-healthy-dose-of-ai-with-human-creativity-are-the-keys-to-staying-relevant\">The panel agreed that agility, innovation and a healthy dose of AI with human creativity are the keys to staying relevant.<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-digital-1024x683.jpg\" alt=\"Expert marketing digital\" class=\"wp-image-36161\" srcset=\"https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-digital-1024x683.jpg 1024w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-digital-300x200.jpg 300w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-digital-150x100.jpg 150w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-digital-768x512.jpg 768w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-digital-1170x780.jpg 1170w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-digital-585x390.jpg 585w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-digital-263x175.jpg 263w, https:\/\/www.ie.edu\/uncover-ie\/wp-content\/uploads\/2025\/01\/expert-marketing-digital.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-market-expansion-with-ikea-commercials-through-the-ages\">Market expansion with Ikea commercials through the ages<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/gabrielladaria\/?originalSubdomain=es\" target=\"_blank\" rel=\"noreferrer noopener\">Gabriel Ladaria<\/a>, CMO at IKEA Spain, took us on a journey through IKEA&#8217;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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-studying-expert-marketing-on-digital-platforms-at-ie-business-school\">Studying expert marketing on digital platforms at IE Business School<\/h2>\n\n\n\n<p>Do you want to be part of our project at <a href=\"https:\/\/www.ie.edu\/business-school\/the-stage\/\" target=\"_blank\" rel=\"noreferrer noopener\">IE Business School<\/a>? Follow the link below and read about how our groundbreaking programs are leading change in marketing, communications and sales.<\/p>\n\n\n\n<div class=\"wp-block-columns banner h-banner banner-b is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading banner-title\" id=\"h-join-us-to-learn-more-about-expert-marketing-in-digital-formats\">Join us to learn more about expert marketing in digital formats<\/h3>\n\n\n\n<p class=\"banner-content\">Rub shoulders with the biggest names in industry when you study at IE Business School.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button banner-btn\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.ie.edu\/masters\/programs-in-marketing-communication-sales\/\" target=\"_blank\" rel=\"noreferrer noopener\">Learn More<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>IE Business School&#8217;s blockbuster Marketing Summit returned after a hugely successful launch.<\/p>\n","protected":false},"author":56,"featured_media":36550,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"default","_twitter_share_type":"default","_linkedin_share_type":"default","_pinterest_share_type":"default","_linkedin_share_type_page":"","_instagram_share_type":"default","_medium_share_type":"default","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[1076,389],"tags":[451,956,483,474],"class_list":["post-36054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-extracurricular","category-student-life-experience","tag-business-school","tag-marketing-communication-and-sales","tag-masters","tag-women"],"acf":[],"yoast_head":"<!-- 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