March 7, 2024, 11:00am-12:00pm
CITI-IMMAA Seminar: Xavier Oliver, Former President of Tiempo BBDO Advertising Agency and Professor fo the IESE Business School
"The Paradox of the Content Consumer"
Organized by Mercedes Medina, University of Navarra
The digital market for video is still relatively new, but it is already changing the way people behave. For example, some may wonder why they feel tired and angry after watching a movie that is longer than an hour and a half, yet they are willing to watch an entire season of a TV series in just three days. With so much content available, people can feel overwhelmed by the choices and respond in the same way they do when faced with too many options in other areas of life.
To overcome this, brands need to be innovative and find new ways to appeal to potential customers. This may involve identifying niche markets and using techniques that have been successful in other industries. For example, branding can be a powerful tool in capturing viewers' attention.
In this webinar, we will explore strategies for breaking through the "boredom barrier" and creating engaging content that resonates with audiences. By learning from other sectors and understanding how to effectively brand content, we can identify ways to connect with viewers in meaningful ways.
Xavier Oliver is professor at IESE Business School, at the ISEM Fashion Business School, and in the Faculties of Communication and Economics at the University of Navarra.
He has been Chairman and CEO of BBDO Spain, a holding company of advertising and communications agencies with 1,200 employees and 13 commercial companies. BBDO, headquartered in New York, is one of the world’s largest advertising networks. He has been a member of the board of directors of BBDO Worldwide and BBDO Europe for 24 years. He created and for a number of years managed BBDO University, a corporate university with four campuses worldwide. After 32 years of service, he left BBDO to devote himself to teaching and his winery and consultancy.
Prof. Oliver has written and contributed to books published by the United Nations and IESE Business School, such as (1997) and Ethics in Marketing and Publicity (1998). His latest three books are: "Publicidad: no thank you!", "Atrapados por el consumo" (Trapped by Consumption) and "Marcas que sueñan. Solo las empresas que sueñan sobresalen" (Brands that dream. Only companies that dream stand out). At IESE, he has developed various cases in the areas of marketing and strategic branding.