Following the success of previous editions, the Regulatory Council of the D.O. Navarra is organizing again #WineCom, the International Communication and Wine Congress, in collaboration with the Faculty of Communication of the University of Navarra. This 2024 edition will feature a panel of distinguished speakers and key figures in the communication and wine sector.
Under the slogan "Wine, an inexhaustible source of communication," the day will be divided into these four thematic content areas with the following speakers:
The communication strategy:
– Ricardo Hernández, Global Communications Director at Diageo.
With more than 200 brands sold in over 180 countries, Diageo is a benchmark in creating successful international brands, leading the premium spirits segment with brands like Johnnie Walker, Guinness, Tanqueray, Baileys, Smirnoff, Captain Morgan, Crown Royal, and Don Julio, among others.
– Enrique Guerrero Pérez, Associate Professor at the Faculty of Communication of the University of Navarra, specializing in Entertainment & Media Management.
Guerrero holds a Ph.D. in Audiovisual Communication from the University of Navarra and specialized in Entertainment and Media Management from the University of California, Los Angeles (UCLA). His research focuses on the audiovisual entertainment industry and market, as well as its connections with new technologies.
The audiovisual content revolution:
– Andrés González-Cuevas Pastor, CEO and Founder, La Cueva Estudio.
After almost a decade of successful work, Cueva Estudio is positioned as an audiovisual production company (video and photography) specializing in the wine sector. At the forefront of audiovisual, Cueva Estudio signs the audiovisual productions for the most relevant brands in the sector.
– Marta Clot Garrell, Content Creator and Sommelier.
In 2021, she ventured into social media with a lighthearted approach to making the world of wine more accessible. Today, "La Clot" is one of the most successful and influential profiles on mass channels like Instagram, with thousands of followers.
The new era of advertising
Vanessa Sanmartín, Account Director, M&C Saatchi Group
Licensed in Journalism with a specialization in Consumer Psychology and 13 years of professional experience in Marketing and Advertising. But if anything defines her career, it's her passion for the world of wine. It was that love that led Vanessa Sanmartín to study wine marketing and sommelier studies in Argentina, thanks to which she worked for years as a Brand Manager in the fast-moving consumer goods and wine industries. She currently works as an Account Director at MC & Saatchi Group, one of the largest international reference advertising agency groups.
-Jorge del Río, Professor at the University of Navarra, specializing in Advertising Creativity and Branding
Since earning his doctorate in 2002, his scientific research and teaching have been linked to advertising creativity and branding. He is the author of the book Creative Management of the Advertising Agency. He teaches courses on creative thinking and advertising in the Master's in Political and Corporate Communication (University of Navarra) and the Master's in Advertising Strategy and Creativity (Ramón Llull University), as well as Design Thinking workshops in the Global Program in Innovation Entrepreneurship (GPIE) at Innovation Factory.
FOCUS ON THE CONSUMER EXPERIENCE AND THE CONSUMER
– BEATRIZ MACHADO, Niepoort Marketing & Tourism Director (Portugal)
A seasoned wine professional with a long career, highly focused on innovation and the creation of new experiences. Throughout her professional journey, she has faced constant challenges and successfully led various projects, earning recognition from colleagues, educational institutions, and media outlets, both in Portugal and abroad. Her education and knowledge of the wine world, combined with strong communication and creative skills, have allowed her to develop her innovative side and work in different areas: creating and directing several wine programs; driving sales; training staff; creating and directing over 350 wine events; participating in different business development projects; managing over 100 wine associations; developing and implementing innovative sales and marketing strategies, creating value and boosting the increase of wine consumers.
– RICARDO MORENO RODRIGUEZ, Founder and Director TSMGO
Ricardo Moreno is a curious nonconformist who is constantly exploring new knowledge, an avid reader of diverse subjects, sleeps little, and wakes up early, perhaps because, as he says: "Spend my nights dreaming of changing the world." After a relevant career in various positions: marketing director, commercial manager, general director in sectors as diverse and competitive as food, beverages, health, and industrial. In 2009, he decided it was time to put all his knowledge to the other side, helping companies find their purpose with greater business impact.
In this way, the January 19, Pamplona will once again host this landmark congress. The media-savvy wine critic, Santi Rivaswill be in charge of kicking off the day and Pedro Blanco, leading journalist in Cadena SER will host the event.
Advance tickets on sale at a discount for wineries and winemakers of the D.O. Navarra; and students and alumni of the University of Navarra!
Attendance at #WineCom 2024 It is available in person and online, and there are different types of tickets available on the website. www.winecom.org.
The organization of #WineCom This is possible thanks to the collaboration of the Government of Navarre through the European Agricultural Fund for Rural Development.
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