More than 200 professionals from the Spanish marketing industry shared learnings and conversations at Visa Marketing Now 2025, a meeting promoted by Visa and designed together with reason.Why that focused on the need to better understand the present to anticipate the challenges of the future. With the importance of the company as the common thread, the event was attended by professional decision-makers from large companies in sectors such as banking and finance, retail and mass consumption.

The Royal Tapestry Factory of Madrid was the setting for an event that combined knowledge presentations with relaxed networking in the evening. moment in which reason.Why He took the opportunity to make some statements to several of the guests in a relaxed tone. Among other things, they talked to us about the value given to marketing by the senior management of their companies or how they can face the challenge of maintaining relevance in a context saturated with content.

Is the value of marketing understood from senior management?

“They not only understand it, but they push it”. This is how bluntly Rosa María Méndez, Brand Manager at Worten Spain, responded to the question of whether the senior management of her company values ​​marketing as a lever and business driver.

A point agreed upon by Javier Perales, Senior Manager Brand & Sponsorship at Visa Spain and Portugal, who assured us that Eduardo Prieto, its General Director, “He is quite close to marketing, he is interested in what we do and respects our criteria.”

Stay relevant in a sea of ​​content

The challenge of maintaining relevance in the face of excess content was another of the issues that arose in the conversation with the interviewees. Joao Ramires, Branded Content Sales Lead at DAZN, recalled that everyone “we compete for people’s time”so the fact of being relevant is what will allow us “have a better connection with customers in the face of the sea of ​​content that exists.”

For her part, Alba Horcajuelo, Talent Manager at DUX Gaming, also referred to this same context, although focused on the prism of the creation of this content: “The biggest challenge is overexposure, because there are more creators every day.” Thus, she herself, as a content creator, referred to the bubble that has been generated, giving rise to excess advertising by brands, which can impact the credibility of the creators.

From a different sector, but equally affected by the challenge of relevance, Gema Ventosa, Brand Director at ING, added her contribution regarding banking: “The brand is very important to reach customers, especially young people, who see us differently.”

And from Uber, Gianluca Benincasa, its Head of Marketing for southern Europe, referred to artificial intelligence as that pending subject that still needs to be understood, because “it speeds up the processes a lot, but we are still not very clear about what is going to speed up, what is going to slow down and what is the role of creativity” in all this.

Visa marketing Now 2025 was a unique and exclusive meeting for the Spanish marketing industry. From reason.Why We are preparing special and dedicated coverage to convey to you the main ideas and conclusions of everything discussed during the presentations, as well as the interviews with the attendees. You will be able to enjoy the different articles over the next few days.