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 how to maintain relevance or purpose in the face of the rise of ephemerality and the pace at which innovation moves.
Opportunity and frequency
With all the innovation that surrounds platforms and social networks today, there are marketing professionals who recognize that they “It’s hard to be in trend” and find “the most appropriate campaign for each moment.” This is what Cristina Sampedro, Partnership Specialist at Universal Pictures, told us.
For his part, Francisco Vaquero, Director of Corporate Marketing at Atresmedia, explained to us that something that helps them maintain relevance and purpose – in a world that often seems to lack depth – is the fact of being close to people. “We connect with more than 20 million people every day, which is something that not all brands can say”. In your case, the frequency is easy to get because they have “a continuous language with the spectators. It is a permanent dialogue that never goes out.” Although Atresmedia also suffers from the problems of many advertisers: immediacy, the power of the ephemeral and “let’s all go for the shortest and most impactful messages.”
Capabilities and use cases for artificial intelligence
Artificial Intelligence is the most recurring topic of conversation these months in the Marketing business context. Eduardo Barrón, Global Director of Partnerships at eDreams, referred to it by mentioning that his company has been tasked with finding “the biggest use cases of AI within each area”since your company is a leader in the Travel sector in relation to this technology.
João Seabra, Marketing Director at Visa Spain and Portugal, also took the opportunity to comment on something related to artificial intelligence during the interview: “I want to develop my capabilities in this area, be more efficient in my work and do more and better through technology.”
Competition and communication
Identifying and pointing out inspiring or exemplary aspects of competitors is an exercise of high professionalism, and this was demonstrated by those interviewed by reason.Why at Visa Marketing Now.
For example, Sara Vega, Marketing Director at FNAC, did not hesitate to mention the deal “you to you, very close, with authors and with the public” that characterizes small bookstores. A “mime” with which they deal with the culture that, from their company, they assure that they try to replicate.
For his part, Abelardo Martínez, Head of B2C Growth at Iberia Cards, told us that they will soon face an important strategic and product positioning change, so the key will be “communicate well what we want to do.” Visibility, in an increasingly competitive market, challenges companies to pursue their maximum.
Visa marketing Now 2025 It 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.
