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 told us what challenges they are focusing their efforts on or how they combat the speed of today’s world and manage the constant feeling of lack of time.
Market saturation as the great challenge
The plummet in consumer confidence or high competition and market saturation are the two great challenges that Alejandro Hermo, CEO of Goiko, currently identifies in his sector. “It is challenging to constantly reinvent and reposition yourself”he confessed to us during the interview.
Although competition is something that “It ends up making you better”As Hermo recognizes, this is a common challenge in many companies. Such is the case of Miravia, which sees the need for differentiation as the greatest challenge today. Its CEO, Yann Fontaine, told us that the activity around e-commerce forces us to “define added value for customers, be competitive and be different.”
How to combat the speed of today’s world
In a context marked by the constant feeling of lack of time, professionals in the corporate environment have to combat speed in their daily lives, without ceasing to be productive but carefully weighing the rhythms and making that vital differentiation between what is urgent and what is important. In this sense, Eduardo Prieto, General Director of Visa in Spain, explained to us that “You have to know when the problems are temporary or structural. Analyze it and, above all, see if your point of view agrees with the rest.” Thus, gathering all the information, breathing and putting distance are key for the manager when it comes to making better decisions without getting carried away by excess speed.
Miriam Soriano, Head of Digital Marketing at Dia, agrees in this regard, who acknowledged that “Have breaks and check points with the team and management” It is vital for him not to be “in a constant wheel.”
Train creativity and find inspiration
Another of the issues that arose before the microphone, in line with the speed that the current context sets for us, is the need to stop and disconnect to allow the mind to assimilate ideas or inspiration and thus be able to be more creative at work. Sabine Seipler, Marketing Director at BP, confessed to us that she defines herself as a creative person, but oversaturation can block that quality in a professional environment.
In fact, meetings like Visa Marketing Now say that they allow you to approach another perspective and enjoy your work more. “I recommend people come to events like this. It inspires me a lot to connect with other people who have similar problems, but approach them in a different way.”
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.
