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 challenge posed by the fragmentation caused by the constant change in media consumption, or the importance of relativizing when day-to-day problems and challenges arise.

Globality and flexibility

Marketing professionals who work in the Banking sector face the challenge of building loyalty among young people from Generation Z and Generation Alpha as clients. Although this is a challenge, practically, for any sector. Capturing them as customers seems impossible. Their sentiment toward some brands approaches inconsequential. And if there is no differentiation in the products, they are unfaithful. Hence, working on the brand is essential, but not only for this target, but also for all segments within the category.

Victoria Yasinetskaya, Marketing Director at Santander Global Cards, assures that at her bank the Management Committee understands the value of her department and what marketing brings to the company: “We are very fortunate to be a global company, so the brand is something that we work on daily, in communication, in customer service and in how the customer perceives us.”

For his part, Luis Franqueira, Marketing Director at B100, defined as one of the main challenges of the sector currently the fact of finding “adequate support for the public we need to reach”due to the fragmentation caused by the constant change in media and entertainment consumption. “We are in a moment of continuous crisis for which we must have a lot of flexibility and desire to learn”

Regarding the challenge of competition, Violeta Olagüe, Commercial Director at Openbank, recognizes that seeing how other banks do “the different things” It is a source of motivation to improve. “Innovation inspires, and as a brand it gives you strength” to continue improving every day.

Relativize and disconnect

Given the speed at which the world moves today, and the consequent feeling of lack of time that this pace generates among professionals, Paloma Casillas, Director of Communication at Revolut, explains that for her the key is to put it into perspective: “I made a sticker for my laptop that says “You don’t operate with an open heart.” We do important things, but we have to put things into perspective.”

Constanza Méndez, Business Director of Payment and Consumer Methods at Abanca, mentions, for her part, the method “charge, disconnect and connect” as something that works to combat the current pace. One of the presentations at the meeting dealt with this, in which the film soundtrack composer Alfonso Aguilar pointed out this technique as the best ally of creativity. Coincidentally, Constanza Méndez also refers to music as that refuge in which to achieve disconnection.

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.