#SomosEventos, a conference of inspiration and knowledge for professionals of the sector

Yesterday, the tCd team enjoyed a conference of inspiration and knowledge during the 3rd edition of AEVEA & CO, great global meeting of Associated Spanish Event Agencies, under the motto #SomosEventos.

This event was divided into 4 blocks: the use of Big Data, future generations, entrepreneurship in the sector and management of public spaces. These are relevant issues which professionals of the sector need to put special emphasis on, in order to keep evolving.

"The human needs to communicate and we must use all the tools available to us. The companies must make their brand tangible" , Paco Cantero, President of AEVEA, at the opening of yesterday's event.

"The human needs to communicate and we must use all the tools available to us. The companies must make their brand tangible", Paco Cantero, President of AEVEA, at the opening of yesterday's event.

Inma Shara, one of the best orchestra directors in the world, was the first to take the stage to talk about "how to lead teams; applications and synergies that Music can bring to other fields". 
Her presentation involved all attendees with the work philosophy of this orchestra director, putting value on talent management to achieve success: "The greatest strength is in human capital", she said. "The attitude is the result of efforts. Passion and looking into the eyes brings out the best in each person within the teams".

"Event planners have the opportunity to do magic" , Inma Shara.

"Event planners have the opportunity to do magic", Inma Shara.

Fernando Rivarés, Spokesperson of the Government of Zaragoza City Council invited us to look at the city as a MICE destination, highlighting that Zaragoza's value proposal, #ThinkZaragoza, is based on collaborative work to achieve the common goal.

His speech was followed by a panel discussion with senior municipal officials who debated about "events in public spaces, an opportunity for cities or a nuisance?", emphasizing the guarantees that their cities must offer to achieve success in managing MICE.

Carlos Isabel Martín, Digital Business Development of Orange, led the presentation on "Big Data of mobility for the measurement of impacts in events". The client is demanding. Big Data allows us to better understand your needs to satisfy them. This presentation highlighted the importance of putting the focus on people to obtain positive results, meaning creating Customer Centric events.

And if there is data, you have to have tools for their measurement. Gonzalo Cebrián, founder and CEO of Le Guide Noir, presented us this tool under the title "Earned Media and Owned Media, measurement and promotion of the real value of events".

"An event is like a person, there are no 2 equals".

The next turn was for Idoia de Paz, Director of Consulting, Digital Transformation, Employee Experience, Talent and Culture of Deloitte, who discovered the generation of Millennians, their motivations in the professional environment as well as with whom do they coexist, within the organizations.

Customer Experience was also discussed yesterday. The event is the communication channel that generates value and a change in behaviour amongst attendees. Cristina Saura, Brand Manager of The Coca-Cola Company, presented the case of Royal Bliss: How to activate the brand through an event? "The consumer does not want you to tell him what your brand is like, he wants to experience it", she said.

Olga San Jacinto

Olga San Jacinto

Every day is a challenge, the key: to innovate.

This day of learning and knowledge ended with the presentation of Olga San Jacinto, director of Google America, regarding one of the most important issues to keep evolving: Entrepreneurship. "Today I can be an expert in something but if I do not continue to learn, tomorrow I will no longer be it", she said.

And that's what Ángeles Moreno surely thought when she founded the Creative dots, her 4th professional project. Yesterday, the Creative dots received the AEVEA & CO Entrepreneurship Award. And we will tell you all the details of this exciting day for the tCd team in our next post: A milestone more on the path towards Excellence.