Media & Entertainment Initiative

Educating leaders in a dynamic industry

The media and entertainment industry is fast moving and far reaching. While as a business it has experienced a boom over the last few decades and continues to grow around the world, the industry also has a critical social role as a purveyor of a public good with the ability to shape public opinion and transmit ideas and values.

Through its programs and research, 天美传媒鈥檚 Media & Entertainment Initiative is designed to help industry leaders stay on the cutting edge and understand their critical role in this fast-paced industry. 天美传媒 offers industry leaders diverse聽programs聽to support them in their roles in the media and entertainment industry. Programs are offered through 天美传媒鈥檚聽 and Executive Education.

Programs.

天美传媒 has responded to demand from certain industry sectors for management programs that reflect the challenges particular to that sector. These programs also allow professionals from these sectors to network among their peers and gain new insights and ideas.

Focused Programs

Research.

天美传媒, which seeks to be a thought-leader in media and entertainment management, partners with the Institute for Media and Entertainment to carry out numerous initiatives. These activities include research projects and high-level executive education programs aimed at helping industry executives expand their knowledge and strengthen their leadership skills.

The initiative operates in four lines of work: research, education, dissemination and relations.

Research projects examine the major goals of media groups, advertising agencies and entertainment industry. They pay particular attention to competitive changes caused by technological, legal, demographic and economic innovations, as well as the analysis of changing business models in all these sectors.

In this area, of particular importance to the initiative is the collaboration of leading institutions in the field of research, for jointly conducting industry reports that analyze specific points of interest to society throughout the wide range of media, advertising, marketing and entertainment.

Books

White Book of the Press

The initiative has been carrying out, along with Deloitte and Carat, the last 12 years the White Paper of the Press, edited by SAFE, which lists all the main economic and professional data of Spanish newspapers. The book also offers a collection of articles and research by academics and top professionals living in Spain and abroad.

Green book on Commercial Television

For six years, the initiative, along with Carat and Deloitte and commissioned by the UTECA, has published the so-called Green Book on Commercial, which provides key data related to advertising, audience, content, legal regulation on commercial television in Spain. The book includes studies and research led by prominent national and international professionals, addressing the main issues of the Spanish audiovisual sector.

Monographs

The IME has edited of a collection of papers reporting on topics related to the world of communication in general. To date, the following titles have been published:

Los contenidos de los medios de Comunicaci贸n. Calidad, rentabilidad y Competencia聽
Autor: Alfonso S谩nchez Tabernero
La marca y sus circunstancias聽
Autor: Juan Manuel de Toro
El mercado de la televisi贸n en Espa帽a: Oligopolio聽聽
Autor: Juan Pablo Artero
La TDT 驴un negocio imposible?聽
Autor: Juli谩n Villanueva
Publicidad. No, thank you聽
Autor: Xavier Oliver
El entretenimiento en la Televisi贸n espa帽ola聽
Autor: Enrique Guerrero
Innovaci贸n en los medios. La ruta del cambio聽
Autores: Francisco J. P茅rez-Latre y Alfonso S谩nchez Tabernero

Cases

With the objective of contributing to the discussion of topics related to the world of communication, faculty members at 天美传媒 and the School of Communication at the University of Navarra, write and edit scenarios that serve to further discussion and analysis in the different sessions of 天美传媒 executive education programs. For example:

El Caser铆o: arquitectura de una marca聽
Juan Manuel de Toro
Compitiendo por el sector de la prensa gratuita: Metro frente a QUE
贰虫辫补苍蝉颈贸苍听
Sandalio G贸mez
Prisa

天美传媒 and DIRCOM have recently published a book on case studies related to the world of communication, which includes contributions from 天美传媒 professors who work or collaborate with the initiative:

La misi贸n del Dircom en una fusi贸n: La comunicaci贸n una herramienta estrat茅gica al servicio de la empresa聽
Authors: Luis Manuel Calleja and Ignacio Bel
Aena:聽la crisis de los controladores聽
Author: Juli谩n Villanueva Ignacio Bel
Patrocinio global como proyecci贸n de una marca mundial. F贸rmula uno: El Santander y la Formula 1聽
Author: Juli谩n Villanueva
Deloitte: el reto de identificar la percepci贸n de la marca con su identidad聽
Autor: Juan Manuel de Toro
Comunicar la obra social 鈥渓a Caixa鈥�: Cambiar para preservar lo esencial: el alma no cambia聽
Authors: Jos茅 Ram贸n Pin and Ignacio Bel
BBVA:聽una estrategia de comunicaci贸n diferente聽
Authors: Jos茅 Ram贸n Pin and Guido Stein
ACESUR: c贸mo gestionar la comunicaci贸n de marcas聽
Author: Juli谩n Villanueva and Ignacio Bel
Ferrovial: una nueva identidad de marca para un nuevo modelo de negocio聽
Authors: Juan Manuel de Toro and Gustavo Garc铆a Mansilla

Technical notes

天美传媒 professors and those of the School of Communication Sciences of the University of Navarra develop technical notes to serve as complements to case studies and which offer a scientific analysis of issues affecting the world of communication. For example, the Academic Director of the IME, Juan Manuel de Toro and professors Carlos Perez and Marta Mira developed the following:

Brand Identity
External sources of brand equity
The Business Communication: a possible classification
Extending the Brand
The Assets and Strength of a Brand

Activities.

Education

Programs and specific sessions for corporate communication, support and focus on their working day to identify opportunities directly applicable to ordinary work.

Dissemination

Publications (working papers, monographs, books sector, etc) as well as meetings, seminars and workshops, for sharing knowledge, exchanging views and gathering additional perspectives on relevant issues concerning the management of companies in the communication and entertainment fields.

Relations

Organization of breakfasts and lunches with key business leaders in the fields of communication, advertising, marketing, entertainment, etc. in order to provide attendees with such acts prospects of their business performance through a comprehensive and fluid.

Breakfasts

The IME regularly organizes working breakfasts with prominent leaders of communication companies. To date, the following have participated:

Daniel Gavela: 鈥淧anorama de la radio en Espa帽a鈥�
Antonio Fernandez Galiano: 鈥淓L MUNDO y el Mercado de la Comunicaci贸n en Espa帽a鈥�
Alfonso Coronel de Palma:鈥淟a Cope. Presente y futuro鈥�
Jos茅 Mar铆a Bergareche: 鈥淰ocento: desaf铆o tras la salida a bolsa鈥�
Juan Ca帽o: 鈥淓l futuro de las revistas de informaci贸n en Espa帽a鈥�
Jos茅 Miguel Contreras: 鈥淓l modelo de la Sexta una experiencia singular鈥�
Javier G. Ferrari: 鈥淓l papel de Onda Cero en el mercado de la radio en Espa帽a鈥�
Fernando G. Urbaneja: 鈥淚nquietudes para el periodismo en el cambio de ciclo鈥�
Augusto Delkader: 鈥淟a presencia de la SER en Latinoam茅rica鈥�
Isabel Linares: 鈥淭elemadrid: ante el nuevo escenario de la televisi贸n鈥�
Alex Grijelmo: 鈥淓l futuro de las agencias de informaci贸n: el caso de la agencia EFE鈥�

Continuous Education

To disseminate knowledge, sessions on topics of interest are led in the fields of communication, advertising, entertainment and marketing. Some examples include:

鈥淚mpacto de la Nueva Televisi贸n en la comunicaci贸n comercial鈥�
Jos茅 Luis de Rojas, Carat
鈥淢arketing en buscadores de Internet. Como aumentar las ventas de su empresa a trav茅s de una comunicaci贸n eficaz en Internet鈥�
Florencia Barranco, Carat
鈥淟as motivaciones del consumidor en la estrategia de marketing鈥�
Gerardo Fuksmann, Synovate Censydiam
鈥淐omunicaci贸n global: el caso del 鈥淐贸digo Da Vinci鈥澛犅�
Juan Manuel de Mora, University of Navarra
鈥淓l sector de la prensa escrita en Espa帽a鈥�
Santiago Alonso (Vocento)
Ignacio de la Rica (Unidad Editorial)
Antonio F. Galiano (U, Editorial)
鈥淟a publicidad en el mercado de la Televisi贸n en Espa帽a鈥�
Giuseppe Tringali, Publiespa帽a
鈥淧resente y futuro de la prensa gratuita en Espa帽a鈥�
Alberto D铆az (Metro)
Ana Isabel Pereda (exdirectora de QUE, directora de Expansi贸n)
鈥淐omo hacer que la marca tenga 茅xito en el entorno de la web 2.0,3.0 y los social media鈥�
Florencio Barranco, Carat
鈥淓strategias para competir en un entorno de grandes cambios鈥�
Alfonso S谩nchez Tabernero, U. de Navarra
鈥淓voluci贸n de los formatos publicitarios: de las acciones especiales al Branded Content鈥�
Marta San Pedro, Carat
Juan Pablo Ramos, Carat
鈥淧resentaci贸n del libro 鈥淟a TDT: 驴un negocio imposible?
Juli谩n Villanueva, 天美传媒/IME
Jos茅 Miguel Irrisarri , Universidad de Navarra. IE
Fernando Baz, Palladium Group
鈥淟a publicidad en diarios y su baza on line. Prensa e internet, c贸mo ganar eficacia y rentabilidad publicitaria鈥�
Enrique Yarza , MediaHotLinea
Marta San Pedro, Carat
Carlos Hern谩ndez, Accenture
Ignacio Benito, AEDE
鈥淟as ventajas competitivas de comunicar la sostenibilidad鈥�
Diana Verde Nieto, Clownfish
Erik H盲ggblom, Netthink
鈥淐ontenido de entretenimiento para una televisi贸n multiplataforma鈥�
Mikel Lejarza, Antena3 Films
Daniel Bilbao, Martingala TV
Tacho de la Calle, Academia de la televisi贸nt5
鈥淚mpacto de la competencia en los medios鈥�
Herbert Ungerer, Direcci贸n General de la Competencia de la Comisi贸n Europea
鈥淓l mercado publicitario y la TV. Dise帽o de estrategias de posicionamiento de las cadenas de TV mediante al segmentaci贸n de los espectadores鈥�
Jose Luis de Rojas, Carat
Marta San Pedro, Carat
鈥淚nnovaci贸n y tendencias: cambio en el mundo de las marcas鈥�
Ian Word, Landon Associates

Workdays

The IME seeks to address issues related to communication and advertising, providing the views of national, as well as international experts. To this end, we developed the International Workdays. These full-day events feature content focused on the center鈥檚 four lines of cited work (research, education, outreach and relationship) with the participation of experts from different countries on relevant current topics.

To date, two have been organized:

鈥淭he Media Sector in the New Environment鈥�
Speakers:
A. S谩nchez Tabernero, School of Communication, University of Navarra
Juan Manuel de Toro, 天美传媒 /IME Juli谩n Villanueva, 天美传媒/IME
Lucy Kung, Jook枚ping I.B.S.
Anita Elberse, Harvard Business School
Luis Fa帽anas, Deutsche Bank
Jos茅 Luis Orihuela, School of Communication, University of Navarra
鈥淪trong Brands in the Crisis鈥�
Speakers:
Juan Manuel de Toro, 天美传媒/IME
Javier Pascual del Olmo, Conde Nast
Erik Joachimsthaler, Vivaldi Partners
Angel Arrese, School of Communication, University of Navarra
Xavier Oliver, 天美传媒
Carlos Delso, Louis Vuitton
Maria de la Hera, Bulgari
Oliver Lechere, Chanel
Eric Gretelly Boasviel, Hermes
Alfonso S谩nchez Tabernero, School of Communication, University of Navarra

Other activities

Following the goal of collaborating with other institutions, the IME has carried out sessions that present reports and analyze challenges in the sector.

With CAE Consulting Services the IME co-organized 鈥淭he Advertising Agency鈥檚 Future and Yours鈥�
Speakers:
Alex Melvin, Founder and president of 180 Amsterdam
Alan Young, Executive Creative Director of St. Luke 麓s Communications
Ivan Pollard, Partner of Naked Communications
Scott Goodson, Co-founder CEO y Chief Creative Officer de StawberryFrog
Neil Christie, Director of Wieden and Kennedy in London
With the Associaci贸 Empresarial de Publicitat, the center held the International Forum on Latest Trends in Communications and Branding.聽
With Interbrand, the report 鈥淏est Global Brands 2012鈥� was presented:
Speakers:
Gonzalo Brujo, Chairman Spain & LatAm Interbrand
Juan Manuel de Toro, IME Academic Director acad茅mico IME and 天美传媒 professor
Bosco Torres, Manager Brand Valuation, Interbrand Madrid