Media and 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, IESE’s Media & Entertainment Initiative is designed to help industry leaders stay on the cutting edge and understand their critical role in this fast-paced industry. IESE offers industry leaders diverse programs to support them in their roles in the media and entertainment industry. Programs are offered through IESE’s Institute for Media & Entertainment (IME) and Executive Education.

Programs.

IESE 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.

IESE, 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 Comunicación. Calidad, rentabilidad y Competencia
Autor: Alfonso Sánchez Tabernero
La marca y sus circunstancias
Autor: Juan Manuel de Toro
El mercado de la televisión en España: Oligopolio
Autor: Juan Pablo Artero
La TDT ¿un negocio imposible?
Autor: Julián Villanueva
Publicidad. No, thank you
Autor: Xavier Oliver
El entretenimiento en la Televisión española
Autor: Enrique Guerrero
Innovación en los medios. La ruta del cambio
Autores: Francisco J. Pérez-Latre y Alfonso Sánchez Tabernero

Cases

With the objective of contributing to the discussion of topics related to the world of communication, faculty members at IESE 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 IESE executive education programs. For example:

El Caserío: arquitectura de una marca
Juan Manuel de Toro
Compitiendo por el sector de la prensa gratuita: Metro frente a QUE
Expansión
Sandalio Gómez
Prisa

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

La misión del Dircom en una fusión: La comunicación una herramienta estratégica al servicio de la empresa
Authors: Luis Manuel Calleja and Ignacio Bel
Aena: la crisis de los controladores
Author: Julián Villanueva Ignacio Bel
Patrocinio global como proyección de una marca mundial. Fórmula uno: El Santander y la Formula 1
Author: Julián Villanueva
Deloitte: el reto de identificar la percepción de la marca con su identidad
Autor: Juan Manuel de Toro
Comunicar la obra social “la Caixa”: Cambiar para preservar lo esencial: el alma no cambia
Authors: José Ramón Pin and Ignacio Bel
BBVA: una estrategia de comunicación diferente
Authors: José Ramón Pin and Guido Stein
ACESUR: cómo gestionar la comunicación de marcas
Author: Julián Villanueva and Ignacio Bel
Ferrovial: una nueva identidad de marca para un nuevo modelo de negocio
Authors: Juan Manuel de Toro and Gustavo García Mansilla

Technical notes

IESE 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: “Panorama de la radio en España”
Antonio Fernandez Galiano: “EL MUNDO y el Mercado de la Comunicación en España”
Alfonso Coronel de Palma:“La Cope. Presente y futuro”
José María Bergareche: “Vocento: desafío tras la salida a bolsa”
Juan Caño: “El futuro de las revistas de información en España”
José Miguel Contreras: “El modelo de la Sexta una experiencia singular”
Javier G. Ferrari: “El papel de Onda Cero en el mercado de la radio en España”
Fernando G. Urbaneja: “Inquietudes para el periodismo en el cambio de ciclo”
Augusto Delkader: “La presencia de la SER en Latinoamérica”
Isabel Linares: “Telemadrid: ante el nuevo escenario de la televisión”
Alex Grijelmo: “El futuro de las agencias de información: el caso de la agencia EFE”

Continuous Education

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

“Impacto de la Nueva Televisión en la comunicación comercial”
José Luis de Rojas, Carat
“Marketing en buscadores de Internet. Como aumentar las ventas de su empresa a través de una comunicación eficaz en Internet”
Florencia Barranco, Carat
“Las motivaciones del consumidor en la estrategia de marketing”
Gerardo Fuksmann, Synovate Censydiam
“Comunicación global: el caso del “Código Da Vinci”
Juan Manuel de Mora, University of Navarra
“El sector de la prensa escrita en España”
Santiago Alonso (Vocento)
Ignacio de la Rica (Unidad Editorial)
Antonio F. Galiano (U, Editorial)
“La publicidad en el mercado de la Televisión en España”
Giuseppe Tringali, Publiespaña
“Presente y futuro de la prensa gratuita en España”
Alberto Díaz (Metro)
Ana Isabel Pereda (exdirectora de QUE, directora de Expansión)
“Como hacer que la marca tenga éxito en el entorno de la web 2.0,3.0 y los social media”
Florencio Barranco, Carat
“Estrategias para competir en un entorno de grandes cambios”
Alfonso Sánchez Tabernero, U. de Navarra
“Evolución de los formatos publicitarios: de las acciones especiales al Branded Content”
Marta San Pedro, Carat
Juan Pablo Ramos, Carat
“Presentación del libro “La TDT: ¿un negocio imposible?
Julián Villanueva, IESE/IME
José Miguel Irrisarri , Universidad de Navarra. IE
Fernando Baz, Palladium Group
“La publicidad en diarios y su baza on line. Prensa e internet, cómo ganar eficacia y rentabilidad publicitaria”
Enrique Yarza , MediaHotLinea
Marta San Pedro, Carat
Carlos Hernández, Accenture
Ignacio Benito, AEDE
“Las ventajas competitivas de comunicar la sostenibilidad”
Diana Verde Nieto, Clownfish
Erik Häggblom, Netthink
“Contenido de entretenimiento para una televisión multiplataforma”
Mikel Lejarza, Antena3 Films
Daniel Bilbao, Martingala TV
Tacho de la Calle, Academia de la televisiónt5
“Impacto de la competencia en los medios”
Herbert Ungerer, Dirección General de la Competencia de la Comisión Europea
“El mercado publicitario y la TV. Diseño de estrategias de posicionamiento de las cadenas de TV mediante al segmentación de los espectadores”
Jose Luis de Rojas, Carat
Marta San Pedro, Carat
“Innovación y tendencias: cambio en el mundo de las marcas”
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’s 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:

“The Media Sector in the New Environment”
Speakers:
A. Sánchez Tabernero, School of Communication, University of Navarra
Juan Manuel de Toro, IESE /IME Julián Villanueva, IESE/IME
Lucy Kung, Jooköping I.B.S.
Anita Elberse, Harvard Business School
Luis Fañanas, Deutsche Bank
José Luis Orihuela, School of Communication, University of Navarra
“Strong Brands in the Crisis”
Speakers:
Juan Manuel de Toro, IESE/IME
Javier Pascual del Olmo, Conde Nast
Erik Joachimsthaler, Vivaldi Partners
Angel Arrese, School of Communication, University of Navarra
Xavier Oliver, IESE
Carlos Delso, Louis Vuitton
Maria de la Hera, Bulgari
Oliver Lechere, Chanel
Eric Gretelly Boasviel, Hermes
Alfonso Sánchez 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 “The Advertising Agency’s Future and Yours”
Speakers:
Alex Melvin, Founder and president of 180 Amsterdam
Alan Young, Executive Creative Director of St. Luke ´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 Associació Empresarial de Publicitat, the center held the International Forum on Latest Trends in Communications and Branding.
With Interbrand, the report “Best Global Brands 2012” was presented:
Speakers:
Gonzalo Brujo, Chairman Spain & LatAm Interbrand
Juan Manuel de Toro, IME Academic Director académico IME and IESE professor
Bosco Torres, Manager Brand Valuation, Interbrand Madrid