MAFIZ, the industry area of Festival de Málaga, and BCMA Spain organise a working day on entertainment and brand marketing

The event is sponsored by BCMA Spain, Spain Film Commission, Havas Play, Publicis Rebellion and with the collaboration of Cervezas Victoria

MAFIZ, the industry area of Festival de Málaga, in collaboration with BCMA (Branded Content Marketing Association España), will organise a working day focused on entertainment and brand marketing on Thursday the 7th of March, under the title Brand Entertainment Marketing Workday. This event will bring together for the first time leading industry professionals to create synergies and address the latest trends, challenges, and opportunities in this constantly evolving industry.

In an industry where monetisation of audiovisual projects is an increasing challenge, the initiative arises from the need to not only focus on aspects such as development and distribution, but also to adopt a strategic marketing approach. Therefore, the talks aim to highlight the intersection between marketing and content, showcasing specific examples where active strategies have been crucial in expanding the reach and visibility of productions.

The morning session, which will take place at the Cervezas Victoria Factory, will begin at 9:30 am with a welcome by Xiomara García, representing the Spain Film Commission, and Annabelle Aramburu, coordinator of MAFIZ. The agenda will continue with the round table Brands as co-producers: a new way of financing audiovisual content, which will explore the contribution of value through a cinematographic experience and the creation of an emotional connection that goes beyond the advertising message, with the case of Barbie as a reference. Moderated by Pablo Muñoz BCMA Spain executive vice-president and CØLLAGE founding partner, it will include the participation of Miguel Villaruel from Publicis Rebellion and Alfonso García Valenzuela from Mediabrands Content Studio, among others.

At the end of this discussion will take place Is marketing the new king of entertainment?, a panel moderated by Roger Casas-Alatriste of El Cañonazo. The panel will analyse the importance of marketing in the success of audiovisual productions, as well as the need for close collaboration between showrunners and marketing professionals. Participants will include Amaya Muruzabal, Miguel Bueno and José Villalobos. The morning session will conclude with Compete or collaborate: the role of agencies in the brand entertainment ecosystem, highlighting the Havas Play model. Abel Delgado will represent the company and will be accompanied by Sunde J. Sastre, founding partner of CØLLAGE.

In the afternoon, in the Cajamar auditorium, the day will be completed with two additional discussions. Firstly, similar to the previous session, LaLiga Studios will be taken as an example; speakers such as Chalo Bonifacino will discuss the key role of producers in the implementation of successful strategies and the alliance between LaLiga and Banijay. Brand integration: beyond product placement will close the day with an exploration of different strategies for brand integration in entertainment by experts from TBC, Havas Play, Rakuten TV and GroupM Spain.

Branding Entertainment Workday is sponsored by BCMA Spain, Spain Film Commission, Havas Play, Publicis Rebellion and with the collaboration of Cervezas Victoria.

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