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Esade Alumni celebrates the top marking evening in Barcelona in “tardeo” style

On June 11, the start of the Barcelona summer was tinged with marketing and connections at the Esade Alumni Marketing Night Tardeo Edition.
Marketing Night 2025

 

With its new look and location, the Antiga Fàbrica Damm became the perfect venue for an event that promised to be (and was) a different experience. Leaving behind the traditional concept of “marketing night” this year, Esade Alumni instead focused on the Tardeo Edition format for its traditional Marketing Night, an initiative that was enthusiastically welcomed. The terrace of the Antiga Fàbrica Damm, with its relaxed atmosphere, live music, and delicious finger food, facilitated networking that led to connections of surprising quality, according to the people who attended. The opening beers, helped break the ice and create that relaxed atmosphere that is so perfect for exchanging ideas.

Marketing Night 2025

 

Blanca Muñiz's experience

The big event of the evening was unquestionably the Marketing Talk featuring Blanca Muñiz (Lic&MBA 96), the current Chief Brand Officer at Mango. The interview was conducted by Alba Escribano (Lic&MBA 06), marketing director at Simón Coll and board member of the Marketing Club, who described Blanca as a professional who “not only does marketing but also knows how to turn it into art with a purpose.” Her career, which spans more than twenty years at Puig and her current leadership role at Mango, is “one of those you study, which has left an indelible mark on the sector.”

Blanca started her talk with a survey of her career, from her start at Danone and Bimbo to her current role, stressing how Esade and her internship at Danone were essential in her development.

In her talk, she broke down Mango’s strategy and revealed the brand’s ambitious journey towards sustainability and the premium segment, with a strong focus on content. She also underscored the importance of gaining a deep understanding of the consumption habits of Millennials and Gen Zers. While Millennials seek premium products and have a higher purchasing power, Gen Zers prioritize sustainability. Together, these generations account for 70% of consumers of premium goods, making them the prime focus.

One key point in her talk was the change in Mango’s segmentation, which is based no longer on age but on lifestyle. Plus, she stressed how consumer behavior has evolved drastically, so the marketing funnel is no longer linear but exists simultaneously in multiple points of contact. This change has led Mango to adjust its content strategy, since what works on Instagram may not have the same impact on TikTok, where the organic and “real” are more highly valued.

 

Marketing Night

Blanca also offered a crucial reflection on professional relevancy and stated that while a skill may have been useful for forty years in the past, now its lifespan is estimated at just six months, a call for lifelong learning and constant training.

Finally, she addressed the onslaught of artificial intelligence by acknowledging its advantages in segmentation, but she warned about the need to adopt it carefully given the imminent transformation of jobs, and she stressed the importance of adaptation.

Blanca concluded the interview by highlighting the need for interdepartmental cooperation for a company’s real transformation, and the importance of brands remaining faithful to their essence, adopting trends only if they align with their identity and always keeping humanity at the core of their operations.

The buzzword of the year

Marketing Night

Just like every year, everyone was anxiously awaiting the announcement of the 2025 Marketing Buzzword. In his inimitable style, Mauro Ribó (Lic&MBA 94) had the honor of revealing the word that will set the trends this year. Using an AI-generated avatar as starting point, Mauro encouraged everyone to reflect on the future of marketing and challenged the idea of automating everything with AI, as proposed by giants like Meta, by arguing that this would only lead to homogenization and a loss of impact.

For marketing that truly surprises and has a “wow” factor, Maura defended the idea of not following the algorithm. That’s why the 2025 Buzzword is: Unexpected to advocate for kind of marketing, a communication, or a job that should be unexpected, that goes beyond the predictable. In line with this idea, this year’s Marketing Night, with its “Tardeo” style and new location, was a perfect example of an unexpected experience.

 

Marketing Night 2025

 

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