Shifting consumer behaviours, technological acceleration and ever-shrinking product lifecycles have turned traditional marketing plans into a relic of the past.

By the time they are presented, they may already be obsolete.

So how do we manage a brand when change is no longer a sporadic event, but a permanent context?

In this open online masterclass organised by Advantere, Javier Regueira, PhD will explore how AI is becoming marketing’s ultimate ally — not just for content creation, but for high-level brand strategy.

What the masterclass is about

Brands can no longer rely on slow, static marketing plans in a market that moves in real time.

Through the lens of #NEOBRANDS, Javier Regueira will explore how leading brands such as Disney, Netflix, Tommy Hilfiger, Coca-Cola and Sephora are leveraging AI as a strategic partner to update their strategies, understand audiences and respond to change faster.

This is not just about technology.

It is about staying relevant in a business world shaped by constant transformation.

  

What you will learn

In this masterclass, you will explore:

- Why traditional marketing plans are becoming obsolete faster than ever 

- How shifting consumer behaviours are transforming brand strategy 

- Why AI is becoming a strategic ally for marketing teams 

- How leading brands are using AI to update their strategies in real time 

- What this means for the future of marketing, communication and brand management

  

Tuesday 

26th May 

  18:00 h. CEST / Madrid time

Online | Microsoft Teams

Register here

Speaker

Gema González

Director, Property Risk Management at Deutsche Pfandbriefbank AG Financial Risk & Control

Descripción BIO pendiente TBC

Javier Regueira, PhD        

is a branding, branded content and entrepreneurship expert. He is the first PhD in Branded Content from a Spanish university and has held executive roles in companies such as Leo Burnett, Grey Advertising and BDF Nivea.

  

He currently works in the education sector, directs the Master in Branded Content at The Core School, and teaches Marketing and Entrepreneurship at several business schools and universities.

      

Live Q&A and programme insights

  

The masterclass will last 45 minutes and will be followed by a live Q&A with Javier Regueira, where participants will be able to ask questions about the ideas, examples and key takeaways from the session.

  

Participants interested in the Master in Strategic Marketing and Communications will also have the opportunity to hear from Yan Liu, Admissions Manager, and ask questions about the programme, admissions process and available scholarship opportunities.

      

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