Posts Tagged ‘IE School of Communication#8217;


Kyle Fiore, MCC student, selected to attend G-20 Youth Summit

Written on April 17, 2012 by Begoña González-Cuesta in News

Kyle Fiore has been selected by Global Vision on behalf of the Government of Canada to attend the Y-20 Youth Summit in Puebla, Mexico from May 8- 12, 2012. He will accompany six other Canadian university students to the event organized by the Government of Mexico. He is currently enrolled in the Master of Corporate Communication at IE School of Communication – IE University.

Students will discuss: economic stabilization, financial inclusion, youth employment, international trade, food security, green growth, global governance, and the future of multilateralism and of the G20.

Delegates will work on a document with recommendations to be presented to the governments of participating countries prior to the G20 leaders’ summit in June.

Mr. Fiore said that he looks forward to representing Ontario at the summit. “I want to demonstrate the diverse perspectives Ontarians possess and ensure that Canadian interests are well represented” affirmed Fiore.

In order to attend, all delegates are required to raise $3500 CAD in sponsorships. Kyle Fiore has created a social media campaign called “Help Send Kyle to the G20”. He created a blog where individuals may stay up to date with his progress and provide financial assistance via a link provided on the blog.

Global Vision is a national non-profit organization founded in 1990 by Terry Clifford, CM. The organization provides Canadian youth, ages 16 – 25 with the skills, experience, and knowledge necessary to become global leaders. Since its inception, Junior Team Canada, the group’s flagship organization has led trade and development missions to over 20 countries.

Congratulations Kyle!

For more information, please contact Kyle Fiore at

Link to the blog:

Twitter: @fiorky


IE School of Communication – IE University – invites you to the 55th meeting “Scientists and Professionals in Communication”, where Félix Muñoz, Communication Expert, will present a talk in English on our Madrid Campus and on live streaming about “The role of sponsor in the new model of the Communication in this Century”.

Félix Muñoz. Communication expert.
Thursday, March 15th, 6:30 – 8:00pm.
IE Madrid Campus. Aula Magna.
Calle María de Molina, 11, Madrid. Spain

The process of developing the communication strategy of a brand today is very sophisticated and requires a specific methodology for creating an effective communication strategy for any product or service in any sector, regardless of its size and competitive situation.
We need to understand first the Communication Management in a holistic way, to understand after the role of the different communication tools (Sponsorship, Advertising, Promotions, Direct Marketing, Public Relations) to get the more appropriate perception for a product, brand, company, or person.
Sponsorship has to be seen within the communication strategy and has to be linked to all business areas to be effective.
We will see the keys to prepare a good sponsorship strategy and the way to implement the right plan.

Félix Muñoz is a Communication expert. He defines himself as perception’s manager for the success of Business. For 25 years he has led the Coca-Cola Communication (during 4 different periods), Cepsa (Petrol Company), Telefonica and Movistar (Telecom), working in many successful projects. He is an expert in multidisciplinary teams leadership and efficient management of all types of Business Communication and Marketing Services (Sponsoring, Promotions, Media, Advertising) Active participant in the Communications Sector, he was also Chairman for the Spanish Association of Advertisers in 1997 and President of the Spanish Association for the Self-regulation system. Appointed in 2010 as the Best Professional in Spain by the Spanish Association of Marketing and in 2012 as Best Marketing Personality, has also achieved the most important awards on creativity, Advertising Effectiveness and Innovation in the use of New Technologies. Felix Muñoz is a regular speaker at Communication, Marketing and Creativity forums and he is a Professor of Communication at Universities and Business Schools.

Should you have any questions about this event or IE in general, feel free to send us an email at

Warm regards,
IE School of Communication


To become  a career activist in Corporate Communication….

..stay humble, be entrepreneur, find your way in social networks, enjoy what you are doing, be passionate, have a starting position but aim for being part of the inner circle of an organization top management, take control of your future, know how to do research, keep up with issues of the day, define a coach to ask hard questions, be curious, have an ambition, have an impact on the business decisions and improve them, be practical, pay attention of case studies, do not neglect theory, be proactive in building connections, be where things are happening.


IE School of Communication – IE University – invites you to the 54th meeting “Scientists and Professionals in Communication”, where Alfredo Franco, Senior Consultant at Redondo & Asociados, will present a talk on “Political consulting – Changing minds, mobilizing to action and winning votes”.

Alfredo Franco. Senior Consultant at Redondo & Asociados, Public Affairs Firm
Thursday, February 9th, 6:30 – 8:00pm
IE Madrid Campus. Maria de Molina 27, M-001.
Madrid, SPAIN

Live Streaming Available 

About the event
Political consulting is a trend in today’s communication, but it is necessary to realize that the exercise of this activity requires a comprehensive knowledge in the fields of both politics and communication. The session will go deep into the skills required from and the activity carried out by a political consultant. It will also show what makes a political consultant different from an advertising consultant. The political consultant must find the right place within the whole campaign team to build a strong relationship with the candidate. A case study will be analyzed, covering all stages from the starting point to results, including goals, strategy, positioning & messages and actions. An open debate will answer questions raised during the session.

About the speaker
Graduate in Information Sciences-Journalism from the Universidad Complutense and Master in Political and Institutional Communication from the Universidad Carlos III, with 10 years’ experience in PR consultancy. Focused on international accounts and team leadership in the corporate and public affairs communication in the fields of online gambling, healthcare technology, biotechnology, IT and food & beverage. Some of the clients he has worked with are GE Healthcare, Nestlé, Switzerland Cheese, Monsanto, Panasonic and GE Energy.


IE School of Communication – IE University – has organized the 53rd meeting “Scientists and Professionals in Communication”, where Carolina Cobos, Country Manager of Qype Spain, will present a talk in English on our Madrid Campus about “Global Marketing Communications: how to communicate effectively across cultures”.


Carolina Cobos. Director of Qype an Adjunct Professor at IE School of Communication
Thursday, January 12th, 18:30 – 20:00
María de Molina 27, Room M-001
Live Streaming Available

About the event:
Globalization or glocalization? Now that the world is suffering drastic geopolitical changes and economic powers are moving from the US and Europe to Asia, companies have to be prepared to market their products/services in new areas. This means becoming familiar with different habits and behaviors that need to be monitored and understood when planning an effective communications campaign. Taking into account, language, non-verbal communication and values, such as individualism vs. collectivism, religion and traditions is key. The examples speak for themselves: the Swedish furniture giant IKEA had to reconsider the name “FARTFULL” for one of its new desks. A soft drink was introduced into Arab countries with an attractive label that had six-pointed stars. The Arabs interpreted this as pro-Israeli and refused to buy it. The soft drink Fresca was being promoted by a saleswoman in Mexico, who was greeted with laughter and later was embarrassed when she found out fresca is slang for “easy with men/too liberal.

About the speaker:
Carolina Cobos is Director of Qype, Europe’s leading review site, with 25 million monthly visits and 5 million reviews (in 8 languages), comments and pictures. The community can write reviews in the website,, or in the mobile app, that has already been downloaded 2 million times. Carolina is responsible for the management in Spain, including b2c (users), b2b (companies concerned with online reputation) marketing and partnerships. Qype is a trusted and independent source of information both at home and abroad. Users rate the places they visit (from 1 to 5 stars) and share their information with the community already present in 12 countries.
Carolina is an expert in cross cultural strategic communications. She has been communications director for companies such as Telefónica, KPMG, Discovery and senior consultant for others such as Repsol, Barclays and Philips. Furthermore, she has a degree in Journalism from Universidad Complutense, Madrid, and has a Masters in Global Marketing Communication & Advertising from Emerson College, acquired with a Fulbright grant.

Should you have any questions about this event or IE in general, feel free to send us an email at


The begining of MCC 2012

Written on December 16, 2011 by jrodriguez in News

The past few months at IE have been a very interesting and growing experience. I came in unsure of what to expect or the people I was going to meet. At opening ceremony I learned that my program is composed of 35 students of which there are 30 nationalities. This diversity has made my experience at IE very enriching. Everything is based on group work and interaction with different people in the program. I have learned so much about cultures, professional and academic backgrounds that are different from my own in the little time I have been at IE.

Despite the fact that I have only been at IE for about 2 months, the program has been very intense. It took some time for me to adapt to the heavy workload but it has been a learning experience, nonetheless. Every presentation, work group meeting, assignment, and course has been a challenge for me. Finalizing my first semester at IE, not only have I been able to overcome these challenges, but I also have grown as a person. I am grateful for opportunity IE has provided me with, being able to interact with such a incredible and talented group of people. At the end of the day, the most important thing we take with us is the friendships that we make and the personal encounters which allow us to become a better person and professional. I look forward to returning in January and to the experiences that IE has in store for me.

Felices Fiestas!


IE School of Communication -IE University- has organized the 52nd meeting “Scientists and Professionals in Communication”, where Ángel Alloza, CEO of Corporate Excellence: Centre for Reputation Leadership, will present in English a talk on “The Reputation Economy, the new competitive arena for companies and institutions”.
Thursday, December 1st
Room: F-101, María de Molina, 2, Madrid
Hour:  18.30 – 20.00

In this talk Ángel Alloza will discuss the origin of the current economic crisis and its consequences for companies and countries. He will focus on “reputation”, arguing that it is intrinsically related to trust and that  -in corporate context- reputation is the emotional base for stakeholder relations. Therefore, because it matters, he will also discuss how reputation is created, communicated, perceived and assessed. This talk will also outline the concept of “Reputation Economy” and its core elements.

Short Bio:
Ángel has an undergraduate degree in psychology from the Universidad Complutense of Madrid. PCD at IESE. He began his professional career as an expert in qualitative and quantitative market research in Alef, Strategic Planning, for J. Walter Thompson, and then served as Managing Partner at Millward Brown International for Spain and Portugal until 1998. That same year he joined the Strategic Analysis Unit at Argentaria within the Presidency and Risk Area, his objective being to implement a new strategy and positioning for the Argentaria brand.
He joined BBVA in January 2000 within the Communications and Image Area (today the Global Communications and Brand Unit), responsible for different functions (corporate publicity, image, social action, brand, identity, reputation and indicators). Until February 2011 he served as the Director of Strategy and Evaluation for the global BBVA Group Communications and Brand area, responsible for the communications strategy, brand, reputation and indicators at the international level. He joined Corporate Excellence – Centre for Reputation Leadership in April 2011, as Chief Executive Officer.
He also participates in several business and social initiatives in the brand management, communications, reputation and social responsibility fields and measuring their return for business and corporate reputation: Foro de Reputación Corporativa (Co-Founder), Instituto de Análisis de los Intangibles (Managing Director), Club de las Marcas que Piensan (Co-Founder), Foro de Marcas Renombradas (Executive Board), Consejo Estatal de Responsabilidad Social Empresarial (Senior Advisor since 2009), Comisión española de homologación internacional de métodos de valoración financiera de las marcas 2007-2011 (AENOR). (Chairman), Real Instituto Elcano, in the Spanish Image Abroad and Public Opinion area (Researcher), Associate Professor at various business schools: ESADE, IE, EOI, IESE, INSEAD, and ESIC. Academic Assistant at various universities: UCM, Jaume I, UAB, Ramón Llull Carlos III.
Some of his awards are: Best management of a corporate brand and special award brand value creation(Esade Brand Center, 2006). Alpha Award for the best brand management (Marketing Leaders Club, 2004). Best Corporate Brand Management in the Príncipe Felipe Award for Business Excellence in the category of Brand Management (2008). Publifestival Award for the brand that best integrates CSR in its commercial strategy, International Festival of Social Advertising, 2006. Award for the best paper in the 8th Seminar Aedemo-AEA of Advertising Communication Effectiveness (2003).


“Truth, Lies and 20 Minutes”, by Eduardo Díez-Hochtleiner

Written on November 25, 2011 by Begoña González-Cuesta in News

Eduardo Diez-Hochleitner, CEO of the newspaper 20 Minutos, will give a lecture at IE School of Communication, IE University in Segovia, entitled ”Truth, Lies, and 20 minutes.” The lecture gives an overview of Grupo 20 Minutos and Grupo Schibsted and explains how a freemedia group works, the challenges it faces and how it has had to adapt to market changes. The presentation will take place on Wednesday November 30th at 4.30pm in Sala de Refectorio on Segovia campus. Diez-Hochleitner will be accompanied by the Director of the Degree in Communication at IE University, Miguel Ángel Gabaldón.

Díez-Hochleitner holds a degree in Economics from Universidad Autónoma de Madrid and an MBA from IESE. He began his career in banking, working for Dresdner Bank in Germany, and 9 years for BNP in Spain and France. Later, he joined the Grupo Prisa, where he was General Manager until 2001. In 2002, he became a partner at the private equity fund Apax Partners until 2007. Since then, he has combined his 20-minute vice presidency of Spain with being on board of Bodaclick and Canalmail and Director of Infojobs and Más Móvil. He is currently the CEO of the newspaper 20 Minutos.


“Will foreign correspondents survive in the 21st century?” Juan Llobell

Written on November 11, 2011 by Begoña González-Cuesta in News

IE School of Communication -IE University- has organized the 51st meeting “Scientists and Professionals in Communication”, where Juan Llobell, deputy managing editor at Capital, will present in English a talk on “Will foreign correspondents survive in the 21st century?”.

Thursday, November 17th
Room: F-101, María de Molina, 2, Madrid
Hour:  18.30 – 20.00

The foreign correspondents have been with us for at least 300 years. But in recent years, the big western media do not stop closing foreign bureaus and hundreds of correspondents join the ranks of the unemployed. The economic crisis, the introduction of new technologies, citizen journalism and a growing lack of interest in international news explain why this traditionally prestigious position is an endangered species. It’s becoming extinct. Will it survive? Nobody knows. But it will never be the same. In the meantime everybody is making experiments with new projects in the field of international news.

Short Bio:
Juan Llobell is deputy managing editor at Capital, a Spanish business magazine, since 2008. Previously, he held various positions at Expansión, the leading economic newspaper in Spain, where he has developed most of his career. Between 2005 and 2008 he was New York correspondent for Expansión and Actualidad Económica. He has covered numerous international events as a special correspondent: the annual meetings of the International Monetary Fund and the World Bank, the Davos forum in Switzerland, the World Trade Organization.


Talk is action… especially in CSR communication

Written on November 1, 2011 by Laura Illia in News

An academic conference is good when you get home with more questions than those you had before the conference. When you come back with clear answers, well, it means that the conference was not that good… I am just back from the CSR Communication Conference organized by the University of Amsterdam (Amsterdam School of Communication Research) and VU University Amsterdam with more questions than answers. So, good conference!

The aim of the conference was to bring together business and communication scholars to discuss how to communicate CSR today. What l really liked is that it brought together two types of scholars. On one side, scholars following the idea that communication is mere information. On the other side, scholars believing that communication cannot be reduced to an informational issue where meanings are assumed to already exist, as communication is a process of meaning development between many actors.

My point of view is that nowadays CSR communication managers need to have both approaches. On one side they need to find the right degree of social disclosure to assure that the information they give about their company is authentic and does not trigger skepticism. Said otherwise, managers need to conceptualize CSR communications as something that is “real” and that needs to be improved in its efficiency. However, on the other side, communication managers need also to conceptualize CSR communication as a process of meaning that is construed together with stakeholders. In this case, CSR communication is not a “reality” to communicate; it is enacted in each conversation that stakeholders have about the company (or with the company). Yes, put in this way it sounds theoretical, but in practice this is really simple: the company cannot define “a priori” what CSR is and communicate it to stakeholders. The meaning of CSR is in constant definition.

The work I presented on behalf of IE School of Communication and other academic institutions collaborating with us – Judge Business School (University of Cambridge) and IULM Foundation – basically aims to give the message that both approaches are needed.

I would like to share with you a number of significant sentences I wrote down in my notebook. I like these quotations because in a way they express what is my understanding of CSR Communication:

“Sometimes, as academics, we play chess, but practitioners want to know what the next move is” (Andrew Crane, Schulich School of Business, York University, Toronto)

“Companies sometimes find answers to questions that are not asked by stakeholders, while stakeholders’ asked questions remain unanswered” (Bernd Lorenz Walter, BL Walter, Germany)

“Talk is action” (Mette Morsing, Copenhagen Business School, Denmark)

“Communication needs to be seen as a formative element […] Communication has not only the role to externalize. Communication has a formative role in what CSR is” (Andrew Crane, Schulich School of Business, York University, Toronto)

“As a consumer I can accept that symbolic communication is done on the product, but I cannot accept that a company says something about CSR that is not 100% true and is just a brand exercise” (Mette Morsing, Copenhagen Business School, Denmark)

“CSR communication can be seen as a political communication instrument to set an agenda” (Friederike Schultz, VU University Amsterdam)

“You cannot control the meaning; you can offer meanings that are negotiated as mixed messages” (Dennis Schoeneborn, University of Zurich)

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