Branducers is an unmissable event for communication professionals. It’s not an exaggeration to say that it is the largest branded content event in Spain, and at After, we are particularly proud because the first edition, created by Marc Ros and Risto Mejide under the After umbrella, dates back to 2011. After 13 years of hosting this forum, Branducers9 gathered more than 600 people on February 28 at the Gran Teatro CaixaBank Príncipe Pío in a gala presented by Juanma Ortega, CEO of Adio.fm, where the BCMA Spain awarded 13 prizes. At After, we continued our involvement with Branducers as sponsors: we still believe in branded content as a format that connects fully with its target audience.
This edition was dubbed Brand Blockbusters, and it’s undeniable that phenomena like Barbie have packed cinemas and sparked conversation in both traditional media and social channels. Marc Ros, CEO and founder of After and honorary member of the BCMA, welcomed the attendees: “We are the opening act for a great afternoon. Little could we have imagined in 2011 that 13 years later we would be here around a discipline that was barely talked about back then. This started as a company event where we began bringing together people from media, agencies, and advertisers. We even invited the competition, much to the surprise of many. Today we celebrate something big, which highlights the importance of collaborating for the advancement of the industry. This wouldn’t be possible without the 100 members of BCMA Spain. Branducers9 belongs to all of us.”
One of the standout moments of Branducers9 was the talk between Risto Mejide and Toni Segarra in the famous Chester. They discussed topics such as the need to build proprietary audiences in the fragmented communication ecosystem, and offered a profound reflection on creativity and brands, emphasizing the need to focus on the long term.
Additionally, Beltrán Gortázar, CEO of Suma Content, and Marcelo Romeo, CMO of Newsan, delivered inspiring presentations. Gortázar revealed Suma Content’s working model, the “6-3-2 model”: they develop 6 projects per year, produce 3 of these, and deliver 2 by the end of the year. Thanks to this method, the production company of Los Javis has achieved major successes such as Veneno, Cardo, and La Mesías.
Regarding Marcelo Romeo, the professional who inspired the film El gerente, he detailed the key aspects of the Noblex campaign, the most relevant in Argentina this century. Romeo promised to refund the cost of a specific TV model if Argentina did not qualify for the 2018 World Cup. For the 2022 World Cup in Qatar, the condition was reversed: they promised to refund the TV price if the national team won. It’s undoubtedly an exemplary case of how to take risks and keep a brand at the forefront of an entire country’s mind.
