Content

1. Introduction. Contents of the subject. What is a company today: contribute to the value chain. What is
advertising today. Work vs. entrepreneurship. Objective: to acquire a transversal vision of how this business
works.
2.-The communication industry. Ecosystem of advertising and commercial communication companies.
Typology. The main companies in each field and their emblematic works. Multinational vs local.
3.- The advertising agency. Context, origins and evolution (James Walter Thompson, Bill Bernbach, Mad men,
the professionals today). Type organization chart. Professional profiles. Offices and internal organization (as a
workplace and as an image and positioning tool). Professional development opportunities. Mentoring.
4.- Large multinational networks, context and organization. Holdings. Reporting and relationship with
multinational clients. Hubs. Captive clients vs. captive agencies. The main agency networks and their Spanish
subsidiaries.
5.- National companies and investees per networks. Entrepreneurs, freelancers and specialized atomization.
Sale to multinationals, the earn out. Collaborative ecosystems. The main local players, who are they and which
are their flagship clients.
6.- Internal organization. Departments. Teams. Economic management and emotional management. When the
main machinery is people. Cohabitation of different profiles. Leadership. Recruitment. Motivation.
Teambuilding. Top down and bottom up.
7.- Customers. The importance of defining the relationship. Accounts or projects. Remuneration: scope of
work, contract vs. project fee. Organic growth. Search business vs create business. Proactivity.
8.-New Business. New business strategy. The New Business Plan. The sector map. The wish list. New
business management models. External actors. Internal actors. The power of the word of mouth. Corporate
PR. Networking. Competitions.
9.-The Income. Cost vs. return. The fee for concepts of activity and service. Production management
(audiovisual, digital and graphic). Rights management (models, music, images, etc). Graphic study.
Adaptations.
10.- Control of expenses. Business plan. Overhead. Profit. Ratios. The Q's and the unstable balance. The
importance of projecting results. Reorientation plan, how we manage deviations from plan. Commertial
expenses. Employee incentives.
11.-Festivals. Festivals as a tool for commercial action: Attract clients and attract talent. The main festivals
(Transversals: Cannes, Sol, One Show, FIAP ... Verticals: Effies, Aspid, Pacifier ...). Glamor convertible into
business. Costs Projection of enrollment expenses for the year (festivals, categories ...) The Gunn Report. The
Cream ranking.
12.-To sell. The need to differentiate. Convey the personality of our own brand. The credentials.
Prepare-present-sell. The value of time: concretion, conviction, relevance. The first impression factor. Service
vs. activism.
13.- The presentation. From elevator pitch to macro presentation. How to introduce yourself and how to
present. Know the audience. The content structure. Balance between the auditory and the visual. Master the
room.
14.- Innovation and entrepreneurship. The exploration-exploitation binomial. Open innovation. Companies that sell innovation. Ideas
beyond advertising: Be part of the conversation, build brand by doing, add value by improving people's lives. Start a business to innovate.