{"id":18,"date":"2020-06-15T12:01:30","date_gmt":"2020-06-15T11:01:30","guid":{"rendered":"https:\/\/vccp-dev.vccp.com\/madrid\/?page_id=18"},"modified":"2026-02-02T09:28:06","modified_gmt":"2026-02-02T09:28:06","slug":"home","status":"publish","type":"page","link":"https:\/\/vccp-dev.vccp.com\/spain\/","title":{"rendered":"Home"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-home.php","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-18","page","type-page","status-publish","hentry"],"acf":{"vimeo_video_id":"1053322730","hero_image":false,"meta-description":"At VCCP Madrid our challenger attitute transforms the fortunes of our clients.","og-image":false,"twitter-site":"","twitter-card":"","twitter-image-alt":"","office_name":"Madrid","office_address":"C\/ Cardenal Marcelo Sp\u00ednola, 2, 6\u00aa Planta,<br>28016<br>Madrid","office_contact_number":"+34 91 524 95 00","office_contact_email":"vccpspain@vccp.com","new_business_contact_name":"Javier Suso","new_business_contact_number":"","new_business_contact_email":"suso@vccp.com","office_image":"https:\/\/vccp-dev.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2020\/07\/Madrid.jpg","meta_title":"VCCP Madrid","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":896,"post_author":"5","post_date":"2020-07-01 10:07:30","post_date_gmt":"2020-07-01 09:07:30","post_content":"","post_title":"News","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"news","to_ping":"","pinged":"","post_modified":"2024-02-07 09:42:41","post_modified_gmt":"2024-02-07 09:42:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/madrid\/?page_id=896","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":598,"post_author":"2","post_date":"2024-02-06 13:35:24","post_date_gmt":"2024-02-06 13:35:24","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003eAt VCCP we pride ourselves on creating innovative and exciting advertising that transforms the fortunes of brands. 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btn-sm btn-icon-only h5\\u0022 href=\\u0022#imageCarousel\\u0022 role=\\u0022button\\u0022 data-slide=\\u0022next\\u0022\\u003e\\n                        \\n                        \\u003cspan class=\\u0022sr-only\\u0022\\u003eNext\\u003c\/span\\u003e\\n                    \\u003c\/a\\u003e\\n                \\u003c\/div\\u003e\\n            \\u003c\/div\\u003e\\n        \\u003c\/div\\u003e\\n    \\u003c\/div\\u003e\\n\\u003c\/div\\u003e\",\"blockId\":\"1zi0Ql\",\"blockUniqueClass\":\"lazyblock-custom-php-1zi0Ql\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"heading\":\"Our People\",\"blockId\":\"2ium6H\",\"blockUniqueClass\":\"lazyblock-text-full-width-2ium6H\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22Javier%20Suso%22,%22title%22:%22Javier%20Suso%22,%22caption%22:%22%22,%22id%22:9321,%22link%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/javier-suso-avatar-2%22,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2021\/02\/Javier-Suso-Avatar-1.png%22%7D\",\"image-border-bottom\":true,\"title\":\"Javier Suso\",\"sub-title\":\"CEO\",\"text\":\"Javier Suso has more than 20 years of experience in the communication industry in Spain. He is a renowned professional with extensive experience in agency leadership, highlighted by his strategic vision and sensitivity for creative work.\\n\\nBefore becoming CEO of VCCP Spain, Suso worked in senior positions at agencies such as Shackleton where he was Managing Director of the Madrid office (2007-2012) and CEO of Gray Spain (2015-2018). In addition, he was also part of the founding team and Managing Director of VCCP Spain (2012-2015).\\n\\nJavier Suso has a degree in Business Administration, an Executive MBA from IE Business School and an Executive Master in Relational Marketing CRM and e-commerce from ICEMD. He has been Co-Director of El Sol (2017 and 2018), collaborates with numerous business schools as a speaker and has been a jury of El Sol, CdeC, FIAP, Inspirational, Imam, IMC European Awards and Aster Awards.\",\"blockId\":\"ZtfKqm\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-ZtfKqm\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Beto-Nahmad%22,%22caption%22:%22%22,%22id%22:3465,%22link%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/about-us\/attachment\/beto-nahmad%22,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2020\/08\/Beto-Nahmad.png%22%7D\",\"image-right-aligned\":true,\"image-border-bottom\":true,\"title\":\"Beto Nahmad\",\"sub-title\":\"Executive Creative Director\",\"text\":\"Beto began his career at the Argentine agency Agulla y Baccetti. Following on from that, he worked for several multinational agencies in Spain before becoming the Executive Creative Director and Innovation Lead at DraftFCB.\\n\\nBeto has developed award-winning advertising, digital, experiential and branded content campaigns at Cannes Lions, El Sol, FIAP, El Ojo de Iberoam\u00e9rica, Caples, Laus or ECHO Awards, among others.\\n\\nHe is a Media Technician, studied Film and Advertising in Buenos Aires and, in his spare time, writes and directs short films.\",\"blockId\":\"eFnxk\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-eFnxk\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22Alvaro%20Ojeda%20Head%20Strategy%22,%22title%22:%22Alvaro%20ojeda%22,%22caption%22:%22%22,%22id%22:9339,%22link%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/people\/alvaro-ojeda\/attachment\/alvaro-ojeda%22,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2021\/03\/Alvaro-ojeda.png%22%7D\",\"image-border-bottom\":true,\"title\":\"Alvaro Ojeda\",\"sub-title\":\"Head of Strategic Planning\",\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00c1lvaro has extensive international experience leading strategy teams where he has had the opportunity to work for brands such as EE (leading telco brand in the UK), Nestl\u00e9, Heineken global, Samsung, and Sky. Prior to joining VCCP Spain, he worked in London in strategic management positions at Publicis \u2022 Poke, Engine Group, and The Mill. His work has been recognised by awards such as WARC, The Drum, BIMA, The Lovie Awards, and YouTube Works for Brands for 'Best Long-Term Effectiveness \u201d. He has a degree in Advertising and Public Relations from the University of Navarra, a diploma in Digital Media from Hyper Island Stockholm and has completed several strategic training programs at the London APG.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"107FPT\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-107FPT\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22Eliana-Cantonati-AVATAR-OK-2021-1%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:9748,%22link%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/es-es\/sobre-nosotros\/attachment\/eliana-cantonati-avatar-ok-2021-1%22,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/Eliana-Cantonati-AVATAR-OK-2021-1.png%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/Eliana-Cantonati-AVATAR-OK-2021-1-150x150.png%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:300,%22width%22:300,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/Eliana-Cantonati-AVATAR-OK-2021-1-300x300.png%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:640,%22width%22:640,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/Eliana-Cantonati-AVATAR-OK-2021-1-1024x1024.png%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/Eliana-Cantonati-AVATAR-OK-2021-1.png%22,%22height%22:2000,%22width%22:2000,%22orientation%22:%22landscape%22%7D%7D%7D\",\"image-right-aligned\":true,\"image-border-bottom\":true,\"title\":\"Eliana Cantonati\",\"sub-title\":\"Head of Account Services \\u0026amp; Head of Girl\\u0026amp;Bear Spain\",\"text\":\"\\u003cp\\u003eEliana Cantonati joined VCCP Spain as Client Services Director in 2019\u00a0\\u003cspan class=\\u0022il\\u0022\\u003eand\\u003c\/span\\u003e\u00a0was promoted to Head of Account Services at VCCP Spain in 2023. She has previously worked at agencies such as VML, PS21,\u00a0\\u003cspan class=\\u0022il\\u0022\\u003eand\\u003c\/span\\u003e\u00a0Yslandia,\u00a0\\u003cspan class=\\u0022il\\u0022\\u003eand\\u003c\/span\\u003e\u00a0for high-profile clients such as Grupo Mahou San Miguel, Telef\u00f3nica, Netflix, Warner Bros, PepsiCo, Casa Tarradellas, Merck Group,\u00a0\\u003cspan class=\\u0022il\\u0022\\u003eand\\u003c\/span\\u003e\u00a0DIA. Throughout her career, she has worked on both national\u00a0\\u003cspan class=\\u0022il\\u0022\\u003eand\\u003c\/span\\u003e\u00a0international projects, developing her expertise in areas such as trade marketing, digital marketing, traditional advertising,\u00a0\\u003cspan class=\\u0022il\\u0022\\u003eand\\u003c\/span\\u003e\u00a0experiential marketing.\\u003c\/p\\u003e\",\"blockId\":\"ZhNO62\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-ZhNO62\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22Carlota%20Arriols%22,%22title%22:%22CARLOTA%20ARRIOLS%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:9741,%22link%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/people\/carlota-arriols\/attachment\/carlota-v2%22,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/CARLOTA-V2.png%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/CARLOTA-V2-150x150.png%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:300,%22width%22:300,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/CARLOTA-V2-300x300.png%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:640,%22width%22:640,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/CARLOTA-V2-1024x1024.png%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/CARLOTA-V2.png%22,%22height%22:3544,%22width%22:3544,%22orientation%22:%22landscape%22%7D%7D%7D\",\"image-border-bottom\":true,\"title\":\"Carlota Arriols\",\"sub-title\":\"Client Service Director\",\"text\":\"\\u003cp\\u003eCarlota started her professional career more than 9 years ago at MCCann Erickson Madrid after winning the first 'Creatividad en Vivo' award. Here she had the opportunity to learn how to manage a brand such as Repsol YPF. Later, she spent almost two years at PS21 (formerly dommo) as Brand Manager, working for clients such as Shiseido, Nars, Buckler 0'0 or Ikea. Since 2013 she has been part of the VCCP team and has had the good fortune to continue developing her career with major clients such as Pl\u00e1tano de Canarias, Nike, Worten, Alsa and Grupo Liberty Seguros. She has a degree in Advertising and Public Relations from the Universidad Complutense de Madrid.\\u003c\/p\\u003e\",\"blockId\":\"garl4\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-garl4\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-inline-image-button {\"image-768x768\":\"%7B%22alt%22:%22%22,%22title%22:%22LUIS-V2%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:9749,%22link%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/es-es\/sobre-nosotros\/attachment\/luis-v2%22,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/LUIS-V2.png%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/LUIS-V2-150x150.png%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:300,%22width%22:300,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/LUIS-V2-300x300.png%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:640,%22width%22:640,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/LUIS-V2-1024x1024.png%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2023\/02\/LUIS-V2.png%22,%22height%22:3544,%22width%22:3544,%22orientation%22:%22landscape%22%7D%7D%7D\",\"image-right-aligned\":true,\"image-border-bottom\":true,\"title\":\"Luis Alberto L\u00f3pez\",\"sub-title\":\"Head of Digital\",\"text\":\"\\u003cp\\u003eLuis Alberto has an Engineering degree from the Polytechnic University in Madrid and has studies in Business Administration and Management from the UOC. He also brings training and experience in Project \\u0026amp; Operations Management and Specialization in Digital Marketing.\\u003c\/p\\u003e\\n\\u003cp\\u003eBefore holding the position of Head of Digital at VCCP, he has been Digital Global Account Manager and Digital Project Manager at Lola MullenLowe and at DDB \/ C14torce.\\u003c\/p\\u003e\",\"blockId\":\"Zss9tm\",\"blockUniqueClass\":\"lazyblock-two-column-text-inline-image-button-Zss9tm\"} \/-->","post_title":"Our vision","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"about-us","to_ping":"","pinged":"","post_modified":"2024-11-27 17:10:24","post_modified_gmt":"2024-11-27 17:10:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/madrid\/?page_id=598","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":212,"post_author":"5","post_date":"2020-06-15 22:26:43","post_date_gmt":"2020-06-15 21:26:43","post_content":"","post_title":"Work","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"work","to_ping":"","pinged":"","post_modified":"2025-03-19 14:44:18","post_modified_gmt":"2025-03-19 14:44:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/madrid\/?page_id=212","menu_order":1,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"featured_posts":[{"post":{"ID":10130,"post_author":"23","post_date":"2025-12-10 16:33:36","post_date_gmt":"2025-12-10 16:33:36","post_content":"<!-- wp:lazyblock\/quote-full-width {\"quote\":\"VCCP is @ADWEEK\u2019s International Agency of the Year!\",\"blockId\":\"1FT0jo\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1FT0jo\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003eA brilliant day to be part of VCCP, as \\u003cstrong\\u003eADWEEK crowns us International Agency of the Year. \\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThis recognition, a first for us, is a testament to the way we bring the VCCP challenger spirit to each partner we work with, and evidence that our mantra of \u2018\\u003cem\\u003eit only works when it all works\\u003c\/em\\u003e\u2019 guides us to relentlessly raise the bar, delivering greater relevance and value.\\u003c\/p\\u003e\",\"blockId\":\"ZX3lq6\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZX3lq6\"} \/-->\n\n<!-- wp:image {\"id\":10133,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2025\/12\/VCCP-School-Photo-Annotated-Version-1024x576.png\" alt=\"\" class=\"wp-image-10133\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003eThis recognition reflects a truly pivotal 12 months for the VCCP Group, marked by expanded scale, over 80 new global accounts, and award-winning creative excellence for our clients.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eWe know that challenging convention unlocks true value. This recognition demonstrates the impact of our 'one roof' model and expertise across all media disciplines.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003ca href=\\u0022https:\/\/www.adweek.com\/agencies\/vccp-adweek-2025-international-agency-of-the-year\/\\u0022\\u003ehttps:\/\/www.adweek.com\/agencies\/vccp-adweek-2025-international-agency-of-the-year\/\\u003c\/a\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Znh3hz\",\"blockUniqueClass\":\"lazyblock-text-full-width-Znh3hz\"} \/-->","post_title":"WE'RE ADWEEK'S INTERNATIONAL AGENCY OF THE YEAR","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"were-adweeks-international-agency-of-the-year","to_ping":"","pinged":"","post_modified":"2025-12-10 16:40:54","post_modified_gmt":"2025-12-10 16:40:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/spain\/?post_type=news&#038;p=10130","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":10125,"post_author":"23","post_date":"2025-12-04 16:18:57","post_date_gmt":"2025-12-04 16:18:57","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022 data-start=\\u002295\\u0022 data-end=\\u0022345\\u0022\\u003e\\u003cstrong data-start=\\u002295\\u0022 data-end=\\u0022345\\u0022\\u003eVCCP strengthens its commitment to growth, creativity and excellence in client service by incorporating new talent into its Account Management, Creative and Social Media departments \u2014 with a strategic and dynamic focus on the digital environment.\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022 data-start=\\u0022347\\u0022 data-end=\\u0022656\\u0022\\u003eJoining the Account Management department is \\u003cstrong data-start=\\u0022392\\u0022 data-end=\\u0022429\\u0022\\u003eMarina Barry as Account Executive\\u003c\/strong\\u003e. Marina completed an Account Executive Course at The Atomic Garden, where she had the opportunity to explore different areas of marketing, from social media management to customer service and the creation of graphic materials.\\u003c\/p\\u003e\",\"blockId\":\"BqX57\",\"blockUniqueClass\":\"lazyblock-text-full-width-BqX57\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Marina has demonstrated a remarkable ability to manage international clients with confidence and rigour. We particularly value her professionalism, her proactive attitude and her eagerness to take on increasing responsibilities. She is developing very quickly within the team, and her contribution is felt in our day-to-day work.\",\"quotee\":\"Eliana Cantonati, Head of Account Services at VCCP Spain and Head of Girl\\u0026amp;Bear Spain\",\"blockId\":\"Z1CvAQF\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1CvAQF\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022 data-start=\\u00221091\\u0022 data-end=\\u00221322\\u0022\\u003eMeanwhile, the Creative department welcomes \\u003cstrong data-start=\\u00221135\\u0022 data-end=\\u00221170\\u0022\\u003eIsabel Barahona as Art Director\\u003c\/strong\\u003e and \\u003cstrong data-start=\\u00221175\\u0022 data-end=\\u00221205\\u0022\\u003eAnxea Garc\u00eda as Copywriter\\u003c\/strong\\u003e. Both will be part of \\u003cstrong data-start=\\u00221228\\u0022 data-end=\\u00221247\\u0022\\u003eJes\u00fas Mellado\u2019s\\u003c\/strong\\u003e team, bringing their talent to the brands they are currently working with.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022 data-start=\\u00221324\\u0022 data-end=\\u00221522\\u0022\\u003eIsabel studied a Master\u2019s in Creativity at Brother Madrid and, during her two-year professional career, has worked for brands such as Forus Gyms, the Spanish Association Against Cancer, and Disney+.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022 data-start=\\u00221524\\u0022 data-end=\\u00222069\\u0022\\u003eAfter moving to Madrid to study the Master\u2019s in Advertising Creativity at The Atomic Garden, \\u003cstrong data-start=\\u00221617\\u0022 data-end=\\u00221626\\u0022\\u003eAnxea\\u003c\/strong\\u003e took part in the \\u003cem data-start=\\u00221644\\u0022 data-end=\\u00221657\\u0022\\u003eAtomic Fest\\u003c\/em\\u003e competition and was awarded the scholarship for Best Creative Project. After completing her studies, she joined the agency Yslandia, where she worked for clients including Popeyes, Cervezas Alhambra, Fundaci\u00f3n Telef\u00f3nica and Total Energies, among others. Over the past few years, her talent has been recognised at festivals such as \\u003cem data-start=\\u00221990\\u0022 data-end=\\u00222018\\u0022\\u003eJ\u00f3venes Creativos del CdeC\\u003c\/em\\u003e and \\u003cem data-start=\\u00222023\\u0022 data-end=\\u00222040\\u0022\\u003eNuevos Talentos\\u003c\/em\\u003e at \\u003cem data-start=\\u00222044\\u0022 data-end=\\u00222068\\u0022\\u003eEl Ojo de Iberoam\u00e9rica\\u003c\/em\\u003e.\\u003c\/p\\u003e\",\"blockId\":\"VfDGi\",\"blockUniqueClass\":\"lazyblock-text-full-width-VfDGi\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"The addition of Isabel and Anxea strengthens the team where it matters most: in our ability to generate ideas and execute them with quality. Their arrival brings new perspectives and freshness that always add value to the agency\u2019s day-to-day.\",\"quotee\":\"Jes\u00fas Mellado, Creative Director at VCCP Spain and Head of Content \\u0026amp; Design at Girl\\u0026amp;Bear\",\"blockId\":\"Z1X4lSx\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1X4lSx\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022 data-start=\\u00222423\\u0022 data-end=\\u00223039\\u0022\\u003eFinally, \\u003cstrong data-start=\\u00222432\\u0022 data-end=\\u00222448\\u0022\\u003eSof\u00eda Rivera\\u003c\/strong\\u003e joins the Social Media department as \\u003cstrong data-start=\\u00222486\\u0022 data-end=\\u00222512\\u0022\\u003eSocial Media Executive\\u003c\/strong\\u003e, bringing her creative vision and passion for digital communication. She is driven by exploring new formats and connecting authentically with audiences. A graduate in Corporate and Advertising Communication from Complutense University of Madrid, she began her career at FuelYourBrands, discovering the world of influencer marketing. She has also worked as a UGC content creator for beauty, lifestyle and fashion brands, collaborating on campaigns and product launches for companies such as Miravia, Hunkem\u00f6ller and Matchaflix.\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00223041\\u0022 data-end=\\u00223467\\u0022\\u003e\u00a0\\u003c\/p\\u003e\",\"blockId\":\"U635A\",\"blockUniqueClass\":\"lazyblock-text-full-width-U635A\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Sof\u00eda has an instinctive understanding of how social networks operate at a time when they are becoming less \u2018social\u2019 and more entertainment-driven. Her experience as a content creator gives her a strong command of native digital language, clearly reflected in her work. I am convinced that her talent and energy will be a great asset to the team.\",\"quotee\":\"\u00c1lvaro Ojeda, CSO VCCP Spain \\u0026amp; International Head of Strategy\",\"blockId\":\"Og22C\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Og22C\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->","post_title":"VCCP reinforces its Account, Creative and Social Media teams","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-refuerza-sus-departamentos-de-cuentas-creatividad-y-social-media","to_ping":"","pinged":"","post_modified":"2025-12-04 16:25:13","post_modified_gmt":"2025-12-04 16:25:13","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/spain\/?post_type=news&#038;p=10125","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":9989,"post_author":"23","post_date":"2024-11-25 11:24:38","post_date_gmt":"2024-11-25 11:24:38","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eIn its quest to solidify its position as Europe\u2019s leading Spanish beer, San Miguel has launched an innovative campaign in the UK: \\u003cstrong\\u003e\u201cSummer Saving Time\u201d\\u003c\/strong\\u003e. Developed in collaboration with \\u003cstrong\\u003eVCCP Spain\\u003c\/strong\\u003e, this initiative aims to \\u0022gift\\u0022 Londoners an extra hour and a half of sunlight, capturing the warm and vibrant essence of Spanish culture and bringing it directly to the heart of London.\\u003c\/p\\u003e\",\"blockId\":\"Z1fvuxe\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1fvuxe\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":9992,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2024\/11\/San-Miguel-112-Tabernacle-Final-03_MURAL_DAYTIME_14-1024x512.jpg\" alt=\"\" class=\"wp-image-9992\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/two-column-side-by-side-text-inline-image-button {\"items\":\"%5B%7B%22text%22:%22%3Cp%3EThe%20campaign%20centers%20around%20a%20spectacular%20artistic%20intervention%20on%20Europe%E2%80%99s%20largest%20advertising%20mural,%20located%20in%20the%20iconic%20Shoreditch%20district.%20This%20mural,%20designed%20by%20renowned%20Spanish%20artist%20%3Cstrong%3EAsis%20Percales%3C\/strong%3E%20and%20executed%20by%20%3Cstrong%3EGlobal%20Street%20Art%3C\/strong%3E,%20transforms%20the%20urban%20space%20into%20a%20vibrant%20tribute%20to%20the%20warmth%20and%20vitality%20of%20Spain.%20Additionally,%20the%20mural%20will%20feature%20a%20dazzling%20daily%20light%20show%20from%20October%2024th%20to%20November%203rd,%20lighting%20up%20the%20streets%20and%20uplifting%20spirits%20as%20daylight%20hours%20shorten.%3C\/p%3E%22%7D,%7B%22text%22:%22%3Cp%3EThis%20comprehensive%20campaign%20strategy%20includes%20multiple%20elements:%3C\/p%3E%5Cn%3Cul%3E%5Cn%3Cli%3E%3Cstrong%3EDigital%20campaign%3C\/strong%3E%20developed%20with%20%3Cstrong%3EZenith%20Media%3C\/strong%3E,%20designed%20to%20amplify%20the%20reach%20of%20the%20message.%3C\/li%3E%5Cn%3Cli%3E%3Cstrong%3ECollaborations%20with%20local%20influencers%3C\/strong%3E,%20managed%20by%20the%20PR%20and%20communication%20agency%20%3Cstrong%3EHeadland%3C\/strong%3E,%20creating%20direct%20connections%20with%20British%20consumers.%3C\/li%3E%5Cn%3Cli%3E%3Cstrong%3EPoint-of-sale%20promotions%3C\/strong%3E%20through%20cashback%20activations,%20encouraging%20direct%20interaction%20with%20the%20brand.%3C\/li%3E%5Cn%3C\/ul%3E%22%7D%5D\",\"blockId\":\"ZM9nEU\",\"blockUniqueClass\":\"lazyblock-two-column-side-by-side-text-inline-image-button-ZM9nEU\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":9993,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2024\/11\/Captura-de-Pantalla-2024-11-25-a-las-12.16.00-1024x462.png\" alt=\"\" class=\"wp-image-9993\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eAdditionally, a dynamic platform (\\u003cstrong\\u003e\\u003ca href=\\u0022http:\/\/www.seekingthespanishsunshine.co.uk\\u0022\\u003ewww.seekingthespanishsunshine.co.uk\\u003c\/a\\u003e\\u003c\/strong\\u003e) was created to complement the campaign's central concept. The website features two interactive modes: when the mural is illuminated in real-time, the site appears in vibrant colors; when it\u2019s not lit, the site shifts to black and white, maintaining a visual and emotional connection with the artistic intervention.\\u003c\/p\\u003e\",\"blockId\":\"Z1L2clf\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1L2clf\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":9994,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2024\/11\/San-Miguel-112-Tabernacle-Final-03_MURAL_NIGHT-TIME_23-1024x512.jpg\" alt=\"\" class=\"wp-image-9994\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eThe \\u003cstrong\\u003e\u201cSummer Saving Time\u201d\\u003c\/strong\\u003e campaign, part of San Miguel\u2019s global strategy \\u003cstrong\\u003e\u201cHere\u2019s to the Seekers\u201d\\u003c\/strong\\u003e, reflects the brand\u2019s and \\u003cstrong\\u003eVCCP Spain\u2019s\\u003c\/strong\\u003e commitment to delivering meaningful experiences that resonate with their consumers. This ambitious project not only strengthens San Miguel\u2019s identity as a global cultural icon but also demonstrates the power of creativity to transform spaces and connect with emotions.\\u003c\/p\\u003e\\n\\u003cp\\u003eFrom the spectacular large-scale mural to the digital and PR initiatives, every element of the campaign works in harmony to transport Londoners to the warm essence of Spain, reminding them there\u2019s always a way to enjoy a little more sunshine.\\u003c\/p\\u003e\",\"blockId\":\"Z9ijfv\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z9ijfv\"} \/-->","post_title":"Bringing the Spanish Sun to London","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"san-miguel-regala-una-hora-y-media-de-sol-a-los-londinenses","to_ping":"","pinged":"","post_modified":"2024-11-25 11:29:33","post_modified_gmt":"2024-11-25 11:29:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/madrid\/?post_type=work&#038;p=9989","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":10031,"post_author":"23","post_date":"2025-03-11 18:46:19","post_date_gmt":"2025-03-11 18:46:19","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp data-start=\\u0022469\\u0022 data-end=\\u0022813\\u0022\\u003eVCCP Madrid has been selected as the creative agency for \\u003cstrong data-start=\\u0022525\\u0022 data-end=\\u0022540\\u0022\\u003eDONTE GROUP\\u003c\/strong\\u003e, Spain\u2019s leading oral health and dental care group. After a competitive pitch involving several agencies, VCCP will take on the creative strategy for \\u003cstrong data-start=\\u0022691\\u0022 data-end=\\u0022732\\u0022\\u003eVitaldent, Smysecret, Moonz, and MAEX\\u003c\/strong\\u003e, aiming to strengthen their positioning and optimise traffic to their clinics.\\u003c\/p\\u003e\\n\\u003cp data-start=\\u0022815\\u0022 data-end=\\u00221017\\u0022\\u003eThe partnership focuses on integrating communications consistently across all media, channels, and platforms throughout the conversion funnel, ensuring greater visibility and engagement with patients.\\u003c\/p\\u003e\",\"blockId\":\"1ydL1e\",\"blockUniqueClass\":\"lazyblock-text-full-width-1ydL1e\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22IMAGEN_WEB_VCCP_VITALDENT_1920x960%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:10036,%22link%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/es-es\/noticias\/2025\/mar\/vccp-spain-se-convierte-en-la-agencia-creativa-de-donte-group\/attachment\/imagen_web_vccp_vitaldent_1920x960%22,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2025\/03\/IMAGEN_WEB_VCCP_VITALDENT_1920x960.png%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2025\/03\/IMAGEN_WEB_VCCP_VITALDENT_1920x960-150x150.png%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:150,%22width%22:300,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2025\/03\/IMAGEN_WEB_VCCP_VITALDENT_1920x960-300x150.png%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:320,%22width%22:640,%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2025\/03\/IMAGEN_WEB_VCCP_VITALDENT_1920x960-1024x512.png%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/vccp-dev.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2025\/03\/IMAGEN_WEB_VCCP_VITALDENT_1920x960.png%22,%22height%22:960,%22width%22:1920,%22orientation%22:%22landscape%22%7D%7D%7D%7D%5D\",\"blockId\":\"2bEiRW\",\"blockUniqueClass\":\"lazyblock-carousel-2bEiRW\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp data-start=\\u00221019\\u0022 data-end=\\u00221389\\u0022\\u003eAccording to \\u003cstrong data-start=\\u00221032\\u0022 data-end=\\u00221054\\u0022\\u003eGonzalo Echavarr\u00eda\\u003c\/strong\\u003e, Marketing and Portfolio Director at DONTE GROUP, \\u003cem data-start=\\u00221105\\u0022 data-end=\\u00221387\\u0022\\u003e\\u0022VCCP has demonstrated a deep understanding of our business challenges from the outset, both in terms of brand building and driving visits to our clinics. We are confident that their expertise will help us consolidate our position as the leading name in oral healthcare in Spain.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00221391\\u0022 data-end=\\u00221703\\u0022\\u003eMeanwhile, \\u003cstrong data-start=\\u00221402\\u0022 data-end=\\u00221417\\u0022\\u003eJavier Suso\\u003c\/strong\\u003e, CEO of VCCP Madrid, highlighted the significance of this account: \\u003cem data-start=\\u00221484\\u0022 data-end=\\u00221701\\u0022\\u003e\\u0022We are thrilled to begin working with the leading oral healthcare group in Spain. At VCCP, we see brand building as a means to optimise investment results sustainably over time, a vision we share with DONTE GROUP.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00221705\\u0022 data-end=\\u00221991\\u0022\\u003eThe agency is already working on its first campaign for \\u003cstrong data-start=\\u00221761\\u0022 data-end=\\u00221788\\u0022\\u003eVitaldent and Smysecret\\u003c\/strong\\u003e, which is set to launch in the coming weeks. Additionally, \\u003cstrong data-start=\\u00221848\\u0022 data-end=\\u00221867\\u0022\\u003eGirl\\u0026amp;Bear Spain\\u003c\/strong\\u003e, VCCP\u2019s creative production studio, will be responsible for adapting creative assets across the brand\u2019s various channels.\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00221993\\u0022 data-end=\\u00222141\\u0022\\u003eWith this new partnership, VCCP strengthens its presence in the healthcare sector, adding one of Spain\u2019s most prestigious brands to its portfolio.\\u003c\/p\\u003e\",\"blockId\":\"1bQ5lH\",\"blockUniqueClass\":\"lazyblock-text-full-width-1bQ5lH\"} \/-->","post_title":"VCCP wins the Vitaldent account","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-spain-becomes-the-creative-agency-for-vitaldent","to_ping":"","pinged":"","post_modified":"2025-03-12 09:44:27","post_modified_gmt":"2025-03-12 09:44:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/madrid\/?post_type=news&#038;p=10031","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":10150,"post_author":"23","post_date":"2026-02-02 09:15:09","post_date_gmt":"2026-02-02 09:15:09","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp data-start=\\u0022295\\u0022 data-end=\\u0022637\\u0022\\u003eThe start of the year is a time filled with decisions, expectations and, often, noise and uncertainty. In this context, \\u003cstrong data-start=\\u0022415\\u0022 data-end=\\u0022421\\u0022\\u003eO2\\u003c\/strong\\u003e faced the challenge of reconnecting with consumers from a truly distinctive territory: reminding them that choosing the right fibre and mobile provider can mean one less thing to worry about in their everyday lives.\\u003c\/p\\u003e\\n\\u003cp data-start=\\u0022639\\u0022 data-end=\\u0022909\\u0022\\u003eThe challenge was to reinforce O2\u2019s value proposition \u2014 market-leading connectivity, high-quality service and competitive pricing \u2014 without resorting to aggressive messaging or over-promising, while staying true to the brand\u2019s essence: calm, honest and customer-focused.\\u003c\/p\\u003e\",\"blockId\":\"2pECJ8\",\"blockUniqueClass\":\"lazyblock-text-full-width-2pECJ8\"} \/-->\n\n<!-- wp:image {\"id\":10153,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/02\/IMAGEN-1-1024x512.png\" alt=\"\" class=\"wp-image-10153\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp data-start=\\u0022954\\u0022 data-end=\\u00221289\\u0022\\u003eIn collaboration with \\u003cstrong data-start=\\u0022976\\u0022 data-end=\\u0022984\\u0022\\u003eVCCP\\u003c\/strong\\u003e, O2 launches a new campaign centred on the satisfaction that comes from making the right decision. Once again, the brand\u2019s iconic Blue Bear takes centre stage \u2014 this time enjoying a relaxed bike ride through the city, free from the stress and concerns typically associated with the beginning of the year.\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00221291\\u0022 data-end=\\u00221578\\u0022\\u003eThe campaign builds a calm, friendly and optimistic visual and narrative universe, enhanced by the choice of the classic track \\u003cem data-start=\\u00221418\\u0022 data-end=\\u00221455\\u0022\\u003e\u201cRaindrops Keep Fallin\u2019 on My Head\u201d\\u003c\/em\\u003e by B. J. Thomas. Together, image and sound convey that almost magical feeling that appears when we know we\u2019ve chosen well.\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00221580\\u0022 data-end=\\u00221797\\u0022\\u003eThe campaign is rolled out across a fully integrated media plan, including TV spots in multiple formats, digital and display assets, social media, digital and large-format outdoor, radio and special media activations.\\u003c\/p\\u003e\",\"blockId\":\"Z2bLIQ9\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2bLIQ9\"} \/-->\n\n<!-- wp:image {\"id\":10154,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/02\/IMAGEN-3-1024x512.png\" alt=\"\" class=\"wp-image-10154\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp data-start=\\u00221841\\u0022 data-end=\\u00222120\\u0022\\u003eThe campaign strengthens the consistency and solidity of O2\u2019s positioning, consolidating a distinctive space within a highly competitive market. A message built around calm, trust and customer care \u2014 values that O2 has communicated consistently since entering the Spanish market.\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00222122\\u0022 data-end=\\u00222513\\u0022\\u003eFrom O2, the campaign is highlighted as a natural evolution of the brand\u2019s communication, reinforcing its core values without losing what defines it. From VCCP, the emphasis is placed on the power of conveying tranquillity and optimism in an increasingly chaotic environment. A memorable execution that proves that sometimes the most powerful way to stand out is through simplicity and calm.\\u003c\/p\\u003e\",\"blockId\":\"4AWKd\",\"blockUniqueClass\":\"lazyblock-text-full-width-4AWKd\"} \/-->\n\n<!-- wp:image {\"id\":10155,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/02\/IMAGEN-4-1024x512.png\" alt=\"\" class=\"wp-image-10155\" \/><\/figure>\n<!-- \/wp:image -->","post_title":"O2 kicks off 2026 by championing the peace of mind that comes from choosing well","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"o2-arranca-2026-apostando-por-la-tranquilidad-de-haber-elegido-bien","to_ping":"","pinged":"","post_modified":"2026-02-02 09:19:10","post_modified_gmt":"2026-02-02 09:19:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/spain\/?post_type=work&#038;p=10150","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":10009,"post_author":"23","post_date":"2025-01-24 11:30:26","post_date_gmt":"2025-01-24 11:30:26","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFollowing a competitive pitch that evaluated proposals from various agencies, VCCP has been selected by the Pernod Ricard group to collaborate with the iconic brand Seagram\u2019s. The agency will conceptualize and implement the brand\u2019s hospitality activation plan in Spain.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis assignment marks the beginning of the relationship between VCCP\u2019s Madrid office and Pernod Ricard, reinforcing VCCP\u2019s position as a leading creative agency by adding one of the most prestigious spirits brands to its portfolio.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAfter being awarded the account in November 2024, the agency has been working on conceptualizing and implementing Seagram\u2019s activation plan in Spain, which will roll out during 2025. This plan will bring the brand\u2019s value proposition and unique personality, embodied in the slogan \\u0022That's the New York Way,\\u0022 to life through brand activations.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDistributed by Pernod Ricard in Spain, Seagram\u2019s Gin is the market leader in its category. An authentically American premium gin with over 70 years of history.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eLaura Judit Rodr\u00edguez\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, Brand Manager for Seagram\u2019s in Spain, comments:\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cVCCP captivated us with their creativity from the very first moment of a highly competitive pitch. At Seagram\u2019s, we are passionate about innovating and collaborating with diverse agencies to continue developing our brand platform, \u2018That's the New York Way.\u2019 We couldn\u2019t have chosen a better partner.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe collaboration has been incredibly enriching, and we are confident that this relationship will be long-lasting. Lastly, we must highlight the significant role of our procurement department throughout the process, led by Iliana Rodr\u00edguez, marketing procurement expert at Pernod Ricard Spain.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJavier Suso\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, CEO of VCCP Spain, highlights the importance of this account for VCCP:\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cbr \/\\u003e\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cAt VCCP, we are very excited to join the Seagram\u2019s team, a brand that has achieved leadership in its category in Spain through excellent work. We are confident that this marks the beginning of a long and successful relationship, both with Seagram\u2019s and the Pernod Ricard group, based on innovation and creative excellence.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSeagram\u2019s Gin is a classic with character\u2014dry and straightforward, with a pale color, herbal aroma, citrus notes, and a smooth flavor. It is a timeless gin aimed at people who know what they want and how to get it. It speaks to cosmopolitan spirits who seek and enjoy a quality drink without pretense. A gin for all lovers of modern elegance. Authentically original and perfect, not defined by time but tied to a specific place: New York.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFollowing a competition in which proposals from different agencies were evaluated, VCCP has been selected by the Pernod Ricard Group to collaborate with the iconic Seagram's brand on the ideation and implementation of the brand's on-trade activation plan in Spain.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis assignment, which marks the beginning of the relationship between VCCP's Madrid office and the Pernod Ricard group, reinforces VCCP's position as one of the creative agencies of reference, adding to its portfolio one of the most prestigious brands in the spirits sector.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFollowing the assignment of this project in November 2024, the agency has been working on the ideation and implementation of the Seagram's activation plan in Spain, which will be launched in 2025. This plan will convey the brand's value proposition and personality, embodied in the claim \u201cThat's the New York Way,\u201d through brand activations.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDistributed by Pernod Ricard in Spain, Seagram's Gin is the leading gin brand in terms of market share. An authentically American premium gin, with more than 70 years of history.\u00a0\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLaura Judit Rodr\u00edguez, Seagram's Brand Manager in Spain comments: \u201cVCCP captivated us with its creativity from the very first moment of a highly competitive pitch. At Seagram's, we are passionate about innovating and collaborating with diverse agencies to further develop our brand platform, That's the New York Way. We couldn't have chosen a better partner.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJavier Suso, CEO of VCCP in Spain, highlights the relevance of this account for VCCP: \u201cAt VCCP we are very excited to collaborate with the Seagram's team, a brand that has achieved leadership in its category in Spain by doing an excellent job\u201d.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSeagram's Gin is a classic with personality, dry and without artifice, with a pale color, herbal aroma with citrus notes and a smooth taste. It is a timeless gin aimed at people who know what they want and how to get it. Cosmopolitan spirits who seek and enjoy a good drink without artifice. A gin aimed at all lovers of modern elegance. An authentically original and perfect gin, with no definite time, but with a specific space: New York.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"FhuKh\",\"blockUniqueClass\":\"lazyblock-text-full-width-FhuKh\"} \/-->","post_title":"VCCP starts working on a project for Seagram's","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-comienza-a-trabajar-para-seagrams","to_ping":"","pinged":"","post_modified":"2025-02-04 16:28:02","post_modified_gmt":"2025-02-04 16:28:02","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/madrid\/?post_type=news&#038;p=10009","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":9942,"post_author":"23","post_date":"2024-04-08 15:32:54","post_date_gmt":"2024-04-08 14:32:54","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eVCCP continues to strengthen its Social Media and Creativity team with the incorporation of Ra\u00fal Garc\u00eda as Social Media Strategist.\\u003c\/p\\u003e\\n\\u003cp\\u003eRa\u00fal began his professional career after an excellent academic background at IE University and University of Leeds. The man from Segovia has 6 years of experience in social media management and strategy, working for leading brands in the logistics and messaging, automotive, restaurant, or digitalization sectors.\\u003c\/p\\u003e\\n\\u003cp\\u003eAfter specializing through a master's degree in advertising creativity, Ra\u00fal defines himself as a multidisciplinary professional within the world of communication. His strategic vision in social networks, as well as his passion for advertising, have opened the doors of VCCP to develop his full potential within the area of Social Media, where networks and creativity go hand in hand.\\u003c\/p\\u003e\",\"blockId\":\"QpWlM\",\"blockUniqueClass\":\"lazyblock-text-full-width-QpWlM\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"I am very excited and grateful for the opportunity to join the VCCP team. As a digital native and passionate about creativity, I firmly believe in social networks as a means to develop brand strategies and identity, as well as promote creative ideas. I am passionate about challenges and I am looking forward to contributing to the success of VCCP Spain and its clients\",\"quotee\":\"Ra\u00fal Garc\u00eda, Social Media Strategist\",\"blockId\":\"mUMNs\",\"blockUniqueClass\":\"lazyblock-quote-full-width-mUMNs\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eFor \u00c1lvaro Ojeda, Chief Strategy Officer of VCCP Spain: \\u0022Ra\u00fal is passionate about social media and brings great experience in both the strategic and creative aspects. A Swiss army knife of networks, we are very happy to have him join the team. \\u0022.\\u003c\/p\\u003e\\n\\u003cp\\u003eFor Beto Nahmad, Executive Creative Director: \\u0022It is very difficult to find a profile like Ra\u00fal. He is a great communicator, he handles networks better than anyone and he is also a great guy. What more could we ask for? Welcome to the VCCP family.\\u003c\/p\\u003e\",\"blockId\":\"Z1B9mnG\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1B9mnG\"} \/-->","post_title":"VCCP strengthens its department of Social Media and Creativity","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-refuerza-su-departamento-de-social-media-y-creatividad","to_ping":"","pinged":"","post_modified":"2024-04-08 15:36:32","post_modified_gmt":"2024-04-08 14:36:32","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/madrid\/?post_type=news&#038;p=9942","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":10076,"post_author":"23","post_date":"2025-10-10 15:05:27","post_date_gmt":"2025-10-10 14:05:27","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eIn 2025, GBfoods chose VCCP as its new creative agency for Yatekomo in Spain. The challenge was clear: to revitalise the brand and connect with a new generation of younger consumers \u2014 bold, passionate, and deeply immersed in football and digital entertainment culture.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cbr data-start=\\u0022549\\u0022 data-end=\\u0022552\\u0022 \/\\u003eThe launch needed to capture Yatekomo\u2019s energy and convey the authenticity and character of a very special collaboration with \\u003cstrong data-start=\\u0022678\\u0022 data-end=\\u0022694\\u0022\\u003eLamine Yamal\\u003c\/strong\\u003e and his \\u003cstrong data-start=\\u0022703\\u0022 data-end=\\u0022719\\u0022\\u003eKings League\\u003c\/strong\\u003e team, \\u003cstrong data-start=\\u0022726\\u0022 data-end=\\u0022740\\u0022\\u003eLa Capital\\u003c\/strong\\u003e.\\u003c\/p\\u003e\",\"blockId\":\"Z1aMFoM\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1aMFoM\"} \/-->\n\n<!-- wp:image {\"id\":10085,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2025\/10\/YATEKOMO_IMAGEN-1-1-1024x512.png\" alt=\"\" class=\"wp-image-10085\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eVCCP responded with a \\u003cstrong data-start=\\u0022794\\u0022 data-end=\\u0022811\\u0022\\u003e360\u00ba campaign\\u003c\/strong\\u003e for the launch of \\u003cstrong data-start=\\u0022830\\u0022 data-end=\\u0022863\\u0022\\u003eYatekomo La Capital by Lamine\\u003c\/strong\\u003e, a \\u003cstrong data-start=\\u0022867\\u0022 data-end=\\u0022886\\u0022\\u003elimited edition\\u003c\/strong\\u003e featuring two new spicy flavours: \\u003cstrong data-start=\\u0022921\\u0022 data-end=\\u0022930\\u0022\\u003eFuego\\u003c\/strong\\u003e and \\u003cstrong data-start=\\u0022935\\u0022 data-end=\\u0022947\\u0022\\u003eInfierno\\u003c\/strong\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cbr data-start=\\u0022948\\u0022 data-end=\\u0022951\\u0022 \/\\u003eThe work combined product innovation with fresh and daring communication, creating a narrative that celebrates passion, play, and authenticity.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cbr data-start=\\u00221094\\u0022 data-end=\\u00221097\\u0022 \/\\u003eThe agency partnered closely with Yatekomo to deliver an integrated platform spanning \\u003cstrong data-start=\\u00221183\\u0022 data-end=\\u00221217\\u0022\\u003eTV, digital, and point of sale\\u003c\/strong\\u003e, featuring popular streamer and YouTuber \\u003cstrong data-start=\\u00221259\\u0022 data-end=\\u00221271\\u0022\\u003eLa Cobra\\u003c\/strong\\u003e, president of La Capital, further strengthening the connection with the Kings League universe and younger audiences.\\u003c\/p\\u003e\",\"blockId\":\"Z1DMWC7\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1DMWC7\"} \/-->\n\n<!-- wp:image {\"id\":10081,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2025\/10\/YATEKOMO_IMAGEN-2-1024x512.png\" alt=\"\" class=\"wp-image-10081\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eThe launch of Yatekomo La Capital by Lamine brought new energy to the category, attracting consumers eager for intense flavours and bold experiences.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cbr data-start=\\u00221566\\u0022 data-end=\\u00221569\\u0022 \/\\u003eThe collaboration between GBfoods and VCCP has become a true alliance built on strategic creativity, passion, and flawless execution.\\u003c\/p\\u003e\",\"blockId\":\"VeNPf\",\"blockUniqueClass\":\"lazyblock-text-full-width-VeNPf\"} \/-->\n\n<!-- wp:image {\"id\":10083,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2025\/10\/YATEKOMO_IMAGEN-5-1024x512.png\" alt=\"\" class=\"wp-image-10083\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"From the very beginning, VCCP completely understood what we wanted to communicate. They were fully committed at every stage, and that shows in the outcome \u2014 an impactful campaign that will help us connect with younger audiences.\",\"quotee\":\"Mireia Mulet, Marketing Director Spain at GBfoods\",\"blockId\":\"Z12hxgt\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z12hxgt\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eMeanwhile, \\u003cstrong data-start=\\u00222019\\u0022 data-end=\\u00222034\\u0022\\u003eBeto Nahmad\\u003c\/strong\\u003e, Executive Creative Director at VCCP, summed it up perfectly:\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00222101\\u0022 data-end=\\u00222178\\u0022\\u003e\u201cThis goes far beyond a campaign \u2014 it\u2019s teamwork in its most authentic form.\u201d\\u003c\/p\\u003e\",\"blockId\":\"Z23BJhM\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z23BJhM\"} \/-->\n\n<!-- wp:image {\"id\":10084,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/vccp-dev.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2025\/10\/YATEKOMO_IMAGEN-3-1024x512.png\" alt=\"\" class=\"wp-image-10084\" \/><\/figure>\n<!-- \/wp:image -->","post_title":"La Capital by Lamine, the brand's spiciest edition yet","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"la-capital-by-lamine-la-edicion-mas-picante-de-yatekomo","to_ping":"","pinged":"","post_modified":"2025-10-10 15:12:18","post_modified_gmt":"2025-10-10 14:12:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/vccp-dev.vccp.com\/spain\/?post_type=work&#038;p=10076","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"post":{"ID":9394,"post_author":"23","post_date":"2021-07-20 15:39:17","post_date_gmt":"2021-07-20 14:39:17","post_content":"<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"In the campaign \\u0022The trip to meet us\\u0022, three travelers of different profiles visit the main tourist sites in Castilla y Le\\u00f3n while their brain activity is measured.\\n\\nTo do this, they used a cap with 2,048 microsensors and a subjective camera, which collects their brain activity in real time when visiting each tourist spot.\\n\\nThanks to this project it was possible to show that the stimuli that generate the greatest positive emotional activation are those that are unknown and most surprising.\",\"blockId\":\"Z1zcSH8\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-Z1zcSH8\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-source%22:%22youtube%22,%22video-id%22:%22UEZYFNMzN0I%22%7D%5D\",\"blockId\":\"2t9FIO\",\"blockUniqueClass\":\"lazyblock-carousel-2t9FIO\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eThe Junta de Castilla y Le\\u00f3n has promoted an innovative neuromarketing project, called \\u0022The trip to meet us\\u0022 (elviajeparaconocernos.com), to claim the attractiveness of the wide range of experiences that all types of tourists can live in Castilla y Le\\u00f3n, something that makes this tourist destination unique.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn this project, devised by the creative agency VCCP Spain, the brain activity of three tourists of different profiles was measured for the first time in real time while visiting the main tourist enclaves of the 9 provinces of Castilla y Le\\u00f3n.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eFor this, an innovative cap was used that incorporates a front camera and an invisible mesh with 2,048 microsensors that collected the brain activity of tourists for four days, transforming it into data.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThanks to this technology, unique in the world, more than 48 hours of brain activity were analyzed, which has served to know the emotions that each tourist enclave aroused in each type of traveler, being able to know what it was that most attracted attention to each tourist and what were their true emotions during the trip.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThis campaign was starred by the chef, Fabi\\u00e1n Le\\u00f3n (@Fabianmasterchef), the traveler Sara Caballero (@lamochiladesara) and the adventurer David Castell\\u00f3 Fern\\u00e1ndez (@OceanLifeDC), who traveled 1,233 kilometers during 4 days of travel in which they visited the Market del Val, the Plaza Mayor, San Pablo, the Royal Palace and the Chancery in Valladolid; the aqueduct, the Hoces del Durat\\u00f3n and Sep\\u00falveda in Segovia; the R\\u00edo Lobos Canyon Natural Park and the San Bartolom\\u00e9 Chapel in Soria; a winery in Aranda de Duero, the Cathedral and the archaeological site of Atapuerca in Burgos; a section of the Camino de Santiago, Fr\\u00f3mista and the Canal de Castilla in Palencia; the cathedral, the walls and the Gaud\\u00ed Palace in Astorga, the Las M\\u00e9dulas World Heritage Site and the wet neighborhood, the San Marco Convent and the historic center of Le\\u00f3n; the region of Sanabria, with the castle and its impressive lake, a cruise on the Duero river in the town of Fermoselle in Zamora; the center, the Plaza Mayor and the University of Salamanca; the walls of \\u00c1vila. Likewise, in each visited town they were able to enjoy the typical gastronomy and oenology of each area of \\u200b\\u200bCastilla y Le\\u00f3n.\\u003c\\\/p\\u003e\",\"blockId\":\"KNhVx\",\"blockUniqueClass\":\"lazyblock-text-full-width-KNhVx\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_07%22,%22caption%22:%22%22,%22id%22:9396,%22link%22:%22https:\\\/\\\/vccp-dev.vccp.com\\\/madrid\\\/?attachment_id=9396%22,%22url%22:%22https:\\\/\\\/vccp-dev.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_07-scaled.jpg%22%7D\",\"blockId\":\"Z2dGN6I\",\"blockUniqueClass\":\"lazyblock-hero-Z2dGN6I\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"heading\":\"The analysis of the brain activity data of the three types of tourists that were the object of this study allowed us to draw numerous conclusions, among which the following stand out:\",\"text\":\"\\u003cp\\u003e1.- The stimuli that generate the greatest positive emotional activation are those unknown and most surprising for each person:\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The chef felt more emotional intensity in activities in nature: Lake Sanabria, Zamora and the experience in canoes in Hoces del Durat\\u00f3n, Segovia.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The traveler felt more emotional intensity in activities related to gastronomy: Tapas in the wet neighborhood of L\\u00e9on and pairing in Aranda de Duero.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The adventurer felt more emotional intensity in cultural activities: Archaeological site, Burgos Cathedral.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e2.- The most felt emotions were: optimism, amazement, enjoyment, surprise and curiosity.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e3.- All the destinations visited \\\/ activities carried out have evoked positive emotions in the participants. And 61% of those destinations visited \\\/ activities carried out have caused some of the participants a significant change in their emotional state, going from neutral or negative to positive.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The 5 moments of greatest emotional intensity were:\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Archaeological site of Atapuerca.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Hoces del R\\u00edo Durat\\u00f3n (canoe route).\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Wet neighborhood of Le\\u00f3n (tapas).\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Church of San Mart\\u00edn de Tours (Fr\\u00f3mista).\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Plaza Mayor of Salamanca.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e4.- The most intense emotions experienced in:\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Natural resources, calm and pleasure.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- In cultural resources, amazement and admiration.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- In gastronomic resources, satisfaction and pleasure.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e5.- 72% of the intense emotional experiences surprised the participants.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e6.- 68.2% of the peaks of positive emotional activation experienced in places \\\/ activities, cause a positive mood of more than forty minutes, 21.3% of more than 50 minutes and 10.5% of more than an hour.\\u003c\\\/p\\u003e\",\"blockId\":\"5vjum\",\"blockUniqueClass\":\"lazyblock-text-full-width-5vjum\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_02%22,%22caption%22:%22%22,%22id%22:9398,%22link%22:%22https:\\\/\\\/vccp-dev.vccp.com\\\/madrid\\\/?attachment_id=9398%22,%22url%22:%22https:\\\/\\\/vccp-dev.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_02-scaled.jpg%22%7D\",\"blockId\":\"Z1UmwA8\",\"blockUniqueClass\":\"lazyblock-hero-Z1UmwA8\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We have been able to see how corners of Castilla y Le\\u00f3n have totally changed the mood of the people who participated in the experiment. We can be proud to have measured the magic of a tourist destination for the first time in history. In this way we have scientifically demonstrated that Castilla y Le\\u00f3n is an attractive destination for different types of tourists, with different motivations \",\"quotee\":\"Jos\\u00e9 Ruiz Pardo, CEO and Director of Neurotechnology at Goli neuromarketing\",\"blockId\":\"Z1gD0zt\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1gD0zt\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_04%22,%22caption%22:%22%22,%22id%22:9399,%22link%22:%22https:\\\/\\\/vccp-dev.vccp.com\\\/madrid\\\/?attachment_id=9399%22,%22url%22:%22https:\\\/\\\/vccp-dev.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_04-scaled.jpg%22%7D\",\"blockId\":\"Z1KDLPw\",\"blockUniqueClass\":\"lazyblock-hero-Z1KDLPw\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"When technology and emotion are properly mixed, magical things can happen. It is a pleasure to share this project with everyone. Castilla y Le\\u00f3n is waiting for you. 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