Schedule:
June 11 – Lecture titled “How to Listen to Social Media Intelligently” by Leonardo Loureiro, Commercial Manager at QUANAM, a professional services firm specializing in information technology. He is a professor in the Master’s Program in Technology Business Management (ICT) at the School of Administration and Social Sciences. He is a columnist for Espectador Negocios. He served as vice president of the Uruguayan Chamber of Information Technology.
The speaker analyzed the information obtained through the widespread use of social media to understand people’s behavior and utilize that data as an opportunity to improve businesses, products, and the workplace environment.
July 8 – Lecture “Stirring Up a Storm on Social Media: Political Communication on Social Media” by Jorge Castrillón Castán, a specialist in communication, culture, and development. He has been part of the collective development of political communication strategies and tools that helped catalyze the 15M movement in Spain. He taught Social Media for Cultural Organizations in the Cultural Management Diploma Program at the University of the Republic. He served as a Research Analyst for the South-South Cooperation Program of the Ibero-American General Secretariat (SEGIB).
The speaker discussed social media as an essential tool not only for communication but also for political organization. He addressed the following questions: How does this impact manifest? What are its characteristics? In what ways has it gradually rendered traditional communication mechanisms obsolete?
August 12, 2014 “Digital Re-evolution” presented by Diego Lev, Creative Director at Notable Publicidad, and Raquel Oberlander, Creative and Digital Director at the same agency.
Mr. Lev has served as a judge for the Ojo de Iberoamérica, Effie Awards, Wave Festival, and Campana de Oro. He has been a speaker at the Complutense University of Madrid, the Circle of Advertising Creatives of Peru, Pecha Kucha, Playa Valley Uruguay, and Marketers Montevideo, among other forums.
Ms. Oberlander is the creator of the website mundobebe.com, which twice won the Pericom.uy award presented by ANTEL for the best Uruguayan website. She has been a member of the board of the Interactive Advertising Bureau (IAB) since its founding in Uruguay in 2008. She is the editor of the magazine Ser Familia published by the newspaper El País. Her work in advertising has won awards at Desachate, Campana de Oro, Effie, the Gramado Festival, FIAP, and the Ojo de Iberoamérica.
The speakers analyzed how the digital revolution has impacted marketing and advertising in recent times, the essential restructuring that agencies and companies have undergone, and the new structure of communication campaigns.