The School of Graduate and Continuing Education in Communication and Design at Universidad ORT Uruguay an open lecture titled“Innovation and Marketing: Cases That Conquered Markets”as part of the Master’s Program in Creativity, Innovation, and Communication.
The event brought together leading professionals and industry leaders who shared real-life experiences in which creativity and innovation redefined the relationship between brands, culture, and consumers.
Identikit: Fashion, Art, and Culture at the Solís Theater
The first project was presented by the team behind Identikit, an artistic initiative by Daniel Cassin developed in collaboration with Indutop and the GEN creative center.
The event combined fashion, dance, music, and visual arts in a unique production at the Solís Theater.
Brian Lubinski, an engineer and director at Indutop, explained:
We wanted to bring together art, fashion, and culture, and convey that we are not just product sellers, but designers and trendsetters.
For his part, Juan Ciapessoni, director of GEN, emphasized that “the strategy was to launch the‘Fashion Is an Art’platform in a genuine, honest way that would have a cultural impact, not only on the industry but also on everyone involved.”
Producer Catalina Lans added that, although the project required a significant financial investment,“you don’t need big budgets to make an impact andcreate cool things; in Uruguay, artists are used to making the most of their resources, and that’s an asset worth capitalizing on.”
MiAuto Santander: Innovation in the Automotive Market
The second case study analyzed was MiAuto Santander, the product that revolutionized car financing in Uruguay. The presentation was given by Alejandro Sellanes, M.A., and Juan J. Piazze, MBA, who led the initiative.
Both explained how an internal innovation process enabled the company to transition from a traditional lending model to a disruptive solution focused on customers’ actual needs and the in-store shopping experience.
Alejandro Sellanes emphasized the importance of speed in these processes:
Time to market is key; if we don't solve a customer's problem quickly, someone else will.
For his part, Juan J. Piazze emphasized the paradigm shift: “Customers don’t want a loan; they want a car. That’s why we brought the product to where the business happens: the dealership.”
A space for collective learning
The class was led by Mariana Sanguinetti, who teaches the course " Marketing of Innovation."
We place a strong emphasis on brand building, grounded in a solid foundation that allows us to expand our reach and meet the needs of an increasingly discerning consumer.
The meeting made it clear that innovation—whether in the arts or in banking— requires strategic vision, cultural openness, and the ability to execute in order to connect with diverse audiences and break into new markets.
Learn about the Master's in Creativity, Innovation, and Communication