Throughout the session, you will have the opportunity to learn more about how to better manage your brand and your communication strategy in the middle of a global pandemic. Nowadays everything is uncertain, but brands and their communication must be stronger than ever to maintain their coherence and consistency. We can extract some lessons to be more efficient in our communications and engage emotionally with our audiences. We must realize that there is also an opportunity for those who want to reposition themselves. “In times of crisis, only imagination is more important than knowledge" (Albert Einstein).

Cistina Vicedo, is the Academic Director for the Master in Corporate & Marketing Communication and an associate professor at IE. She gives lectures about branding & communication. Professor Vicedo is the General Manager of FutureBrand Madrid, the Brand consultancy of McCann Worldgroup, since 2012 and now she has founded her own Branding and Communication Agency called Sincerely. After obtaining her B.A. in Law, from Universidad Complutense de Madrid, she started in 1986 as a consultant for the Finance Ministry which led her into an MBA at the CEOE, under the European International Exchange Program. Cristina has more than 10 years of experience in marketing and brand management from the client-side. Along her career trajectory, she had the opportunity to work for Masterfoods Inc. in their marketing department, evolving from Product Brand Manager to Group Brand Manager within six years. Thereafter, she worked in Yoplait as Marketing and Trade Marketing Manager for three years. Since 1999, she has been working at FutureBrand building brand strategies and identities, as well as integrated communication plans for corporate brands such as Telefónica, Acciona, Tavex, Cinfa, Meliá Hotels International, Castilla y León, Mapfre, Verti Seguros, BBVA, Ayesa, Duro Felguera,… among others. She is also a member of the Board of Aebrand, the Spanish Branding Association.