The conference was split into two parts. In the first, Moliné gave the lectures “The Musical Score of Creativity” and “118 Creative Tricks Based on Rhetorical Figures”. In this part, the adman used audiovisual advertisements to show students the tricks he employs when coming up with and creating a new advertisement.

The second part was more theoretical and was structured around the lecture “McLuhan: The Internet Galaxy”, in which, using McLuhan’s theory of the global village, he analysed how to create advertisements for the Internet.

The conference was part of the subject Statistics and Market Research taught by UIC professors Joan Alós and Mònica Cerdán. “The lecture was a pleasure for the mind, spirit and senses, led by the creative genius Marçal Moliné, one of the pioneers of quality advertising who shared his scientific principles with us”, said Alós.