During the lecture, Carlos Permanyer discussed three situations he faced in his professional career that required him to make ethical decisions. Specifically, he analysed the controversial healthcare campaign that involved FC Barcelona players and was the subject of widespread criticism.

The speaker also explained that those working on the creative side of advertising should respect ethics in order to guarantee the quality of their work. In this regard, he gave several examples of how unethical advertising campaigns can negatively impact the brands they represent. In particular, following up on his previous example, he explained how the healthcare campaign affected Barça's image.

In addition, Permanyer took advantage of the occasion to give some advice about today's professional world. The advertiser discussed what agencies look for in potential employees and gave an outline of what the world of communication expects from the new generation of advertisers. "Adverting is a very vocational profession", he stressed to the students.

The lecture took place in the subject Professional Ethics in Advertising and Public Relations given by Dr. Pablo Medina. With twenty years of professional experience, Carlos Permanyer is a founding member of the advertising agency Ardid & Permanyer. During his career in advertising, he also worked as the Creative Director and Managing Director of the agency Bassat & Ogilvy.