Urbea explained advertising agencies’ process of adaptation to the constant changes suffered by markets and consumers, and gave a few international-scale examples. The Ogilvy CEO emphasized the need for interactive advertising, which he called “fundamental” for the industry.

The speaker specifically advised the future advertising executives to put their faith in online advertising and interactive advertising agencies. He encouraged them to travel to other countries to familiarize themselves with the latest trends in the sector. “Always move towards new trends”, he stressed.

Over 70 people attended the conference, including Advertising and Public Relations students as well as third-year Business Administration students. The talk was held within the framework of the Economics and Advertising conference cycle, which forms part of Professor Pablo Medina’s Advertising Business subject.