The ten professionals interviewed in the book contribute both practical and conceptual reflections on the challenges facing the marketing and communications sector in the coming years, including brand building, team management, talent creation and management, sharing decision making with the advertiser, developing creative strategies, and brand presence in the consumer's everyday life.

Using their visionary capacity, these ten advertising executives, who turned Spain into the third greatest power in the industry worldwide, provided insight into this profession today and made predictions about its future.

Dr. Pablo Medina and Dr. Pilar Buil are lecturers on the Bachelor’s Degree Programme in Advertising and Public Relations at the Faculty of Communication Sciences.