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Selling Series to the Audience

28 October, 2024
17:00 - 17:50
Sala 2. Palacio de Congresos

Industry talks

  • Carlos Chaguaceda
    Carlos Chaguaceda
  • Irene Lara
    Irene Lara
  • Esteban Calle
    Esteban Calle

Moderator

Carlos Chaguaceda

Interveners

Irene Lara Esteban Carlos Chaguaceda Street

What is it about?

A conversation between directors of communication and marketing from TV channels, platforms and production companies about how we connect series with the audience.
Irene Lara, Deputy Director of Marketing Atresmedia
Esteban Calle, Deputy Director of Marketing RTVE
Komodo
Moderator: Carlos Chaguaceda (Director of Communication at the Prado Museum).

Female Roles in the Series We Produce
Carlos Chaguaceda

Carlos Chaguaceda Álvarez (1966) has a degree in Computer Science from the Complutense University. Journalist and communications and marketing expert. He began his career in 1986 at Expansión, where he worked for three years before moving to La Gaceta de los Negocios.

He worked for a year in a financial communications consultancy (Eurocofin) before joining Antena 3 as economics director. Three years later, he was appointed deputy director of news, and from 1998 to December 2000 he was Brussels correspondent. In 2001 he joined Telefónica Media as Director of Communications and in June 2002 he joined Coca-Cola, where he was Director of Corporate Communications and Spokesman until December 2013.

In 2010-13 he was President of the Coca-Cola Happiness Institute. In September 201 he was appointed Director General of Tourism for the Community of Madrid. At the end of 2017 he returned to Unesa (Unión Eléctrica Española) as Director of Communications.

Carlos Chaguaceda joined the Prado Museum as Head of Communications in June 2018, with the approval of the Standing Committee of the Royal Board of Trustees of the Museo del Prado and at the proposal of the Director of the Prado, Miguel Falomir,

He has published three books: “El parche del príncipe”, “El Mono Feliz” and “Tú puedes ser noticia”. In 2008 he won an EFI award for advertising effectiveness for a campaign for Bitter Rosso. He teaches communication, marketing and advertising.

Irene Lara

With a degree in Audiovisual Communication, Irene Lara has almost 30 years of experience in the audiovisual industry. Throughout her career at Atresmedia, she has worked in different departments, which has given her a global and strategic vision of the sector. Her work has been characterized by a constant focus on creativity, transversal strategy and innovation.

She currently heads the Content Marketing team, where she is responsible for the planning and implementation of promotional strategies for the premieres of Antena 3, laSexta and other channels in the group. Her experience has allowed her to work closely with players from all over the industry: media agencies, creative agencies, production companies and all the different departments of the Atresmedia Group, consolidating her ability to generate effective and impactful campaigns.

Born in Madrid, Irene is also passionate about travelling and the arts: cinema, literature and, above all, good TV series and programmes.

 

Esteban Calle

A professional with more than 35 years’ experience in marketing, communication, promotion and sales of content in the entertainment industry, he is currently Deputy Director of Marketing at RTVE.

His main task is to create the launch and follow-up campaigns for the different programmes and fiction, as well as the marketing of the films in which RTVE participates.