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).
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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.
