The premiere of ‘El Boom 3: The Path To Sustainability’, held yesterday at Cinesa Diagonal, was attended by a selection of leading figures and representatives from Spain’s business sector.
The new documentary delves into the critical challenge of sustainability through the perspectives and testimonies of key businesses and institutions operating in Spain, featuring a total of 29 spokespersons and sustainability leaders.
Barcelona, 23 February 2024 – Following the success of the previous editions El Boom: 30 Years of Spanish Economic Success and El Boom 2: The Future of Spanish Business, Ejecutivos magazine has presented the Barcelona premiere of El Boom 3: The Path to Sustainability, the third instalment of its documentary series. The screening, held at Cinesa Diagonal, brought together nearly 100 attendees, including prominent business leaders and local authorities, such as the Honourable Commissioner for International Relations and City Promotion, Mr Pau Solanilla, alongside representatives of companies featured in the documentary.
The event was opened and introduced by Noelia Cruzado, Co-CEO of MARCO, who then passed the floor to speeches from Germán Pastor, General Director of Ejecutivos, and Didier Lagae, Executive Chairman and Founder of MARCO and President of Ejecutivos. After welcoming the attendees, they emphasised the importance of meaningful cooperation between private entities and government institutions, acknowledging the pressing need to work together to tackle current and future challenges with a view to a more sustainable future.
The screening was preceded by remarks from Pau Solanilla, who shared key reflections. Solanilla stated: “Sustainability is the key concept, and we must go beyond the word, making visible both the work we are doing and the work still ahead. Transformation, in relation to innovation and sustainability, gives us the opportunity to impact society and enhance competitiveness. In this transformation, it is essential to ensure that no one is left behind, striving for social justice while combating inequality. To achieve this, we must foster diverse partnerships and collaborations, thinking collectively about how to address present and future challenges and opportunities. A prime example of this commitment to sustainability, innovation, and collaborative work is the Blue Economy strategy we are promoting in Barcelona to position our city as a Mediterranean leader in a sector that encompasses numerous economic activities and contributes 4.3% of our city’s GDP.”
This third edition, following the successful format of its predecessors, features a structured narrative with voiceover, combining powerful testimonies to address five key questions: Who, What, How, When, and Why? Through these questions, the documentary provides a unique and in-depth insight into corporate sustainability commitments, highlighting the efforts and progress made by businesses towards sustainable development.
With a runtime of one hour, the documentary includes contributions from 29 leading business figures across various industries, including Gabriel Escarrer, CEO of Meliá Hotels; Rafael Fuertes, General Director of ElPozo; Inés Bermejo, General Director of HP; Franck Vignard, CEO of BNP Paribas; Jaime de Jaraíz, President of LG; Gonzalo Sáenz de Miera, Director of Climate Change and Alliances at Iberdrola; Patricia Pérez, General Director of Fundación Atresmedia; Eugenio Solla, Director of Sustainability at CaixaBank; Lara de Mesa, Global Director of Responsible Banking at Banco Santander; Juan Alfaro, Secretary General of the Club de Excelencia en Sostenibilidad; Ester García Cosín, CEO of Havas Media Network Spain; Carles Navarro, General Director of BASF; Ana María López de San Román, Director of Ethics, Sustainability and Alliances at ILUNION; Santiago Alfonso, Vice President of Corporate Communications at Cosentino; Emilio Rial, General Director of Coren; Nuria Rodríguez, Director of Environment and CSR at Naturgy; Eva Ivars, CEO of Alain Afflelou; and Ángeles Delgado, President of Fujitsu. They all shared their experiences, implemented policies, case studies, and perspectives on the current state of sustainability in Spain’s corporate landscape. Guided by the UN’s Agenda 2030, these companies are working towards a more sustainable economy and society, with the common objective of leaving behind a more prosperous planet for future generations.
About MARCO
MARCO is the most awarded and highest-rated independent global communications agency, headquartered in Madrid and specialising in brand building and reputation management. Led by Co-CEOs Noelia Cruzado and Diana Vall, the agency comprises a team of nearly 200 consultants and operates through its own offices in Madrid, Barcelona, Lisbon, Paris, Brussels, Milan, Berlin, Munich, London, Miami, Mexico City, Bogotá, Lima, São Paulo, Casablanca, Johannesburg, Abidjan, and Nairobi, as well as through affiliated MSL offices in over 100 markets.
MARCO is a pioneer in introducing new paradigms in communication, which involve transcending outdated boundaries. For this reason, it is the first communications agency to produce a docuseries, Las Nuevas Fronteras de la Comunicación, available worldwide on Amazon Prime Video and its website. The docuseries is based on MARCO’s patented methodology, known as TFCOM® (Transcending the Frontiers of Communication).
MARCO has acquired the business magazine Ejecutivos and relaunched Ejecutivos.es with the aim of positioning it as a leading Spanish-language online media outlet in the economic and business sectors in Spain and Latin America. It has also acquired the consultancy Africa Communications Group (ACG) to expand its geographical reach in sub-Saharan Africa. More recently, it acquired the production company Carmela to strengthen its ability to produce top-tier national and international advertising spots, as well as branded content videos.
MARCO’s Founder and Executive Chairman, Didier Lagae, previously served as Deputy General Manager at Edelman, Head of Reputation Management EMEA at Weber Shandwick, External Communications Manager EMEA at Levi’s, and Global Head of Communications at The Body Shop. In 2019, Didier was named European and Global PR Professional of the Year by PRWeek and the Stevie Awards, coinciding with the publication of his book, ‘A Country Brand, a Branded Country’. Didier is also a Climate Leader for Al Gore’s The Climate Reality Project.
For more information, please contact:
Víctor Castell – victor@marco.agency – 626 236 341