Round table discussion on current events in the world of events. IPMARK magazine chose our space, specifically the covered anteroom of our recently inaugurated terrace, El Cielo de Callao, to hold another edition of the ‘Brands meet people’ meeting, in which 20 spokespeople from event agencies and the director of Cines Callao, Fran López Gallego, took part.

An interesting debate in which they talked about the importance of creativity, the burden of mass competitions, the need to be transparent in front of the client and to value the work of agencies. And, of course, the irruption of artificial intelligence (AI), a tool that is here to stay because of its contribution to streamlining processes, to hyper-personalisation at affordable costs, and to highlighting the value of true creativity.

There was also talk of the maturity and professionalisation of the sector, of the importance of moving towards a strategic consultancy model, of ceasing to demonise margins and of reclaiming the right to earn money. A fact that does not have to be at odds with transparency in client-facing management.