María Goñi, digital creative of the agency 101, visited the School of Communication and talked about digital marketing with a group of 4th year students of advertising and PR. During the session, in which she emphasized creativity, Goñi explained that the core topic of the success of the way of thinking of good digital creatives is that they do not put barriers to their thinking and therefore it is much more open.

Goñi also commented with the students on the importance today of a business knowing how to adapt to the digital era "in all areas". Throughout his career working in 101, Goñi has defended the idea that "it is important to be on social networks, but that does not mean that content of interest to customers is always generated". On this importance of having a presence in social media, Goñi also stressed the importance of making an investment not only of time and dedication staff, but also economic: "For a campaign to work in social networks you have to make a very large initial investment", and said that this is so because "in recent years, the false belief that it is free, that you have control over what you do and that if you publish it they will read it for sure, when in reality this is not so" is being taken for granted.

María Goñi also discussed with the students the importance of finding the digital format that works best, and the increasing ability of society to understand messages in a different way. In this regard, she stressed that "agencies are trying to return to more traditional formats, because that is also how content works better".