Franco Martino, manager of the communication strategy of brands such as Nutella, Ferrero Rocher or Kinder insisted on the importance of knowing how to interpret what society 'tells us'. "Today, marketing is a discipline that has much more to do with sociology than with creativity", said the Italian at the School of Economics at the University of Navarra.

The executive made reference letter to Facebookthe 'empire' of social networks, in order to explain that, nowadays, the transmission of values is something much easier, something within anyone's reach. He pointed out that "if we manage to associate the brand with values related to our 'customer goal', we will be taking the first steps towards success".  

Martino mentioned the need to take advantage of the new opportunities offered by the 'digital revolution', opportunities that, according to him, many companies are overlooking. Ferrero Iberia's commercial director described as "nonsense" the fact that most of the country's major companies still spend around 80% of their communication budget on TV spots.

He cited, as an example, the 'viralization' of the 'Bread is life' spot, which has around three million views on the YouTube channel. "Ten years ago, Ferrero would have paid a fortune to have this advertisement appear on television for a few months. What we did in 2013, instead, was to televise the advertisement for a single day. After that, we let the internet do the rest."

Franco Martino also told an anecdote with obvious enthusiasm: "It was Christmas and we had the idea of surprising the employees by giving them jars of Nutella with their names printed on them. I don't think we were yet aware of the idea we'd just had.... It turned out that after a few days, 80% of the staff asked for more jars, this time with the names of their family members, friends, etc. If the initiative had been such a success on business, perhaps it would also work in the market. We put project into action, but we were cautious. The first time we printed 3,000 labels.result? Within four days we had received 800,000 requests.

The guest remarked on the anecdote: "If we are able to 'personalize' a product, we are able to create an experience for the customer, thus adding value to the product and the brand".

Little time was left for the round of questions, where the members of the Marketing and Sales Club of School of Economics and students from other Schools proved to have attended 'with their homework done'.

The concept that made the most 'noise' was the Corporate Social Responsibility to be followed by Ferrero, both in the field of ingredients production and in the communication strategy of business. Franco Martino replied with satisfaction that "all the ingredients are produced by the brand itself, thus avoiding intermediary speculation. To give you an idea, we produce 35% of the world's hazelnuts". As regards a communication policy manager, the Italian informed that " signature refuses to advertise its products on schedule for children, thus avoiding 'contaminating' the conscience of children". Pedro spanish medical residency program, manager of the Marketing and Sales Club of the University, added that "there are no 'good' or 'bad' products, there are good and bad habits.