The Faculty of Communication UEES in conjunction with Coca-Cola Ecuador, gave a conference on the campaign created by Ecuadorians called “Multiply your moments”, on October 10, 2018 at the Luis Noboa Hall.
The purpose of the workshop was to provide communication students with an approach to world-renowned companies, so that they can have a practical and more solid foundation when facing the professional work environment.
For his part, Carlos Peñaherrera, Director of Integrated Marketing Communications for Latin Centro at Coca-Cola EC, made an analysis of the changes and preferences of today's consumers: “(...) It is increasingly difficult to reach these consumers. It's not like before when you sent a generalized TV message, now we have to engage consumers through the digital world”.
In conclusion, the importance of «Experiential Marketing” was emphasized to the communication students, which will allow them to find the right moments to bring key products to the consumer».
