Building personas to tell a story helps us understand reality from a customer’s perspective. Yet sometimes, theory and practice clash.
Marketing & Comms
While the current situation weighs heavy on the global population, sometimes what’s most needed is a bit of lightheartedness. This was the idea behind the latest project in the Bachelor in Communication & Digital Media.
Federica Ilaria Fornaciari is a digital strategy director at Havas Media Group España and an adjunct professor at HST. We sat down with her to discuss her career shift from consulting into communications and the transition from IE University student to professor.
Do you know where your chocolate comes from? In this article, we take a look at how cacao beans are produced—and the ethical concerns that come with it.
Discover students’ experience with the Vodafone Challenge, in which they had to come up with a novel solution to a social problem. Dual Degree student Caio Marques gives us the scoop.
The travel industry is booming. But is modern tourism sustainable? Discover how to travel in an ethical and sustainable way.
We’re told that influencer marketing is a gold mine for engagement. But with recent changes to policies that mandate disclosure for paid social media posts, they may be becoming less powerful…
We spoke with Rob Knook, IE alum and visual engineer. He transitioned from building physical bridges to building figurative ones—connecting customers with solutions through storytelling. He believes that “bridges connect people, but communication moves people.”
Interested in ranking first on Google without having to pay a single penny? Don’t break a sweat. Let SEO do the work.
Bachelor students at IE University got the chance to change the world in a major way this spring in the hands-on Vodafone Challenge.
Web Summit, the world’s largest tech conference, takes place over the course of four days in Lisbon, Portugal. An HST student got to go there, presenting her startup, FOLO. Here’s what happened.
We sat down with some students in the Master in Corporate & Marketing Communication to see how they envision the future—and how they hope to change it.
At a recent panel discussion on IE’s campus in Madrid, three art experts discussed how art can change society—and help save the planet.
Going shopping and looking sharp is a guilty pleasure for us all. But most of us don’t know where our clothes come from and how eco-friendly their production process is. In this piece, we look into sustainable fashion and the movement’s leaders.
Targeted ads are a hot topic of discussion, with their accuracy becoming eerie at best—and illegal at worst.
As consulting companies enter the marketing and communications industry, agencies are forced to evaluate their value proposition to remain relevant in the future.
The music industry has not been immune to the flood of digitalization, and that’s largely a good thing. But the tech wave has also created huge obstacles for musicians—especially up-and-coming ones. What are artists doing to fight for their rights?
HST alum Ana María Aldana completed the Master in Market Research & Consumer Behavior. It took her to a global conference in the Big Apple. Find out how.
Meet Judith. With proud roots in the Philippines, she is a digital marketing professional pursuing her Master in Visual & Digital Media at HST. She enjoys a good cup of coffee, playing with her dog, and creating videos of her travels. She proudly serves as Audiovisual Guru at Rewire Mag.
Coming to grips with the mechanisms of failure and exposing vulnerability can be beneficial for future successes.
As the traditional marketing world is disrupted by digital innovation, a new set of skills, outlooks, and opportunities are set to define the next wave of marketing leaders.
By stepping away from his laptop and taking part in a guerrilla marketing campaign, HST student Nic Haddad discovers the joy of rolling up his sleeves and bringing a touch more color to Lavapiés.
An aging rock star, a fork, and a ghost. Challenged with turning these wacky plot elements into a sci-fi short, one team comes out on top at the Golden Stork Awards.
Social media represents a huge potential platform for brand awareness. But when it goes wrong, decisive action is needed to put out the fire and ensure your brand reputation escapes untarnished.
HST graduate Elyssa Abi Karam tells her incredible journey from her roots in finance and marketing to a new life as a graphic designer.
Outside the office, astute business and market research/consumer behavior grad Dario Z is a talented rapper. But he prefers to keep his two lives separate.