PROFESSIONAL

My other vocation, beyond writing and painting, is teaching and thinking about marketing.

In the classroom at URV I try to remind students that marketing is not about selling, but about listening, understanding, and shaping relationships of value. In return, they offer me their fresh perspective on the brands that inhabit their world, and remind me that the discipline is forever reborn in the eyes of the young.

From a small consultancy, I work with good independent collaborators and with clients who look for simple answers to complex questions: what kind of marketing strategy they need, how their audiences relate to the brand, and how they can communicate it so that it becomes a shared icon.

My academic path has not been linear: I started Law at UPF, graduated with a BA in Advertising and Marketing from UOW, completed a master’s degree at EADA, and, well in my forties, I went back to study with a mid-career retraining in marketing strategy at ESADE.

Then and since, I have learned and re-thought my craft through teachers such as Philip Kotler, Michael Porter, and Roger L. Martin, each with their own way of looking at markets and strategy. And in the end, what remains is a path loyal to that word at once ancient and modern —mercatologia— which, interestingly enough, the early Catalan advertising pioneers had already coined and embraced more than a decade before the Spanish-American world opted for mercadotecnia.