A Unique Project
with Luis Felipe Mendieta

This time we talk about the value of family business with Verónica García Castelo, president of ADEFAM, the Madrid Family Business Association. During the conversation we explore how ADEFAM was founded and the role it plays in supporting family businesses: those that, beyond the numbers, preserve values, tradition, and purpose. We also discuss strengths and challenges, dialogue with public administration, and how to navigate generational transitions without losing the essence that makes these companies unique. Verónica shares an honest and personal perspective on what it means to lead from within a family, with vision for the future and a commitment to society. An episode that reminds us that family businesses don’t just build companies — they build legacies.

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With more than 25 years of experience in sectors such as FMCG, retail, technology, telecommunications, and entertainment, Cristina offers a clear perspective: the customer is the reason for being, but it’s the teams that hold everything together. When both are aligned, energy flows and results follow. An inspiring conversation about leadership with purpose, the importance of a healthy corporate culture, and marketing understood as a true engine of transformation.

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In this episode of Más que Medios we chat with Sebastien Mouquet, CEO and Managing Director of Pernod Ricard Iberia. We talk about managing a global portfolio of over 250 brands, the importance of creating unique consumption experiences and moments, and the role of responsibility and innovation in the beverage industry, including the rise of no-alcohol options. With more than 30 years at Pernod Ricard, Sebastien shares his vision on the evolution of the consumer, cultural diversity in consumption habits, and the company’s philosophy: being part of special moments, always responsibly.

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Consistency, communication, consumer engagement, strategy… these are some of the main pillars to keep in mind when building a successful brand. Gonzalo Brujó, Global CEO of Interbrand, speaks in depth about the purpose and path that anyone wanting to build a successful brand should follow.

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Lucía tells us how a stroke of luck (and a lot of hard work and determination) led her to create Lucía se Casa, a publication with over 20 years of history that accompanies couples on one of the most important days of their lives. From the original idea to the digital reinvention, Lucía shares her vision of weddings as a grand staging, and how courage, deep sector knowledge, and creativity have been the keys to her success. Get ready to discover everything behind a magazine that has not only witnessed but been a protagonist in the evolution of the wedding industry.

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In this new episode of Más que Medios, Fran Ares and Bill Derrenger talk with Gonzalo Saiz in a passionate conversation about what marketing really means today. Gonzalo shares his career journey, which began with a genuine love at first sight for marketing, and how he has experienced this discipline across different industries, from tech to banking. He reflects on the cross-cutting nature of marketing beyond advertising campaigns, placing it as what it truly is: the balance of the 4Ps. During the conversation we discuss strategy and how to connect storytelling with storydoing in a coherent way. Gonzalo also highlights the importance of teams with cognitive diversity for achieving high performance, and offers two pieces of advice for those just starting out: enjoy the journey, and treat others the way you’d like to be treated.

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“Adapt or die” may be an overused phrase in many sectors, but when we talk about social media, it becomes a mantra. In this episode Laura tells us how Metricool came about, we discuss the difficulties of starting a business, and explore the future and evolution of social networks — from the type of content we consume to the different advertising formats.

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In this episode of Más que Medios, we talk with Javier Meléndez, CEO of Patatas Meléndez, about how to transform a family company into a benchmark in Spain’s agri-food sector. Discover his vision on innovation, sustainability, and how to connect with consumers in an increasingly competitive market.

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