Places are organic, evolving beings. They are their people, their culture, their history, their values. Places contain meanings and explain stories. Keep them relevant. Provide engaging experiences. Involve citizens. Be authentic. Brand your place.
Juan Carlos is a renowned international expert in the corporate and place branding, marketing and internationalization fields, based in Barcelona.
He has been, for many years, advising the City Council of Barcelona and other city organizations and institutions in the areas of strategy, development, image and promotion; is a founding member and member of the board of ‘Barcelona Global’ and is also part of the expert member team of Best Place – The International Place Branding and Marketing Institute.
Juan Carlos also currently advises different countries, regions, cities and destinations in Spain, Europe, Russia, Latin America and the Middle East in the areas of place branding and promotion and collaborates with different panels, forums and programmes from different international organizations such as the EU, the UN or the Inter-American Development Bank.
Juan Carlos has also extensive international experience in the field of corporate brand strategy development and implementation having worked for many years for different international and national companies and organizations in this field.
Juan Carlos graduated in Economics and Business Administration at the University of Barcelona with specialization studies in international marketing at New York University, and has been Director for Spain and Latin America at Placebrands, Brand Strategy Services Director at FutureBrand in Madrid, Director of Strategy Consulting Services at Coopers & Lybrand and KPMG, Director of the Catalan International Promotion Agency in New York and responsible for international marketing projects at the Barcelona’92 Organizing Olympic Committee.
Frequent speaker in different international seminars and forums, Juan Carlos is author of many corporate and place branding articles for different journals and magazines and collaborates as visiting professor and expert with different international universities and schools.
Graduated in industrial psychology and graphic design, David worked for Associate Designers, Bassat Ogilvy & Matter, Wieden & Kennedy and Leagas Delaney London before founding his own branding and communication company in 1993: espluga+associates.
Since then, espluga+associates has been awarded 92 times in different disciplines, nationally and internationally, and has more than 350 projects published in specialized books.
David teaches in the master’s degree in information design and media branding at the Istituto Europeo di Design (IED) and in the master’s degree of packaging design at ELISAVA, Barcelona School of Design and Engineering.
International relations, city promotion and institutional communication are the concepts that better describe Verònica’s background, together with management as the common thread.
Her passion for cities started with the first project she carried out for the urban planning department of Barcelona’s City Council, where she started conceiving cities as the living organisms they are. Later on, her management role in the mayor’s office allowed her to further understand that decision-making processes in a city requires strategic teams with a holistic approach and a citizen focused service, and that every single project could have a virtuoso butterfly effect in the whole territory.
After a 10-year working for her beloved city of Barcelona, she now devotes herself helping places and destinations to become more competitive and attractive on both a local and worldwide scale, as well as organizations that, as brands, want to be associated with its territorial frame. From this Country-of-Origin Effect perspective, she is definitely made in Barcelona.
Graduated in public relations and specialized in branding and communication strategy, Nacho has worked in advertising, public relations, direct marketing, promotions and branding for more than 200 companies, from local to multinational brands, managing clients both in local and global markets.
Before joining espluga+associates as associate, Nacho developed his career at the Ogilvy Group in advertising, promotional campaigns and communication as general manager. Later on, he founded his own agency, The Partner and The Partner Health.
Nacho is Member of the Board of the Business Association of Advertising as well as of the Transworld Advertising Agency Network.
Ajuntament de Barcelona
Ajuntament de Terrassa
Ajuntament de L'Hospitalet de Llobregat
Ajuntament de TarragonaACCIÓ - Generalitat de Catalunya
Andorra Global Business
Aspen Institute PragueBanco Interamericano de Desarrollo (BID)
Barcelona Regional, Urban Development Agency
Best Place Insitute, Polandchic&basic Hotels
Conseil Régional du Tourisme, Marakech
Cámara Industrial Argentina de la Indumentaria (CIAI)
Diplocat, Patronat Catalunya MónEnte de Turismo de la Ciudad de Buenos Aires
European International School of Barcelona
European Association of Communications Directors (EACD), Brussels
EuroPCom, Committee of the Regions, European Union, Brussels
Global Cities, AarhusGlobal Cultural Districts Network (GCDN)
Gobierno de Honduras, Secretaría Técnica de Planificación y Cooperación Externa (Plan de Nación)
Gobierno Departamental de Santa Cruz, Bolivia
Gremi de Galeries d'Art de Catalunya
Harvard Deusto Marketing y Ventas
Hostal EmpúriesHotusa Group
Institut de Cultura de Barcelona (ICUB)
International Development Bank (IDB)
Institute for Creative Economy, Kosice
Kirovograd Regional Government, Ukraine
Mies van der Rohe Foundation
Moscow Urban Forum
Municipalidad Metropolitana de Lima
Novosibirsk Regional Government
Pla Estratègic Metropolitá de Barcelona (PEMB)Reig Capital Group
Russian State Academy for State Service at the Russian President
Sabino Arana Fundazioa
Saint Petersburg Economic Forum
System Business Technologies SATIO, Minsk
Santa Maria della Scala
Saudi Commission for Tourism and Antiquities (SCTA)
Siena EcOC BID 2019Tel Aviv Global
The Charleston Trust, East Sussex Government
The Sakha Republic Government, Yakutia
Travel Trade Athens
Ufa City Government
UIMP Barcelona, Centre Ernest LluchUnico Hotels
Universidad de Cantabria
Universitat de VicUnited Nations Development Program (UNDP)
World Communication Forum, DavosWorld Tourism Organization (UNWTO)