On 11th December, the APD’s 6th Afterwork event was held in Barcelona, with an impressive selection of experienced speakers, including the lecturer at EAE Business School, Mónica Mendoza.
Organized by the Asociación para el Progreso de la Dirección (APD – Association for Management Progress) and sponsored by ManpowerGroup, CESCE, Deloitte and the Conservatori Liceu, this annual event was held at the Palau de Congressos de Catalunya and focused on presenting ideas for management in times of economic recovery. The attendees included students and lecturers from the School, who did not want to miss the classic Afterwork sessions organized by EAE’s partner association.
A lecturer at EAE Business School and an expert in marketing and sales, Mónica Mendoza focused her presentation on defining the profile of the post-recession and post-low cost consumer. According to Mónica, this profile has changed since the economic crisis and has increasing less brand loyalty. Author of the book “Lo que no te cuentan en los libros de ventas” (“What they don’t tell you in sales manuals”), the EAE lecturer also spoke about the oversupply of goods and services that exists in our market nowadays and the new profile of sellers.
As well as Mónica, several other distinguished speakers took part in APD’s Afterwork event: María Belón, survivor of the tsunami that devastated South-East Asia at the end of 2004 and the inspiration for the film ‘The Impossible’; Jesús Calleja, mountain adventurer and star of the television programme ‘Desafío Extremo’; José María Gay de Liébana, Doctor of Economics and Law and Permanent Member of the Reial Acadèmia de Doctors; Luis Galindo, Executive Team Coach with clients as important as Grupo Santander, Telefónica, la Caixa, BMW and Ikea, among others; Juan Carlos Cubeiro, Head of Talent at ManpowerGroup and CEO of Right Management, with a wealth of experience in management and leadership, as well as being the Honorary Chairman of the Asociación Española de Coaching (Spanish Coaching Association).
The topics covered during the presentations reflected the personal and professional journeys of each of the guest speakers. For instance, Luis Galindo spoke about how to reinvigorate ourselves, highlighting passion as a key factor in setting ourselves apart. Meanwhile, María Belón gave participants her presentation entitled “Values as part of Companies’ DNA”. José María Gay de Liébana shared his insight into the appropriate measures in Spain and Catalonia to ensure a bright future, while Jesús Calleja spoke about the challenges on the adventure of business and life. Last but not least, Juan Carlos Cubeiro presented the top ten management films of 2014.
APD’s event was inaugurated by Pedro Fontana, the Association’s Chairman in the Mediterranean region, Jaume Buxó, Partner and Director of DELOITTE in Catalonia, Loles Sala, Director of the Human Age Institute for ManpowerGroup, and Joaquim Montsant, Eastern Regional Director of CESCE. The compere for the event was Leo Harlem, one of our country’s best known comedians and actors.
APD’s Afterwork event was certainly a unique opportunity to summarize the current situation that we face, discuss new options and, particularly, inspire us with interesting ideas that enable us to manage projects and people over the coming year.