Alex Soriano at the Alumni Breakfast Club: “Brand activation is key to the success and memorability of a company”
Alex Soriano, vice president of global sponsorships of the firm Innovative Partnerships Group (IPG 360), shared different strategies and points of view in the commercial collaboration between companies and brands at the sixth Alumni Breakfast Club. The event was hosted by Pere Solanelles, director of the master’s degree in Sports Management at UIC Barcelona, who highlighted Soriano’s professional career
”Beyond the fee you spend on an influencer, the most important thing for me is how to activate the brand. All agencies, without exception, must focus on this: creating brands that stand out and are memorable. A static logo on a wall no longer works.” Alex Soriano, vice president of sponsorship at IPG 360, spoke of his career path and reflected on strategies in the collaboration of brands and sporting events in a new Alumni Breakfast Club session. The session was presented by lecturer Pere Solanellas and organised by the Alumni Department.
A graduate of the bachelor’s degree in Business Administration and Management from the class of 2004, Alex Soriano accumulated 15 years of experience in Octagon and later worked at Kosmos, Gerard Piqué’s company. During his stay, he was head of sales of the Davis Cup, took over the commercial representation of influencer Ibai Llanos and participated in the growth of the Kings League. “Ibai is an impressive mass phenomenon with a transparent, engaging discourse. His level of awareness when choosing brands for collaborations is very high,” Soriano told attendees.
Currently, Alex Soriano is working as vice president of Global Sponsorships at IPG 360, an American firm based in Barcelona specialising in naming rights and collaborating in the construction and development of Espai Barça. “The future Espai Barça will offer an innovative experience with a totally different commercial approach to the current one,” said Alex Soriano.
The Alumni Breakfast Club is an initiative promoted by the Alumni Department with the University’s Department of Corporate Development Department, aimed at UIC Barcelona’s community of former students. The sessions aim to establish a space for dialogue on current issues with expert presentations by successful professionals from different sectors.