{"id":9562,"date":"2022-05-05T10:19:58","date_gmt":"2022-05-05T09:19:58","guid":{"rendered":"https:\/\/www.vccp.com\/madrid\/?post_type=news&#038;p=9562"},"modified":"2022-05-05T14:00:09","modified_gmt":"2022-05-05T13:00:09","slug":"vccp-refuerza-sus-departamentos-de-cuentas-y-creatividad","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/spain\/news\/2022\/may\/vccp-refuerza-sus-departamentos-de-cuentas-y-creatividad","title":{"rendered":"VCCP strengthens its accounts and creativity departments"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z1r1AEd wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p><span class=\"VIiyi\" lang=\"en\"><span class=\"JLqJ4b\" data-language-for-alternatives=\"en\" data-language-to-translate-into=\"es\" data-phrase-index=\"0\" data-number-of-phrases=\"1\"><span class=\"Q4iAWc\">As a result of VCCP&#8217;s business growth in recent months, the agency has decided to strengthen its creative and account departments with the addition of Mikel Berasaluce and Camila Guzm\u00e1n, respectively. <\/span><\/span><\/span><\/p>\n<p><span class=\"VIiyi\" lang=\"en\"><span class=\"JLqJ4b\" data-language-for-alternatives=\"en\" data-language-to-translate-into=\"es\" data-phrase-index=\"0\" data-number-of-phrases=\"1\"><span class=\"Q4iAWc\">Mikel Berasaluce studied Audiovisual and Multimedia Communication in Girona, where he worked for different communication companies. After that, he headed to Madrid to do a Master of Creativity and Innovation at the Miami Ad School, continuing his career at McCann, where he worked for brands such as Acciona, Iberia, Campofr\u00edo and Ikea, as well as in new business projects. <\/span><\/span><\/span><\/p>\n<p><span class=\"VIiyi\" lang=\"en\"><span class=\"JLqJ4b\" data-language-for-alternatives=\"en\" data-language-to-translate-into=\"es\" data-phrase-index=\"0\" data-number-of-phrases=\"1\"><span class=\"Q4iAWc\">Berasaluce was Silver in the Creative Youth category of the CdeC in 2021 and Wooden Spoon in MasterChef 2022. <\/span><\/span><\/span><\/p>\n<p><span class=\"VIiyi\" lang=\"en\"><span class=\"JLqJ4b\" data-language-for-alternatives=\"en\" data-language-to-translate-into=\"es\" data-phrase-index=\"0\" data-number-of-phrases=\"1\"><span class=\"Q4iAWc\">For her part, Camila Guzm\u00e1n studied a degree in Advertising and Public Relations at the University of Valladolid before moving to Madrid, where she has worked in agencies such as OgilvyOne, Indira Comunicaci\u00f3n and Comunica +A, serving top-tier clients such as ING, Iberia and Orange, among others. <\/span><\/span><\/span><\/p>\n<p><span class=\"VIiyi\" lang=\"en\"><span class=\"JLqJ4b\" data-language-for-alternatives=\"en\" data-language-to-translate-into=\"es\" data-phrase-index=\"0\" data-number-of-phrases=\"1\"><span class=\"Q4iAWc\">Both are incorporated to support VCCP&#8217;s main clients, as well as international projects and new business for the agency.<\/span><\/span><\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-1x6Ozu wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        I am excited to be part of an agency with such national and international projection as visisipi. I find myself eager and ready for all the good things that are going to come \n        <cite>Mikel Berasaluce, Art Director<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z1rDC0o wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        VCCP is a benchmark for creativity, camaraderie and positivity, a breath of fresh air to continue growing both personally and professionally. I am delighted to be part of this family and to be able to demonstrate all the knowledge acquired during these 6 and a half years of professional career in the advertising field \n        <cite>Camila Guzm\u00e1n, Senior Account Executive<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-Z107pU2 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p><span class=\"VIiyi\" lang=\"en\"><span class=\"JLqJ4b ChMk0b\" data-language-for-alternatives=\"en\" data-language-to-translate-into=\"es\" data-phrase-index=\"0\" data-number-of-phrases=\"6\"><span class=\"Q4iAWc\">For Javier Suso, CEO of VCCP Spain: \u201cAt VCCP we are always delighted to welcome professionals who stand out for their talent and attitude, as is the case with Camila and Mikel.<\/span><\/span> <span class=\"JLqJ4b ChMk0b\" data-language-for-alternatives=\"en\" data-language-to-translate-into=\"es\" data-phrase-index=\"1\" data-number-of-phrases=\"6\"><span class=\"Q4iAWc\">I am convinced that at VCCP they will find the right environment to continue growing professionally while adding value to both the agency and our clients.\u201d<\/span><\/span> <\/span><\/p>\n<p><span class=\"VIiyi\" lang=\"en\"><span class=\"JLqJ4b ChMk0b\" data-language-for-alternatives=\"en\" data-language-to-translate-into=\"es\" data-phrase-index=\"3\" data-number-of-phrases=\"6\"><span class=\"Q4iAWc\">For Beto Nahmad, Executive Creative Director of VCCP Spain: \u201cIt is a pride to be able to continue incorporating good people into the VCCP team.<\/span><\/span> <span class=\"JLqJ4b ChMk0b\" data-language-for-alternatives=\"en\" data-language-to-translate-into=\"es\" data-phrase-index=\"4\" data-number-of-phrases=\"6\"><span class=\"Q4iAWc\">Two great professionals and great people.<\/span><\/span> <span class=\"JLqJ4b ChMk0b\" data-language-for-alternatives=\"en\" data-language-to-translate-into=\"es\" data-phrase-index=\"5\" data-number-of-phrases=\"6\"><span class=\"Q4iAWc\">Mikel and Camila are two important signings to continue growing and provide the best service to our clients.\u201d<\/span><\/span><\/span><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"template":"","categories":[193],"class_list":["post-9562","news","type-news","status-publish","hentry","category-in-the-press"],"acf":{"author":false,"capability_ids":["988"],"client_id":"","hero_video":"","hero_image":{"ID":9566,"id":9566,"title":"LA DUPLA DE ORO-01","filename":"LA-DUPLA-DE-ORO-01-1.jpg","filesize":1466062,"url":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1.jpg","link":"https:\/\/www.vccp.com\/spain\/news\/2022\/may\/vccp-refuerza-sus-departamentos-de-cuentas-y-creatividad\/attachment\/la-dupla-de-oro-01-2","alt":"Mikel and Camila","author":"23","description":"","caption":"","name":"la-dupla-de-oro-01-2","status":"inherit","uploaded_to":9562,"date":"2022-05-05 12:58:41","modified":"2022-05-05 12:58:54","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/spain\/wp-includes\/images\/media\/default.png","width":1920,"height":960,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-300x150.jpg","medium-width":300,"medium-height":150,"medium_large":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-768x384.jpg","medium_large-width":640,"medium_large-height":320,"large":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-1024x512.jpg","large-width":640,"large-height":320,"1536x1536":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-1536x768.jpg","1536x1536-width":1536,"1536x1536-height":768,"2048x2048":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1.jpg","2048x2048-width":1920,"2048x2048-height":960,"Header":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2022\/05\/LA-DUPLA-DE-ORO-01-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta_title":"VCCP refuerza sus departamentos  de cuentas y creatividad","meta-description":"Como resultado del crecimiento de negocio de VCCP en los \u00faltimos meses, la agencia ha decidido reforzar sus departamentos creativos y de cuentas con la incorporaci\u00f3n de Mikel Berasaluce y Camila Guzm\u00e1n respectivamente. ","og-image":false,"twitter-site":"","twitter-card":"","twitter-image-alt":"","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":9499,"post_author":"23","post_date":"2022-02-03 09:00:00","post_date_gmt":"2022-02-03 09:00:00","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eLast year saw VCCP London launched The O2 in Fortnite Creative during the pandemic for music fans. This year VCCP Group is the first advertising network in the world to open its global virtual office doors in Roblox.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eRoblox is a global gaming social platform where millions of people gather together every day to imagine, create, and share experiences with each other. In 2021 Roblox grew their community to \\u003ca href=\\u0022https:\\\/\\\/ir.roblox.com\\\/news\\\/news-details\\\/2021\\\/Roblox-Reports-November-2021-Key-Metrics\\\/default.aspx\\u0022\\u003enearly 50 million\\u003c\\\/a\\u003e daily active users across 180 countries from 32.6 million in the previous year before, spending a total of 9.7 billion hours on the platform. As a platform, it has grown rapidly in the last several years with big brands such as Nike, \\u003ca href=\\u0022https:\\\/\\\/www.marketingdive.com\\\/news\\\/chipotle-hosts-virtual-restaurant-on-roblox-for-halloween-experience\\\/608979\\\/\\u0022\\u003eChipotle\\u003c\\\/a\\u003e, Vans, The BBC, and Netflix all creating their worlds in the game.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eVCCP X Roblox \\u003c\\\/strong\\u003eis a reimagining of VCCP\\u2019s network, inspired by its headquarters in London Victoria, \\u003cstrong\\u003eGreencoat House.\\u003c\\\/strong\\u003e Spearheaded by the Innovation team at VCCP to educate colleagues across their eight global offices about the opportunities within gaming, in a new, fun way. It also encourages them to experiment and build prototype ideas for the agencies\\u2019 brands.\\u003c\\\/p\\u003e\",\"blockId\":\"1pg0BS\",\"blockUniqueClass\":\"lazyblock-text-full-width-1pg0BS\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22Roblox-x-VCCP-1%22,%22caption%22:%22%22,%22id%22:9501,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9501%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/02\\\/Roblox-x-VCCP-1-scaled.jpg%22%7D\",\"blockId\":\"1jW60i\",\"blockUniqueClass\":\"lazyblock-hero-1jW60i\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Gaming can be such an invisible world to non-gamers out there, especially for non-gamer marketers, so we really wanted to show the possibilities within creative games like Roblox for VCCP employees and our clients, and also have a bit of fun too whilst we are at it. The only way to appreciate the scale of what can be achieved for brands is to try it out for yourself - go have a play now!\",\"quotee\":\"Alex Dalman, Business Director - Innovation at VCCP London\",\"blockId\":\"1uoR7m\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1uoR7m\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22Roblox-x-VCCP-6%22,%22caption%22:%22%22,%22id%22:9502,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9502%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/02\\\/Roblox-x-VCCP-6-scaled.jpg%22%7D\",\"blockId\":\"Z2qvoNm\",\"blockUniqueClass\":\"lazyblock-hero-Z2qvoNm\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eThe building features five floors and includes mini-games as well as Easter egg collectibles and fun homages to some of VCCP\\u2019s clients from across its global network and key features including a Compare The Market, Meerkat enclosure and O2\\u2019s friendly blue robot, Bubl. There are NPCs (non-playable characters) inside including VCCP Founders Charles Vallance and Adrian Coleman alongside well-known and loved office staff from VCCP London; Milani from Office Support, Samson from IT and ECD Monty Verdi in the DJ Booth.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eVCCP X Roblox\\u003c\\\/strong\\u003e was led by ACDs Ben Hopkins and Morten Legarth alongside Alex Dalman, Business Director - Innovation and collaboratively produced through VCCP\\u2019s global content studio, Girl\\u0026amp;Bear and Pro Roblox Builder, TrustMeImRussian.\\u003c\\\/p\\u003e\",\"blockId\":\"Z18yAv\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z18yAv\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22Roblox-x-VCCP-7%22,%22caption%22:%22%22,%22id%22:9503,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9503%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/02\\\/Roblox-x-VCCP-7-scaled.jpg%22%7D\",\"blockId\":\"lpIRb\",\"blockUniqueClass\":\"lazyblock-hero-lpIRb\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"As gamers and creatives, we\\u2019re incredibly excited that this space is getting more attention. Roblox is just one of many virtual, vibrant communities with rich opportunities for new ideas and ways for brands to interact with audiences. We want to lead by example; VCCP X Roblox isn\\u2019t about talking a good game, it\\u2019s about putting ourselves in the game to help immerse colleagues and clients about the opportunities ahead. It\\u2019s also a ton of fun\\u2019\",\"quotee\":\"Ben Hopkins and Morten Legarth - ACDs at VCCP London \",\"blockId\":\"1HXUxJ\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1HXUxJ\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22Roblox-x-VCCP-9%22,%22caption%22:%22%22,%22id%22:9504,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9504%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/02\\\/Roblox-x-VCCP-9-scaled.jpg%22%7D\",\"blockId\":\"Z2pnJSo\",\"blockUniqueClass\":\"lazyblock-hero-Z2pnJSo\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"VCCP X Roblox is a fantastical version of our VCCP\\u2019s offices in London where no laws of gravity exist and our chance to work creatively isn\\u2019t disrupted by work from home constraints. We created a really accessible learning environment for our global network of staff to play in, get to know this amazing platform, and understand just how powerful it can be for our clients. Having an office in Roblox means we can meet, socialise, work in an exciting environment and even pitch\",\"quotee\":\"Michael Sugden, CEO of VCCP Partnership\",\"blockId\":\"1vfj0A\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1vfj0A\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22Roblox-y-VCCP-equipo%22,%22caption%22:%22%22,%22id%22:9505,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9505%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/02\\\/Roblox-y-VCCP-equipo.jpg%22%7D\",\"blockId\":\"ZziOPc\",\"blockUniqueClass\":\"lazyblock-hero-ZziOPc\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003e\\u003cstrong\\u003eVCCP X Roblox\\u003c\\\/strong\\u003e soft-launched earlier this month to staff which enabled employees' parents, brothers, sisters, daughters and sons to see and experience where they worked.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eTo access VCCP in Roblox visit \\u003ca href=\\u0022https:\\\/\\\/www.roblox.com\\\/games\\\/7963608408\\\/VCCP\\u0022\\u003ehttps:\\\/\\\/www.roblox.com\\\/games\\\/7963608408\\\/VCCP\\u003c\\\/a\\u003e or search \\u2018VCCP\\u2019 in Roblox on either desktop or mobile.\\u003c\\\/p\\u003e\",\"blockId\":\"1K6KXL\",\"blockUniqueClass\":\"lazyblock-text-full-width-1K6KXL\"} \/-->","post_title":"VCCP builds office in Roblox to immerse agency in gaming","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"el-metaverso-ha-llegado-a-vccp","to_ping":"","pinged":"","post_modified":"2022-02-03 09:29:50","post_modified_gmt":"2022-02-03 09:29:50","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/madrid\/?post_type=news&#038;p=9499","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9394,"post_author":"23","post_date":"2021-07-20 15:39:17","post_date_gmt":"2021-07-20 14:39:17","post_content":"<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"In the campaign \\u0022The trip to meet us\\u0022, three travelers of different profiles visit the main tourist sites in Castilla y Le\\u00f3n while their brain activity is measured.\\n\\nTo do this, they used a cap with 2,048 microsensors and a subjective camera, which collects their brain activity in real time when visiting each tourist spot.\\n\\nThanks to this project it was possible to show that the stimuli that generate the greatest positive emotional activation are those that are unknown and most surprising.\",\"blockId\":\"Z1zcSH8\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-Z1zcSH8\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22video-source%22:%22youtube%22,%22video-id%22:%22UEZYFNMzN0I%22%7D%5D\",\"blockId\":\"2t9FIO\",\"blockUniqueClass\":\"lazyblock-carousel-2t9FIO\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eThe Junta de Castilla y Le\\u00f3n has promoted an innovative neuromarketing project, called \\u0022The trip to meet us\\u0022 (elviajeparaconocernos.com), to claim the attractiveness of the wide range of experiences that all types of tourists can live in Castilla y Le\\u00f3n, something that makes this tourist destination unique.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn this project, devised by the creative agency VCCP Spain, the brain activity of three tourists of different profiles was measured for the first time in real time while visiting the main tourist enclaves of the 9 provinces of Castilla y Le\\u00f3n.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eFor this, an innovative cap was used that incorporates a front camera and an invisible mesh with 2,048 microsensors that collected the brain activity of tourists for four days, transforming it into data.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThanks to this technology, unique in the world, more than 48 hours of brain activity were analyzed, which has served to know the emotions that each tourist enclave aroused in each type of traveler, being able to know what it was that most attracted attention to each tourist and what were their true emotions during the trip.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThis campaign was starred by the chef, Fabi\\u00e1n Le\\u00f3n (@Fabianmasterchef), the traveler Sara Caballero (@lamochiladesara) and the adventurer David Castell\\u00f3 Fern\\u00e1ndez (@OceanLifeDC), who traveled 1,233 kilometers during 4 days of travel in which they visited the Market del Val, the Plaza Mayor, San Pablo, the Royal Palace and the Chancery in Valladolid; the aqueduct, the Hoces del Durat\\u00f3n and Sep\\u00falveda in Segovia; the R\\u00edo Lobos Canyon Natural Park and the San Bartolom\\u00e9 Chapel in Soria; a winery in Aranda de Duero, the Cathedral and the archaeological site of Atapuerca in Burgos; a section of the Camino de Santiago, Fr\\u00f3mista and the Canal de Castilla in Palencia; the cathedral, the walls and the Gaud\\u00ed Palace in Astorga, the Las M\\u00e9dulas World Heritage Site and the wet neighborhood, the San Marco Convent and the historic center of Le\\u00f3n; the region of Sanabria, with the castle and its impressive lake, a cruise on the Duero river in the town of Fermoselle in Zamora; the center, the Plaza Mayor and the University of Salamanca; the walls of \\u00c1vila. Likewise, in each visited town they were able to enjoy the typical gastronomy and oenology of each area of \\u200b\\u200bCastilla y Le\\u00f3n.\\u003c\\\/p\\u003e\",\"blockId\":\"KNhVx\",\"blockUniqueClass\":\"lazyblock-text-full-width-KNhVx\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_07%22,%22caption%22:%22%22,%22id%22:9396,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9396%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_07-scaled.jpg%22%7D\",\"blockId\":\"Z2dGN6I\",\"blockUniqueClass\":\"lazyblock-hero-Z2dGN6I\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"heading\":\"The analysis of the brain activity data of the three types of tourists that were the object of this study allowed us to draw numerous conclusions, among which the following stand out:\",\"text\":\"\\u003cp\\u003e1.- The stimuli that generate the greatest positive emotional activation are those unknown and most surprising for each person:\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The chef felt more emotional intensity in activities in nature: Lake Sanabria, Zamora and the experience in canoes in Hoces del Durat\\u00f3n, Segovia.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The traveler felt more emotional intensity in activities related to gastronomy: Tapas in the wet neighborhood of L\\u00e9on and pairing in Aranda de Duero.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The adventurer felt more emotional intensity in cultural activities: Archaeological site, Burgos Cathedral.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e2.- The most felt emotions were: optimism, amazement, enjoyment, surprise and curiosity.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e3.- All the destinations visited \\\/ activities carried out have evoked positive emotions in the participants. And 61% of those destinations visited \\\/ activities carried out have caused some of the participants a significant change in their emotional state, going from neutral or negative to positive.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- The 5 moments of greatest emotional intensity were:\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Archaeological site of Atapuerca.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Hoces del R\\u00edo Durat\\u00f3n (canoe route).\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Wet neighborhood of Le\\u00f3n (tapas).\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Church of San Mart\\u00edn de Tours (Fr\\u00f3mista).\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Plaza Mayor of Salamanca.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e4.- The most intense emotions experienced in:\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- Natural resources, calm and pleasure.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- In cultural resources, amazement and admiration.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e- In gastronomic resources, satisfaction and pleasure.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e5.- 72% of the intense emotional experiences surprised the participants.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003e6.- 68.2% of the peaks of positive emotional activation experienced in places \\\/ activities, cause a positive mood of more than forty minutes, 21.3% of more than 50 minutes and 10.5% of more than an hour.\\u003c\\\/p\\u003e\",\"blockId\":\"5vjum\",\"blockUniqueClass\":\"lazyblock-text-full-width-5vjum\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_02%22,%22caption%22:%22%22,%22id%22:9398,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9398%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_02-scaled.jpg%22%7D\",\"blockId\":\"Z1UmwA8\",\"blockUniqueClass\":\"lazyblock-hero-Z1UmwA8\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We have been able to see how corners of Castilla y Le\\u00f3n have totally changed the mood of the people who participated in the experiment. We can be proud to have measured the magic of a tourist destination for the first time in history. In this way we have scientifically demonstrated that Castilla y Le\\u00f3n is an attractive destination for different types of tourists, with different motivations \",\"quotee\":\"Jos\\u00e9 Ruiz Pardo, CEO and Director of Neurotechnology at Goli neuromarketing\",\"blockId\":\"Z1gD0zt\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1gD0zt\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_04%22,%22caption%22:%22%22,%22id%22:9399,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9399%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_04-scaled.jpg%22%7D\",\"blockId\":\"Z1KDLPw\",\"blockUniqueClass\":\"lazyblock-hero-Z1KDLPw\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"When technology and emotion are properly mixed, magical things can happen. It is a pleasure to share this project with everyone. Castilla y Le\\u00f3n is waiting for you. What we do not know is what excites us the most, it is a unique experience \",\"quotee\":\"Beto Nahmad, Executive Creative Director of VCCP Spain\",\"blockId\":\"pay1R\",\"blockUniqueClass\":\"lazyblock-quote-full-width-pay1R\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22CYL_backstage_06%22,%22caption%22:%22%22,%22id%22:9397,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9397%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/07\\\/CYL_backstage_06-scaled.jpg%22%7D\",\"blockId\":\"Z3eV3z\",\"blockUniqueClass\":\"lazyblock-hero-Z3eV3z\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We must assess the vision and courage of the Junta de Castilla y Le\\u00f3n by understanding the value of the idea that we proposed to them and by betting on a real experiment, without knowing the results that we were going to obtain. This courage has been translated into a communication action never before done in the tourism sector in which, not only is it communicated but also shows the relevance of the different experiences that each type of tourist can live in this tourist destination \",\"quotee\":\"Javier Suso, CEO VCCP Spain\",\"blockId\":\"Zc4Gac\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Zc4Gac\"} \/-->","post_title":"Castilla y Le\u00f3n turns to neuroscience to demonstrate its attractiveness as a tourist destination","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"castilla-y-leon-usa-neurociencia-para-demostrar-su-atractivo-como-destino-turistico","to_ping":"","pinged":"","post_modified":"2021-07-20 15:39:18","post_modified_gmt":"2021-07-20 14:39:18","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/madrid\/?post_type=news&#038;p=9394","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9530,"post_author":"23","post_date":"2022-03-07 10:17:03","post_date_gmt":"2022-03-07 10:17:03","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eVCCP Spain is the new agency responsible for the international management of Mahou\\u2019s digital communication and social profiles.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThe agency, which was already providing the same services for Cervezas San Miguel and Cervezas Alhambra, will now manage the international digital communication of Mahou San Miguel\\u2019s three iconic brands.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eThis decision is the result of the work carried out by VCCP Spain since 2016 for the other beer brands, bringing together from this moment onwards the international communication management of the three companies in digital and social networks.\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\\n\\u003cp\\u003eIn addition to the management of social networks, VCCP is also the agency in charge of digital communication in key international markets, developing campaigns with influencers, local advertising and creating branded content that serves to nurture the communication in the different contact channels.\\u003c\\\/p\\u003e\",\"blockId\":\"HdnxB\",\"blockUniqueClass\":\"lazyblock-text-full-width-HdnxB\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22Web-Mahou-2%22,%22caption%22:%22%22,%22id%22:9534,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9534%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/03\\\/Web-Mahou-2.jpg%22%7D\",\"blockId\":\"ZrjqcB\",\"blockUniqueClass\":\"lazyblock-hero-ZrjqcB\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"With the addition of Mahou to the agency\\u2019s client portfolio, we not only strengthen our relationship with Mahou San Miguel\\u2019s brands, but also the international protection of VCCP Spain. We are very grateful for Mahou\\u2019s trust, which comes in recognition of work we have done in recent years. We will continue to work together with the three iconic beer brands with the aim of reinforcing their leading position in the international market.\",\"quotee\":\"Eliana Cantonati, director of client services at VCCP Spain\",\"blockId\":\"VwY2l\",\"blockUniqueClass\":\"lazyblock-quote-full-width-VwY2l\"} \/-->\n\n<!-- wp:lazyblock\/hero {\"image-1920x720\":\"%7B%22alt%22:%22%22,%22title%22:%22Web-Mahou-4%22,%22caption%22:%22%22,%22id%22:9533,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/?attachment_id=9533%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/madrid\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2022\\\/03\\\/Web-Mahou-4-scaled.jpg%22%7D\",\"blockId\":\"11CYKw\",\"blockUniqueClass\":\"lazyblock-hero-11CYKw\"} \/-->","post_title":"VCCP Spain starts working for Mahou International","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-spain-empieza-a-trabajar-para-mahou-internacional","to_ping":"","pinged":"","post_modified":"2022-03-07 10:17:37","post_modified_gmt":"2022-03-07 10:17:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/madrid\/?post_type=news&#038;p=9530","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"]},"lang":"en-gb","translations":{"en-gb":9562,"es-es":9564},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/news\/9562","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/users\/23"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/media?parent=9562"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/categories?post=9562"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}