The primary objective of this research group is to observe and analyze the transformation of the advertising sector in all its forms, identifying the causes and projecting its evolution. This involves examining the new narratives and technologies that are changing the way advertising is done, as well as the adaptations of the creative process to new audiences and trends.

Main lines of research: Creativity and transmedia narrative; Advertising content and formats; Advertising industry structure; Market and Customer experience.

Óscar Javier Estupiñán | Contact
Paloma Fernández Fernández Fernández | Contact

José Luis Agra Valero
Miguel Baños González
Óscar Fernández Novoa
Marta Gotor Cuairán
Axel Jorquera Trascastro
Jorge Juárez López
Sheila Liberal Ormaechea
Jaime Fernando Martínez Barahona
Silvia Polo Martín
Silvia Rincón Alonso
Clarissa Rodrigues González
Marina Rodríguez Hernández
Pavel Sidorenko Bautista
Isabel Adriana Vázquez Sacristán

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