Post by IE Business School

What makes a brand impossible to ignore? For Raquel Rellan, Vice-President, Client Experience and Head of Consumer at Weber Shandwick Spain, the answer starts with earning attention, not interrupting it. As part of the MARCOM Speaker Series at IE Business School, Raquel shared her perspective on what today’s brands need to stay relevant: strategy, creativity and impact. With more than 20 years of experience across communication, marketing and public relations, she highlighted the power of listening as the first step toward building brands with soul, cultural relevance and long-term loyalty. A valuable reminder for students: creativity brings the magic, but consistency builds trust. And both matter.

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