We will reflect on brand-cities and the externalities of this vision. We will see examples of all this through questions to be answered and paths pointed out, explored and to be explored. We will talk about how to cultivate the constancy of failure, about the differences between being a citizen and a client, about the peculiarities of working for the public sector, about not knowing what we do not know. We will look at what creative management can and cannot bring to a public administration.
Nacho Padilla (Madrid, 1970) has a degree in advertising and PR from the UCM. He has worked as a copywriter at McCann Erickson and as creative director at Contrapunto BBDO. In 2010 he founded Viernes, a studio that applies creativity to projects in sustainable mobility, public administration, third sector, CSR and social economy and innovation. In 2016 he left Viernes to take over the creative direction of Madrid City Council. Since May 2020 he has been the creative director of Barcelona City Council.