The Barcelona Global Duets are back, a series of dialogues through the eyes of two global Barcelonians, one residing in Barcelona and the other living and working abroad. Next February 23, Barcelona Global restarts this series of encounters that, from now on, will have the usual collaboration of The New Barcelona Post and the option to follow the dialogues live via streaming.
The first session of this new edition of the Barcelona Global Duets will focus on the Barcelona brand and will feature publicists Toni Segarra, co-founder of the Alegre & Roca agency, and Ignasi Puig, founder and CEO of Pret-A-Com and currently residing in Miami. The conversation will be moderated by Bibiana Ballbè, founder of the creative agency TheCreativeAgency, and will take place on February 23 at 6:00 p.m.
The one-hour dialogue between Segarra and Puig can be followed online through the Barcelona Global blog and there will also be a broadcast window on the homepage of The New Barcelona Post. Register here to follow the event
Toni Segarra is considered one of the best Spanish creatives of the 20th century, with a long career linked to advertisements for brands such as BMW, Banco Sabadell, IKEA, Vueling, Evax or El Corte Inglés. After being linked to agencies such as Vinizius, Vizeversa, Contrapunto, Casadevall and Delvico Bates, in 1996 he founded *S.C.P.F together with Luis Cuesta, Ignasi Puig and Félix Fernández. He was creative director of the agency between 1996 and 2017 and received numerous awards, such as the Grand Prix at the Cannes Festival. Currently, Segarra leads, together with Luis Cuesta, Alegre Roca, a new business project to help brands build quality relationships with their audiences. One of his latest projects is the advertising campaign for the launch of the new railway operator Iryo.
For his part, Ignasi Puig was also co-founder of *S.C.P.F and responsible for the agency in America, from where he worked for global brands such as Procter & Gamble, Unilever, Coca Cola, BMW, Vodafone, IKEA, ING Bank, Mini, Banco Santander, Banco Sabadell, Mazda, Johnson & Johnson, Revlon, HSBC… With a degree in Economics and an MBA from Esade, Puig was the president and CEO of SCPF América for 17 years and in 2021 he created the agency Pret-A-Com in Miami, which defines itself as a brand builder with global experience in strategy, product development and consumer marketing. Puig is also one of the members of the
The dialogue between Segarra and Puig will be the fourth in the Barcelona Global Duets series, which began at the end of 2021 with a conversation between María Alegre and Óscar Pierre. This was followed by sessions featuring Josep Lluís Sanfeliu and Victor Bultó; and Nacho Abia and Lluís Torner.