Interview With Eduardo Miguel González From Spain

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Eduardo Miguel

Eduardo Miguel is an expert in architecture who is at the same time a teacher at university. With his wide range of experiences and knowledge, he indeed creates amazing masterpieces.


Interview with the 2021 NYX Marcom Awards Winner - Eduardo Miguel González

1Please give us a brief bio of yourself and your background.

Hi, I'm Eduardo! I live in Spain. I have a PhD in Architecture from Arquitectura Madrid in 1977. I awarded with the Extraordinary Doctoral Thesis Awards for my projects called “Architectures of the Railway” in 1994. Aside from that, I am also a lecturer and I have been teaching for the past 5 years. Most the topics that I have thought was related to Architecture.

Later then, I move to Paris in 1993. When I was in my Paris, I use that opportunity to work at the monuments. With these experiences, I got to learn a lot regarding the history behind these captivating architectures. They never failed to amaze me with the exquisite beauty.

2What led you to become a marketing communication professional?

It is due to the fact that I am an architecture and also a teacher. Therefore, it is very crucial for me to know and educate other the importance of communicating what the architecture expresses.

Performance is what drives me. Every engagement, whether it is a website or digital marketing campaign, needs to be quantified in the context of solving a problem and needs to push the client closer to achieving their business goals. At the end of the day, as an individual and an agency co-owner, accountability for every dollar spent on behalf of a brand is of paramount importance. That has been a core differentiator for me.

3What is your role in the agency, and what traits should a marketing communications professional possess to be successful in their role?

I am the Director at the company. The traits that a marketing communication professional should possess are, they need to be persistent, always eager to learn new things, creative and open to new perspectives. With that, if they ever received an idea from their clients and they don’t like it, do not throw the ideas away because they can always be modified.

4Tell us more about your agency / company.

My company is specializing in restoration of monuments and monuments for them to be rehabilitated, and it is the same in the urban regeneration and research of the forms of gestation of ancient architecture.

5What is your own definition of marketing communications?

For me, marketing communication are the ones that provide some differential characteristic that, by their own essence or by the way they present it, is no longer forgotten.

6Describe your marketing communications style and its main characteristics.

My marketing communication style is, I would say kind of artistic. It is, above all, graphic, because the image, if understood, is fixed much better than words.

7Tell us more about your ideation process.

We start by studying the characteristics of the product and the environment where it will develop. We then set the conditions for adapting and succeeding in relation to its field, the ideas-strength that make up it are sought and it is ensured that they do not enter into competition with others.

8Congratulations! As the winner of the NYX Marcom Awards, what does it mean for you and your team to receive this distinction?

It is a recognition to my many years of doing research, studies and development of works. It's is very significant to me.

9 How has winning an international award help to promote your agency and works?

From the point of view of achievement and trust in other commissions.

10 What are the challenges of your winning entry(ies)?

The themes of environmental adequacy and integral development of architectural projects.

11How has the country, you are based in, helped during your ideation process?

Through its Teaching Centers, Schools of Architecture, Cultural Forums, Debates, Conferences and Competitions, etc. These places and experiences have inspired me a lot in my ideation process.

12What are the current trends in the marketing communications industry that you are most excited about?

Those that refer to the world of image retaining associations between emotions, atmospheres, characters, induction to feeling, etc.

13What are the top THREE (3) favorite things about the marketing communication industry?

The image. The presentation and sequencing very agile. The one with deep and emotional contents.

14What resources would you recommend to someone who is searching to improve their marketing communications ideas and concepts?

My advise is to keep looking for the most perfect association of these ideas and concepts to image stimuli, music, olfactory, and many others.

15Where do you see the evolution of the marketing industry in the next 5-10 years?

In the customization of the sensations, something like a certain interactivity, letting the user choose their profile and then presenting him with what suits him.

16What is your key to success? Any parting words of wisdom?

Persistence, conviction, numerous case studies, and creativity.

17Which THREE (3) marketing communications professionals / peers would you nominate to participate in the NYX Marcom Awards?ss? Any parting words of wisdom?

TRYCSA, building restoration and conservation company.

José Ramón Sola Alonso, Architect.

Salvador Mata Pérez, Architect.

18Do you have anything else you would like to add for the interview?

Advise a lot of studies, verification works, and be open to all possibilities, however strange they may seem.

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Interview With Eduardo Miguel González From Spain

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Eduardo Miguel

Eduardo Miguel is an expert in architecture who is at the same time a teacher at university. With his wide range of experiences and knowledge, he indeed creates amazing masterpieces.