Paradigms The Brand Experience Summit 2024, one of our biggest events of the year. Cris, Héctor and Mariano tell us how the first day of setup went and the difficulties that have already appeared.
"In events, the magic is not in what you plan, but in how you solve the unexpected. And in Rome, we wrote the script on the fly."
Paradigms 2024 Preview – The team is already in Rome
The Marca Condal team is already in Rome preparing Paradigms 2024 , the event that brings together the best creatives and marketing directors in the world.
After organising previous editions in Barcelona and Lisbon , this time we land in the Eternal City with the challenge of surprising (once again) an audience that has seen it all. But if there is one thing we know at Marca Condal, it is that each event has its own DNA , and Rome is no exception.
Day 1: Setup, unforeseen events and lots of negotiations
It wouldn't be an international event without its challenges. From the logistics of the assembly to the management of local suppliers, every detail counts . As with any production of this magnitude, negotiations have been the order of the day .
🔸 Italy is Italy : here, everything is negotiable. From the budget to the smallest adjustment in production, every conversation is a constant tug-of-war.
🔸 Millimetric timing : with two days of assembly and two days of event, there is no margin for error. Every minute counts and every last-minute change can disrupt the entire production .
🔸 The screen and the Amazon race : from adjusting the screen installation to a race against the clock to find materials, every day has its own story .
Adapting to win: the key to an international event
When working outside the home, you have to know how to read the context. What works in Barcelona or Madrid does not always apply in Rome .
Therefore, experience in other markets has taught us that:
✅ You always have to negotiate (if you don't push, they push you).
✅ Unforeseen events are part of the game (and knowing how to react quickly is what makes the difference).
✅ Good vibes are contagious (if the team maintains the energy, the event flows better).
The climate challenge and plan B
Outdoor events are magical… until the weather decides otherwise. With rain forecast for the second day of setup, we are ready for any scenario.
☑ Plan A: Set up everything outdoors and cover it well for rain.
☑ Plan B: Prepare a contingency plan to move part of the event indoors if necessary.
At Marca Condal , we know that flexibility is key in this sector. That's why success is not only about what is planned, but also about what is solved on the fly .
📍 Next stop: Paradigms 2024 in action
This is just the beginning. In the coming days, we will tell you how the event unfolds, the surprises we have prepared and the most memorable moments .
🔜 We are still in Rome. We continue creating. 🚀