Félix Muñoz

Expert on integrated communication, strategic planning and innovation.

There is a new way to work with communication in order to survive: it’s called systemic marketing.

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English, Spanish
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New technologies and the power of social networks have rendered certain forms of communication used by large businesses obsolete. Well aware of this situation due to his extensive career in multinationals, Félix Muñoz has created a new marketing and communication management model called systemic marketing.
He has built up a track record of successes leading teams of up to one hundred professionals and managing multi- million dollar budgets. After 25 years of working in large companies (Coca-Cola, Cepsa, Telefónica and Movistar) and notching up an unparalleled track record of international successes, he is currently an independent advisor, team and executive trainer and lecturer at the IE Business School.
He is a speaker who is an expert on topics including communication, creativity, innovation, digital transformation, brand management, use of technology in communication and big data. He has given over 120 talks, mainly for industry professionals and is a speaker who has a profound effect on his audiences thanks to his communication style and the clarity and perceptiveness of his message.
He was Chairman of the Spanish Association of Advertisers from 2006 to 2009 and of the Spanish Association for Self-regulation in Advertising, where he developed a system for prior vetting of advertising called copy advice and launched the confianza online quality mark on the Internet.
He has received a dozen professional awards including the Best Professional in Spain Award from the Association of Advertisers in 2015, and prizes from the general public such as the TP de Oro. His “entierro” (Funeral) campaign for Coca Cola received two Bronze Lions at the Cannes Festival.
In 2013 he published his first book La marca de la felicidad, (The Brand of Happiness), the story of the creation of the Coca Cola brand in Spain and the company’s strategy for achieving leadership.

Systemic Marketing: A Model For Successful Business
Nowadays, marketing and communication are critical variables for businesses and determine how competitive companies are. Over the past few years businesses have been affected by the economic crisis, which has left them with few resources for marketing and has caused changes in consumers, the technological revolution, which has changed the way society communicates, and the build up of problems in the public sector, which has undermined the effectiveness of communication management.
Systemic Marketing is an evolution of traditional marketing, developed by Félix Muñoz and based on a comprehensive, holistic view of business. He understands that all the activities of a company are interrelated. They all affect the way in which what a company does is perceived and therefore how it performs.
It is based on four pillars: connecting the goals of the business with each activity, getting to know people and ways to have an influence on their behavior, creating a robust communication strategy and integrating all the activities to maintain consistency and be far more efficient.
Using Systemic Marketing means transforming an organization and requires changes in mentality, obtaining a realistic assessment and reviewing or drawing up communication strategies before making any tactical moves.
Without giving up the classic tools (such as advertising, sponsorship, promotions) on which he also provides the keys to excellence, Félix Muñoz proposes a revision of work processes and making changes to the way we manage and steer teams and suppliers in order to bring them into line with the aims of the business.

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