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From the IED to Work: the experience of Javier Bencomo - Art Director at Pull&Bear

The best way of imagining your future after an MA is to find out about the experience of former students who have taken the same course. Because of this, Javier D. Bencomo, who currently forms as an Art Director at the communication and marketing team of Pull&Bear, returned to the Masters of Design and Innovation to give the master class “From the IED to Work”.

Javier D. Bencomo, an Art Director and Audiovisual Artist, won one of the grants of the Masters of Design and Innovation and took a Master of Communication Design Labs 2012. Working for Inditex since 2013, he has developed his skills in the world of Art Direction and communication, and he works in event management.

During this presentation, entitled “From the IED to Work”, Javier spoke about his professional experience after the MA, sharing the viewpoint of a former student. He also gave advice regarding finding work after the MA, focusing on what to do during interviews, and helped students, by using his thesis as an example, to prepare for the final stages of the MA.

He also included a presentation about event management, types of events, how to manage budgets and arrange things from a communication perspective: what we want to communication and how to do so.

During the lesson, they looked at practical examples from real events. They analysed the open door event Paris Citadium using videos, the event’s website, the media used to broadcast it and the subsequent press clippings. They also studied the practical case of the Madrid Tennis Open and its private Pool Party event, analysing the ambassadors of the event and how it stood out for its exclusive characteristics.

The students had the chance to analyse the impact of this kinds of actions on the image of a brand, and to learn how to make the right decisions depending on the identity and positioning of it. These avant garde concepts in the world of advertising and communication will be useful to their thesis projects, the promotion of start-up and the strategies developed with renowned brands.

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