{"id":13887,"date":"2026-06-13T07:11:11","date_gmt":"2026-06-13T07:11:11","guid":{"rendered":"https:\/\/www.spainisexcellence.com\/?p=13887"},"modified":"2026-07-13T07:15:40","modified_gmt":"2026-07-13T07:15:40","slug":"ana-alonso-sie-trend-or-hype-publicis-groupe","status":"publish","type":"post","link":"https:\/\/www.spainisexcellence.com\/en\/2026\/06\/13\/ana-alonso-sie-trend-or-hype-publicis-groupe\/","title":{"rendered":"Ana Alonso is taking part in Publicis Groupe\u2019s \u2018Trend or Hype\u2019 forum on the trends that are transforming society"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"13887\" class=\"elementor elementor-13887\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-18e4220 e-flex e-con-boxed e-con e-parent\" data-id=\"18e4220\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-09bdbfb e-con-full e-flex e-con e-child\" data-id=\"09bdbfb\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b9e1dd5 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"b9e1dd5\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Ana Alonso is taking part in Publicis Groupe\u2019s \u2018Trend or Hype\u2019 forum on the trends that are transforming society<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b65105 elementor-widget elementor-widget-theme-post-excerpt\" data-id=\"9b65105\" data-element_type=\"widget\" data-widget_type=\"theme-post-excerpt.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\tAna Alonso, CEO de SIE, Spain Is Excellence, particip\u00f3 en la nueva edici\u00f3n de Trend or Hype de Publicis Groupe, un encuentro que reuni\u00f3 a expertos para analizar las tendencias sociales que marcar\u00e1n el futuro de las marcas y las organizaciones.\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a60c47 elementor-widget elementor-widget-post-info\" data-id=\"1a60c47\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-ac52e5c elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.spainisexcellence.com\/en\/2026\/06\/13\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-calendar\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>June 13, 2026<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bb57567 e-con-full e-flex e-con e-child\" data-id=\"bb57567\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f7ee1ea elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"f7ee1ea\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1206\" height=\"1070\" src=\"https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-09.14.27.jpeg\" class=\"attachment-2048x2048 size-2048x2048 wp-image-13893\" alt=\"\" srcset=\"https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-09.14.27.jpeg 1206w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-09.14.27-300x266.jpeg 300w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-09.14.27-1024x909.jpeg 1024w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-09.14.27-768x681.jpeg 768w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-09.14.27-14x12.jpeg 14w\" sizes=\"(max-width: 1206px) 100vw, 1206px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4b4911f e-flex e-con-boxed e-con e-parent\" data-id=\"4b4911f\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-41fff4b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"41fff4b\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-88b3edd e-flex e-con-boxed e-con e-parent\" data-id=\"88b3edd\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-c0a95f7 e-con-full e-flex e-con e-child\" data-id=\"c0a95f7\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-25f9a42 elementor-widget elementor-widget-text-editor\" data-id=\"25f9a42\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"isSelectedEnd\">La capacidad para distinguir entre una tendencia con recorrido y una moda pasajera se ha convertido en uno de los grandes retos para las empresas que buscan anticiparse al cambio. Bajo esta premisa, Publicis Groupe celebr\u00f3 una nueva edici\u00f3n de <strong>Trend or Hype<\/strong>, el encuentro que re\u00fane a expertos de distintos \u00e1mbitos para analizar los fen\u00f3menos sociales que est\u00e1n definiendo el presente y el futuro de las marcas.<\/p><p class=\"isSelectedEnd\">Entre los ponentes invitados destac\u00f3 la participaci\u00f3n de <strong>Ana Alonso, CEO of SIE, Spain Is Excellence<\/strong>, quien form\u00f3 parte de la mesa redonda junto a referentes del \u00e1mbito de la comunicaci\u00f3n, la filosof\u00eda y la consultor\u00eda estrat\u00e9gica. Su presencia aport\u00f3 la visi\u00f3n de una organizaci\u00f3n que trabaja diariamente con algunas de las principales compa\u00f1\u00edas e instituciones del turismo, la hospitalidad, la cultura y el lujo en Espa\u00f1a, sectores donde comprender la evoluci\u00f3n de las personas resulta clave para generar experiencias de valor.<\/p><p class=\"isSelectedEnd\">Durante el encuentro se abord\u00f3 c\u00f3mo las organizaciones pueden identificar aquellos cambios sociales que realmente est\u00e1n transformando los h\u00e1bitos de consumo, las expectativas de los clientes y la manera en que las marcas construyen relaciones duraderas con sus p\u00fablicos.<\/p><p class=\"isSelectedEnd\">La participaci\u00f3n de Ana Alonso puso de manifiesto la importancia de interpretar las tendencias desde una perspectiva estrat\u00e9gica y humana, especialmente en industrias como el turismo premium y la excelencia empresarial, donde la autenticidad, la confianza y la creaci\u00f3n de experiencias memorables son elementos diferenciales.<\/p><p class=\"isSelectedEnd\">El evento gir\u00f3 en torno a la presentaci\u00f3n de la nueva edici\u00f3n de <strong>Trend or Hype<\/strong>, el estudio desarrollado por el equipo One Strategy de Publicis Groupe, cuyo objetivo es ayudar a las empresas a diferenciar entre tendencias con impacto real y fen\u00f3menos impulsados \u00fanicamente por el ruido medi\u00e1tico. La metodolog\u00eda combina investigaci\u00f3n social, an\u00e1lisis de datos y un algoritmo propio para evaluar si determinados comportamientos forman parte de un cambio consolidado o responden a un fen\u00f3meno coyuntural.<\/p><p class=\"isSelectedEnd\">Adem\u00e1s de la intervenci\u00f3n de Ana Alonso, la mesa redonda cont\u00f3 con la participaci\u00f3n de Clara Jim\u00e9nez, cofundadora y CEO de Maldita.es; Vicente Merlo, doctor en Filosof\u00eda y especialista en pensamiento oriental; y C\u00e9sar Vacchiano, presidente y CEO de SCOPEN, en un di\u00e1logo centrado en c\u00f3mo interpretar el contexto actual y convertir el conocimiento social en decisiones estrat\u00e9gicas para las organizaciones.<\/p><p>La presencia de SIE, Spain Is Excellence en este foro refuerza el papel de la organizaci\u00f3n como agente activo en las conversaciones que impulsan la innovaci\u00f3n, la excelencia y la transformaci\u00f3n de los sectores con mayor proyecci\u00f3n internacional de nuestro pa\u00eds, aportando una visi\u00f3n basada en la experiencia, la colaboraci\u00f3n entre empresas y el conocimiento de las nuevas demandas de un mercado en constante evoluci\u00f3n.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef6c783 elementor-widget elementor-widget-image\" data-id=\"ef6c783\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"490\" src=\"https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/trend-or-hype-1024x627.png\" class=\"attachment-large size-large wp-image-13888\" alt=\"\" srcset=\"https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/trend-or-hype-1024x627.png 1024w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/trend-or-hype-300x184.png 300w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/trend-or-hype-768x470.png 768w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/trend-or-hype-1536x940.png 1536w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/trend-or-hype-18x12.png 18w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/trend-or-hype.png 1603w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-07a28a9 e-flex e-con-boxed e-con e-parent\" data-id=\"07a28a9\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-66e67fd elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"66e67fd\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-75fee63 e-flex e-con-boxed e-con e-parent\" data-id=\"75fee63\" data-element_type=\"container\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a6782bb elementor-posts--align-left elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-posts--thumbnail-top elementor-widget elementor-widget-posts\" data-id=\"a6782bb\" data-element_type=\"widget\" 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data-widget_type=\"posts.classic\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-posts-container elementor-posts elementor-posts--skin-classic elementor-grid\">\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-13877 post type-post status-publish format-standard has-post-thumbnail hentry category-actualidad\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/www.spainisexcellence.com\/en\/2026\/06\/29\/sie-spain-is-excellence-area-hoteles-2026-room-diseno\/\" tabindex=\"-1\" >\n\t\t\t<div class=\"elementor-post__thumbnail\"><img decoding=\"async\" width=\"300\" height=\"267\" src=\"https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-08.38.50-300x267.jpeg\" class=\"attachment-medium size-medium wp-image-13885\" alt=\"\" srcset=\"https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-08.38.50-300x267.jpeg 300w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-08.38.50-1024x910.jpeg 1024w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-08.38.50-768x682.jpeg 768w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-08.38.50-14x12.jpeg 14w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/WhatsApp-Image-2026-07-13-at-08.38.50.jpeg 1263w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<p class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/www.spainisexcellence.com\/en\/2026\/06\/29\/sie-spain-is-excellence-area-hoteles-2026-room-diseno\/\" >\n\t\t\t\tSIE (Spain Is Excellence) is taking part in the \u2018Hotels 2026\u2019 special feature in ROOM Dise\u00f1o\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>SIE, Spain Is Excellence, is featured in the \u2018Hotels 2026\u2019 special edition of ROOM Dise\u00f1o with an article reflecting on\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/www.spainisexcellence.com\/en\/2026\/06\/29\/sie-spain-is-excellence-area-hoteles-2026-room-diseno\/\" aria-label=\"Read more about SIE (Spain Is Excellence), featured in the \u2018Hotels 2026\u2019 special edition of ROOM Dise\u00f1o\" tabindex=\"-1\" >\n\t\t\tREAD MORE \t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-13836 post type-post status-publish format-standard has-post-thumbnail hentry category-actualidad\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/www.spainisexcellence.com\/en\/2026\/06\/24\/sie-spain-is-excellence-zem-wellness-encuentro-longevidad-madrid\/\" tabindex=\"-1\" >\n\t\t\t<div class=\"elementor-post__thumbnail\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/IMG_0229-300x200.jpg\" class=\"attachment-medium size-medium wp-image-13840\" alt=\"\" srcset=\"https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/IMG_0229-300x200.jpg 300w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/IMG_0229-1024x683.jpg 1024w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/IMG_0229-768x512.jpg 768w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/IMG_0229-1536x1024.jpg 1536w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/IMG_0229-2048x1365.jpg 2048w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/07\/IMG_0229-18x12.jpg 18w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<p class=\"elementor-post__title\">\n\t\t\t<a href=\"https:\/\/www.spainisexcellence.com\/en\/2026\/06\/24\/sie-spain-is-excellence-zem-wellness-encuentro-longevidad-madrid\/\" >\n\t\t\t\tSIE, Spain Is Excellence and ZEM Wellness are organising a conference on longevity and wellbeing in Madrid\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<div class=\"elementor-post__excerpt\">\n\t\t\t<p>SIE (Spain Is Excellence) brought together experts and guests alongside ZEM Wellness at an exclusive event held in Madrid\t\t<\/div>\n\t\t\n\t\t<a class=\"elementor-post__read-more\" href=\"https:\/\/www.spainisexcellence.com\/en\/2026\/06\/24\/sie-spain-is-excellence-zem-wellness-encuentro-longevidad-madrid\/\" aria-label=\"Read more about SIE, Spain Is Excellence and ZEM Wellness organising a conference on longevity and wellbeing in Madrid\" tabindex=\"-1\" >\n\t\t\tREAD MORE \t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-13759 post type-post status-publish format-standard has-post-thumbnail hentry category-actualidad category-eventos\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/www.spainisexcellence.com\/en\/2026\/06\/23\/premios-sie-excelencia-2026\/\" tabindex=\"-1\" >\n\t\t\t<div class=\"elementor-post__thumbnail\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/06\/Photocall_Premios-SIE-2026-7-300x200.jpg\" class=\"attachment-medium size-medium wp-image-13835\" alt=\"\" srcset=\"https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/06\/Photocall_Premios-SIE-2026-7-300x200.jpg 300w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/06\/Photocall_Premios-SIE-2026-7-1024x683.jpg 1024w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/06\/Photocall_Premios-SIE-2026-7-768x512.jpg 768w, https:\/\/www.spainisexcellence.com\/wp-content\/uploads\/2026\/06\/Photocall_Premios-SIE-2026-7-1536x1025.jpg 1536w, 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