La puesta en escena, la creatividad y el espectáculo en los eventos de empresa. España 2005-2010

Abstract

This dissertation focuses on the characteristics of corporate events in Spain between 2005 and 2010, through their staging, the artistic expressions and 'driving forces' that comprise them, and their ability to convey the message that a company wishes to communicate, facilitating their understanding, and capturing the attention of the target audience they are addressed. To that end, it was studied the events industry in Spain and the actors, companies, organizing agencies, suppliers; corporate events, concept, types and characteristics; how to design corporate events, the creative process, both in content as to staging; scenic expressions and their connection to events; the return on investment, concept, technique and measurement tools; the staging, the space and its design; identifying audiovisual technologies used in the corporate events and their linkage to the staging; the events intended to be broadcast on television and the role of social networks. The corporate events selected for the analysis are the finalist and prize-winners in three of the most prestigious awards related to the events industry in Spain: the European Best Event Awards (Europe), The Ibero American Promotions and Events Festival (Latin America), and Eventoplus awards (Spain), to construct a sample that is incorporated in this dissertation and which discusses the types of awards, the features and categories, differences and common elements that are overturned in a type card where the underlying indicators used for the conclusions of the investigation have been identified. This dissertation includes a two hundred events practicum which shows the basic data, target audience and event description, mainly related to its staging and results.