{"id":134335,"date":"2021-09-24T12:00:06","date_gmt":"2021-09-24T10:00:06","guid":{"rendered":"https:\/\/ipmark.com\/?p=134335"},"modified":"2021-09-24T12:00:06","modified_gmt":"2021-09-24T10:00:06","slug":"initiative-gana-la-cuenta-de-marketing-digital-de-renfe","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=134335","title":{"rendered":"Initiative gana la cuenta de marketing digital de Renfe"},"content":{"rendered":"

La agencia de medios de IPG Mediabrands<\/a>, Initiative, ha ganado la cuenta de marketing digital de Renfe, y se convierte en la aliada de la divisi\u00f3n Renfe Viajeros en su iniciada nueva estrategia de captaci\u00f3n y relaci\u00f3n con el cliente, donde el marketing de contenidos y automation <\/em>van a suponer aspectos clave para alcanzar sus objetivos de negocio. Junto ello, la inversi\u00f3n tambi\u00e9n estar\u00e1 destinada a mejorar su trabajo de SEO y SEM.<\/b><\/p>\n

Para este proyecto, <\/span>Initiative<\/a> cuenta con el apoyo de Reprise<\/b>, empresa especializada en marketing digital, que da servicio a las agencias del grupo IPG Mediabrands.\u00a0<\/span><\/p>\n

En este concurso, de car\u00e1cter p\u00fablico, <\/span>han participado seis agencias,<\/b> entre las que Initiative destac\u00f3 por su propuesta\u00a0 \u201cde calidad y buen precio\u201d, como se\u00f1alan en un comunicado.<\/span><\/p>\n

En palabras del <\/span>CEO de IPG Mediabrands Iberia, David Colomer<\/b>, \u201cla automatizaci\u00f3n y la predicci\u00f3n del dato nos permite crear mensajes personalizados de valor a los clientes. Esta visi\u00f3n del marketing genera beneficios de negocio e<\/span> incrementos de <\/b>revenue <\/i><\/b>de 15%, que hemos experimentado en otros clientes como Amazon, Dia o LaLiga<\/b>\u201d. Y a\u00f1adi\u00f3 que \u201cimpulsar el negocio digital de Renfe es un reto\u201d.<\/span><\/p>\n

\"\"
De izquierda a derecha: Alfonso Garc\u00eda-Valenzuela, chief innovation officer<\/em> de IPG Mediabrands; Cristina Lera, data & tech director<\/em> de IPG Mediabrands; David Colomer, CEO de IPG Mediabrands; Vicente Ros, director general de Reprise Digital y chief digital officer<\/em> de IPG Mediabrands; y Eduardo Flores, director general de Matterkind.<\/figcaption><\/figure>\n

Initiative lleva en Espa\u00f1a la estrategia integral de medios de clientes como Amazon, Prime Video, Warner Bros., DIA, LaLiga, Caser Seguros, +Visi\u00f3n, OPTICA2000, Turismo de Canarias, Famosa, Patek Philippe, Deliveroo, Groupon o Nueva Pescanova, entre otros.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

La inversi\u00f3n de Renfe ser\u00e1 dirigida a mejorar su trabajo de SEO y SEM, as\u00ed como el de marketing de contenidos y ‘automation’.<\/p>\n","protected":false},"author":30,"featured_media":134339,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[76],"class_list":["post-134335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-marketing-digital"],"acf":[],"yoast_head":"\nInitiative gana la cuenta de marketing digital de Renfe<\/title>\n<meta name=\"description\" content=\"Initiative gana la cuenta de marketing digital de Renfe, y se encargar\u00e1 de impulsars la divisi\u00f3n de Renfe Viajeros.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=134335\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Initiative gana la cuenta de marketing digital de Renfe\" \/>\n<meta property=\"og:description\" content=\"Initiative gana la cuenta de marketing digital de Renfe, y se encargar\u00e1 de impulsars la divisi\u00f3n de Renfe Viajeros.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=134335\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-24T10:00:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/Initiative-gana-la-cuenta-de-Renfe-Viajeros.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"596\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Roc\u00edo Calder\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Roc\u00edo Calder\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=134335#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=134335\"},\"author\":{\"name\":\"Roc\u00edo Calder\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0cd80129b6d6c318e9e1c6188e323a60\"},\"headline\":\"Initiative gana la cuenta de marketing digital de Renfe\",\"datePublished\":\"2021-09-24T10:00:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=134335\"},\"wordCount\":304,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=134335#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Initiative-gana-la-cuenta-de-Renfe-Viajeros.png\",\"keywords\":[\"marketing digital\"],\"articleSection\":[\"Agencias\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=134335\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=134335\",\"name\":\"Initiative gana la cuenta de marketing digital de Renfe\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=134335#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=134335#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Initiative-gana-la-cuenta-de-Renfe-Viajeros.png\",\"datePublished\":\"2021-09-24T10:00:06+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0cd80129b6d6c318e9e1c6188e323a60\"},\"description\":\"Initiative gana la cuenta de marketing digital de Renfe, y se encargar\u00e1 de impulsars la divisi\u00f3n de Renfe Viajeros.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=134335#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=134335\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=134335#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Initiative-gana-la-cuenta-de-Renfe-Viajeros.png\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Initiative-gana-la-cuenta-de-Renfe-Viajeros.png\",\"width\":1140,\"height\":596},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=134335#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Initiative gana la cuenta de marketing digital de Renfe\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0cd80129b6d6c318e9e1c6188e323a60\",\"name\":\"Roc\u00edo Calder\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g\",\"caption\":\"Roc\u00edo Calder\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=30\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Initiative gana la cuenta de marketing digital de Renfe","description":"Initiative gana la cuenta de marketing digital de Renfe, y se encargar\u00e1 de impulsars la divisi\u00f3n de Renfe Viajeros.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=134335","og_locale":"es_ES","og_type":"article","og_title":"Initiative gana la cuenta de marketing digital de Renfe","og_description":"Initiative gana la cuenta de marketing digital de Renfe, y se encargar\u00e1 de impulsars la divisi\u00f3n de Renfe Viajeros.","og_url":"https:\/\/ipmark.com\/?p=134335","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2021-09-24T10:00:06+00:00","og_image":[{"width":1140,"height":596,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/Initiative-gana-la-cuenta-de-Renfe-Viajeros.png","type":"image\/png"}],"author":"Roc\u00edo Calder\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Roc\u00edo Calder\u00f3n","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=134335#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=134335"},"author":{"name":"Roc\u00edo Calder\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/0cd80129b6d6c318e9e1c6188e323a60"},"headline":"Initiative gana la cuenta de marketing digital de Renfe","datePublished":"2021-09-24T10:00:06+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=134335"},"wordCount":304,"image":{"@id":"https:\/\/ipmark.com\/?p=134335#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Initiative-gana-la-cuenta-de-Renfe-Viajeros.png","keywords":["marketing digital"],"articleSection":["Agencias"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=134335","url":"https:\/\/ipmark.com\/?p=134335","name":"Initiative gana la cuenta de marketing digital de Renfe","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=134335#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=134335#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Initiative-gana-la-cuenta-de-Renfe-Viajeros.png","datePublished":"2021-09-24T10:00:06+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/0cd80129b6d6c318e9e1c6188e323a60"},"description":"Initiative gana la cuenta de marketing digital de Renfe, y se encargar\u00e1 de impulsars la divisi\u00f3n de Renfe Viajeros.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=134335#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=134335"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=134335#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/Initiative-gana-la-cuenta-de-Renfe-Viajeros.png","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Initiative-gana-la-cuenta-de-Renfe-Viajeros.png","width":1140,"height":596},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=134335#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Initiative gana la cuenta de marketing digital de Renfe"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/0cd80129b6d6c318e9e1c6188e323a60","name":"Roc\u00edo Calder\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g","caption":"Roc\u00edo Calder\u00f3n"},"url":"https:\/\/ipmark.com\/?author=30"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/134335","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=134335"}],"version-history":[{"count":4,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/134335\/revisions"}],"predecessor-version":[{"id":134343,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/134335\/revisions\/134343"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/134339"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=134335"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=134335"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=134335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}