On 22 September, the Tasting Room at Estrella de Levante in Murcia hosted the second themed workshop of Impacta Meeting: “Brands that act from their truth”. For nearly two hours, representatives of five brands from the Region sat down to share, in a closed format with no recordings, how they work on authenticity and purpose inside their organisations.
What is Impacta Meeting?
Impacta Meeting is a series of gatherings that forms part of the Impacta Festival ecosystem, Spain’s first social advertising festival. Unlike the festival, which is an open event, Impacta Meeting is an intimate, participatory space with no audience and no cameras, designed so that executives and marketing leads can speak freely about the successes, obstacles and genuine doubts of activating brand purpose from the inside.
The first Impacta Meeting took place in May 2026 at the Faculty of Communication and Documentation of the University of Murcia, with five senior women from Estrella de Levante, Pikolinos, Hero, Muñecas Famosa and Chocolates Valor discussing their brands’ emotional truths. This second gathering brings a new generation of regional brands into the conversation.
Five brands, one exercise in authenticity
The second edition was attended by:
- Bollo Natural Fruit — Eudoxia de la Peña Galiano, Corporate Marketing Director
- ElPozo Alimentación — Juan Carlos Cruz, Brand Manager of ElPozo Extratiernos
- Juver — Joaquín Jiménez Mazuela, Sales and Marketing Director
- Las 3 Brujas — Víctor Antonio López Arcas, Marketing Manager
- Smöoy — Miguel Ángel López Carretero, General Manager
The conversation centred on brand authenticity, the link between corporate purpose and business goals, and each participant’s personal experience of communicating and activating that purpose, both internally and towards consumers.
A closed space, with no audience or recordings
The session was led and facilitated by Lucía de la Vega Merino, in a participatory format deliberately removed from the noise of a public event: no audience and no audiovisual record, to encourage a frank dialogue between brands that, in other contexts, compete for the same consumer.
From conversation to stage: on the road to Impacta Festival
The conclusions of this workshop don’t stay in the room. Juan Morales and Isabel Benavides are documenting the findings of the various Impacta Meetings in a report that will be presented at the next edition of Impacta Festival, on Friday 6 November 2026 at the HUB Audiovisual de Murcia, coordinated by Guillermo Sojo and Marcos Palena.
It is, at heart, the same logic that underpins the whole Impacta project: making the Region of Murcia a genuine meeting point for brands, agencies and institutions to talk about purpose-driven advertising — not just one day a year, but throughout the calendar.
Want your brand to be part of Impacta?
Impacta Festival is a DKZ Studio project, organised together with IAP · Impacta Asociación Publicitaria. Ask for the full dossier or get in touch if you’d like your brand to take part.
Discover Impacta Festival → Let’s talk →Frequently asked questions
What is Impacta Meeting?
It is a series of gatherings within the Impacta Festival ecosystem, run as closed workshops where executives and marketing leads from brands in the Region of Murcia openly share their experience of brand purpose. The conclusions feed a report presented at Impacta Festival.
Who took part in this second Impacta Meeting?
Representatives of Bollo Natural Fruit, ElPozo Alimentación, Juver, Las 3 Brujas and Smöoy, under the title “Brands that act from their truth”, facilitated by Lucía de la Vega Merino.
How does this connect to Impacta Festival?
The conclusions of the Impacta Meeting workshops are documented in a report presented at Impacta Festival on 6 November 2026 at the HUB Audiovisual de Murcia, organised by DKZ Studio and IAP · Impacta Asociación Publicitaria.