David Serrano: "We’re a Bunch of Well-organised Lunatics"

06/05/2008 - Es.cultura

This interview with David Serrano, manager of Es.cultura, appeared in Forum, ABC’s monthly supplement dedicated to the congress sector, on 24 April 2008. With over 10 years of experience in the industry, Es.cultura is a Seville-based company specialising in providing creative entertainment for events, incentives and communication.

What is the current situation of the entertainment industry in Seville? And how do things stand in relation to the congress industry
Industry players are hard-working and have loads of ideas, but maybe there is a lack of professionalism and cohesion. The potential that entertainment and creativity have for events is recognised more outside Andalusia, where it is difficult to do something new without turning your back on the region’s essence.

What does Es.cultura have to offer in this respect?
Since 1997, we have been offering “profitable creativity”. We are much more than just an entertainment company; we are creative show producers for events and communication working for agencies, companies and institutions. Tapas crawls for large events, themed tours, role-play set in Seville, gypsy weddings as incentive parties…all have been created by Es.cultura and are now used by many companies, which gives us enormous satisfaction.

In what way are you different?
Basically, we are a team of well-organised lunatics. We create live communication through experiences and sensations, and in this sense we empathise with our clients and give each project our all.

Of all the events in which Es.cultura has participated, which has been the most special one for you?
Although we have had many experiences, all of which are special in a way, if I had to choose one as a professional, it would be the tapas crawl we organised for Viajes El Corte Ingles for 14,000 people. On the other hand, from a more personal viewpoint, I would say the solidarity events, such as restoring Carmona’s Plaza de Abastos, in which 400 executives of Deutsche Bank took part.

What are the current trends in the MICE entertainment industry?
Creativity and experience marketing are increasingly more valued as efficient tools for reaching an event’s objectives. Maybe the most difficult challenge is to convince Andalusian agencies, companies and institutions to embrace this, discarding the antiquated idea that to do something new you have to come from outside the region. Andalusia has a large number of good professionals, who I would like to invite to work together and create synergies.

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