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Today is Marketing (Hoy es Marketing) is one of the most prestigious professional events in the Spanish marketing and business calendar, held at the IFEMA North Convention Center in Madrid. Each year it brings together thousands of marketing directors, business leaders, and communications professionals for a full day of keynote speakers, panel discussions, and networking. For brands that want to engage this audience, having a strong presence at the event — whether as a sponsor, exhibitor, or brand activator — is a significant opportunity.
Adam Expo Stand participated in Today is Marketing at IFEMA Madrid, providing exhibition stand design and installation services for companies looking to create a compelling brand presence at the event. This experience highlighted the specific requirements of designing for marketing professionals — an audience that is both visually literate and highly critical of brand presentation.
What Is Today is Marketing Madrid?
Today is Marketing is Spain’s leading annual gathering for marketing and business professionals. Founded over two decades ago, the event attracts senior figures from Spain’s largest companies alongside representatives from international brands operating in the Spanish market. The programme combines high-profile keynote presentations from globally recognised speakers with practical workshops and a trade exhibition area.
For exhibitors and sponsors, the audience is exceptionally high quality — marketing directors, CMOs, brand managers, and senior business decision-makers who are actively evaluating suppliers, tools, and partners. It is an environment where your brand presentation is judged not just as a company but as a demonstration of your own marketing capabilities.
Designing an Exhibition Stand for Marketing Professionals
Exhibiting in front of a marketing-savvy audience raises the stakes considerably. These visitors notice everything — the quality of your graphics, the consistency of your visual identity, the logic of your stand layout, the behaviour of your staff. A poorly designed or inconsistently branded stand in front of marketing directors does not just fail to attract — it actively communicates that you do not practise what you preach.
Here is what matters most when designing for events like Today is Marketing:
Absolute Brand Consistency
Every element of your stand — graphics, furniture, staff clothing, handouts, digital screens — must be completely consistent with your brand identity. Colour mismatches, different font families, or inconsistent messaging across different stand elements will be noticed immediately by a marketing audience. Work with a stand builder that has professional graphic design capability integrated into the build process.
A Clear, Singular Message
Marketing professionals are exposed to more brand messages per day than almost any other audience. To cut through, your stand must communicate one thing extremely clearly, not ten things vaguely. Define your primary message before any design work begins: what is the single most important thing you want a visitor to take away from your stand?
Premium Production Quality
At events like Today is Marketing, average production quality reads as poor quality. The audience’s baseline expectation is high because they are surrounded by well-resourced brands investing heavily in brand expression. This is not the event for a basic shell scheme with a pull-up banner. Budget appropriately for high-quality materials, professional lighting, and a stand that looks like it was designed rather than assembled.
Engaging Staff, Not Passive Staff
Your stand staff is part of your brand expression. At a marketing event, passive or disengaged staff — sitting down, looking at phones, waiting for visitors to approach — sends a damaging signal. Brief your team thoroughly, position them actively at the entrance of the stand, and equip them with a clear, brief, and compelling opening line that leads naturally into a conversation.
Stand Options for IFEMA Convention Events
The IFEMA North Convention Center in Madrid hosts Today is Marketing and a range of other high-profile professional events throughout the year. The venue’s exhibition spaces typically feature shell scheme configurations for smaller exhibitors and space-only plots for larger sponsors. Key considerations specific to this venue:
- Ceiling heights in the main exhibition halls allow for stands up to 3m–4m depending on the area
- Power and lighting are available but must be pre-ordered through the organiser’s technical services
- Access for build-up is typically the day before the event — confirm timings with the organiser as soon as possible
- Parking and logistics at IFEMA are well-managed but require advance registration for vehicles entering the site
How Adam Expo Stand Supports Brands at Madrid Convention Events
Adam Expo Stand has worked at IFEMA Madrid and the North Convention Center across numerous events. Our team is familiar with the venue’s technical requirements, build-up procedures, and logistics — which means faster setup, fewer complications, and a stand that is ready well before the event opens.
We offer a complete service from concept to completion: strategic design consultation, 3D visualisation, graphic production, furniture sourcing, on-site installation, and post-event dismantling. Everything is managed in-house, without subcontractors, ensuring consistent quality and predictable costs.
For brands that want to make a strong impression at Today is Marketing Madrid or any other professional event at the IFEMA Convention Center, we provide the expertise and production capability to deliver a stand that reflects the quality of your brand.
Planning Your Presence at Today is Marketing Madrid
If you are planning to exhibit or sponsor at Today is Marketing, here are the key steps to follow:
- Register your interest early: Sponsorship and exhibition packages at premium professional events are often limited and sell out quickly
- Brief your stand builder at least 6–8 weeks before the event: For a well-executed stand, allow adequate time for design, production, and delivery
- Align your stand brief with your marketing objectives: Define what success looks like before you start designing — leads collected, meetings held, brand impressions made
- Prepare your team: Brief all stand staff on messaging, positioning, and lead capture procedures well before the event day
Interested in exhibiting at Today is Marketing Madrid or similar professional events? Contact Adam Expo Stand for a free consultation on your stand design.
Frequently Asked Questions
How much does it cost to exhibit at Today is Marketing Madrid?
Exhibition and sponsorship packages vary each year. Contact the event organisers directly for current pricing. Stand design and production costs are separate from your event participation fee and depend on the size and specification of your stand.
Is Today is Marketing suitable for B2B companies?
Yes. The majority of attendees are senior professionals from large organisations. It is particularly suitable for marketing technology, agency, media, and professional services companies targeting marketing and communications decision-makers.
Can Adam Expo Stand build a small stand for a convention event like this?
Absolutely. We work with stand sizes starting from 6m² upwards. A well-designed small stand executed to a high standard consistently outperforms a large, poorly designed one.
