International Conference on Arts and Cultures

November 28-29, 2019
Universidad Complutense, Madrid, Spain


International Conference on Arts and Cultures

NOVEMBER 28-29 | Universidad Complutense, Madrid, Spain

Congress Host

Universidad Complutense de Madrid

The Universidad Complutense de Madrid (UCM) is the oldest public university in Madrid, considered one of the most prestigious universities in Spain and the Spanish-speaking world. It is formed by 26 faculties of disciplines of arts and humanities, sciences, health sciences, social and legal sciences and engineering and architecture. The Library of the Complutense University of Madrid, with a collection of 2,941,815 volumes, is the largest university library in Spain and the second largest library in the country after the National Library of Spain. At the international level, the Complutense University has cooperation agreements with some of the most prestigious universities in the world such as the University of Oxford, the Paris 1 Pantheon-Sorbonne University, the University of Rome «La Sapienza», the University of Harvard, the University of Chicago and the University of California at Berkeley.


Highlighted Theme

Creativity, art and innovation in communication

  1. Creativity applied to advertising.
  2. Creativity applied to the cinema.
  3. Creativity applied to journalism.
  4. Creativity applied to digital communication.
  5. Creativity applied to video games.
  6. Creativity applied to cultural management.
  7. Creativity applied to art and applied arts.
  8. Creativity applied to new technologies.

The profound changes which modern-day societies are seeing, in terms of the ways they communicate, have redefined human creativity and innovation as essential tools for the transmission of knowledge. This new perspective has inevitably been transferred to the field of Audiovisual Communication – principally to the cinema, to photography, multimedia languages and image synthesis, as well as to radio, television, comics and posters, to advertising, journalism, videogames, to the audiovisual economy and promotion, and to cultural management, new technologies, art and the applied arts.

This move towards a new age in communication is perceived as a limitless field as far as creative and innovative possibilities are concerned. In the case of the former- science and the humanities- which are accepted as the bifurcations of knowledge, they complement each other in the search for creativity; in the latter, they also share the same origin in their innovative efforts (Wilson, 2018). In this sense, the critical approach about the strategic value that innovation acquires in the current environment, leads us to rethink the modalities of narrative discourse and to explore novel forms of relationship, interaction and interconnection in areas of contemporary communication.

Conversely, creativity has been democratised in its scope, making the majority of individuals regard it as something usual in their biographical narratives (Sánchez Capdequí, 2017). Likewise, Unesco (2017) in its report ‘Protecting Heritage and Fostering Creativity’ highlights that in the interconnected world in which we live, creativity contributes to the building of open, inclusive and pluralistic societies, noting also that cultural agreements are an added value option for the promotion of creativity, innovation and the emergence of dynamic cultural sectors.

This latest Congress proposes that we investigate not only the scope of these issues, but also that we reflect upon the multidimensional roles which innovation, art and creativity represent for communication, as an imminent progression of adjustments, within a context which is in a permanent state of transformation.

Scientific Directors

Prof. Antón Álvarez

Prof. Antón Álvarez, PhD | Universidad Complutense de Madrid (Spain)

Antón Álvarez holds a PhD in Advertising Communication from the Complutense University of Madrid and is a professor and researcher in the Department of Applied Communication Sciences at the university. Study the social effects of mass communication and digital networks. For 20 years he has worked as a marketing and communication consultant for national and international companies and corporations. He has taught and conducted research in a large number of universities in America, Africa and Europe. Frequently publishes books and articles in scientific journals.

Prof. Luis Mañas Viniegra

Prof. Luis Mañas Viniegra, PhD | Universidad Complutense de Madrid (Spain)

Luis Mañas Viniegra is professor and researcher in the Department of Applied Communication Sciences of the Complutense University of Madrid. Doctor in Audiovisual Communication and Advertising from the Complutense University of Madrid, he has a degree in Journalism (UCM) and Advertising and Public Relations (UOC), as well as a Master’s Degree in Marketing Management (ESIC), among other postgraduate courses. He has been a professor at the Carlos III University of Madrid, Rey Juan Carlos University and the University of Valladolid, as well as a Master’s degree professor at the Open University of Catalonia and the International University of La Rioja. She is a member of the Complutense research group on Brand Management and Communication Processes and, currently, IP of the Innovation Project “Visual map of professional orientation for the Degree in Advertising and Public Relations”. Before joining the University, he has been Director of advertising agency and Director of Marketing and Communication in several companies.

Plenary Speakers

Christian Byrge

Prof. Christian Byrge, PhD – Aalborg University (Denmark) / SDC University (China)

Developing Creativity as a Second Nature: “Systematic Deliberate Practice” of Fundamental Creative Skills.

Christian Byrge achieved his PhD degree for his research on creativity. He has invented and published several toolkits and books for how to teach creativity that have been taught to more than 100.000 professionals from USA, Europe, Asia, Africa and Australia.  He has also played a lead role in the design of digital gamified creativity training programs and practical assessment methods. Christian has been one of the lead educational designers for several creativity modules, courses and programs in both foundational, youth, ordinary, executive and continuous education. This includes the development of a new bachelor program on Creativity & Business Innovation, a master level program on Creative Genius as well as several youth and child creativity programs. Christian regularly gives keynote speeches, teach courses and do counseling on the enhancement of personal, team and organisational creativity. He typically presents subjects like how to teach creativity, creativity training, assessment of creative potential, the role of persuasion as well as creative processes and techniques.

Gustavo Duperre

Prof. Gustavo Norberto Duperré – Universidad del Salvador and Head Office of Culture and Education (Argentina)

“Postproduction”, museums and collections: innovation and “culture of use” in exhibition management

Gustavo Norberto Duperré graduated in Arts and History Management from the University of El Salvador in Argentina, degree accredited by the Universidad Complutense of Madrid, Spain. He also holds a teacher training degree in Geography oriented to Social Sciences and for fourteen years he has been working as Head Instructor at the General Management of Culture and Education in the jurisdiction of Buenos Aires. He is a candidate for the UNESCO Chairs Programme on Cultural Tourism UNTREF/AAMNBA and Heritage and Sustainable Tourism: International Postgraduate Degree from the National University of Tres de Febrero and the Fine Arts Museum Friends Association, Argentina. He has worked in different activities in the field of culture: in research, as a curator, and also in management. He has contributed with various international congresses in Madrid, Roma, Paris, Ottawa and Cuba. Among his lines of research the following are to be highlighted: digital workflows for Heritage conservation, public image of the museum and its social projection, Jules Verne literature, and links between environmental sciences and contemporary art, some of which topics have been published in the following websites: Society for Photogrammetry and Remote Sensing, the National Archaeological Museum of Spain, the Ministry of Education, Culture and Sports and the Jules Verne Hispanic Society.

Iván Miñambres

Iván Miñambres – UniKo (Spain)

Audiovisual content in the company: challenges and opportunities for the future

After completing his education in sound & image in 2003, he started his professional career in the field of advertising, working for top national brands. Following that, he decided to set up the production company, UniKo, in 2009. Located in Bilbao, it specialises in audio-visual production and animation. In his period as executive producer of UniKo, he has worked for a portfolio of more than 150 clients and done over 800 multiplatform audio-visual projects for film, TV and internet. During his career he has won over 180 international awards, among them, 3 Goyas for productions in which he has played a part (Birdboy, Psiconautas y Decorado). His works have been selected at many prestigious festivals including Cannes, Toronto, San Sebastián, Chicago, Annecy, Foyle and Slamdance, overcoming the competition at over 500 events across five continents. As a consequence, the Culture Minister included two of his projects in the ‘Shorts from Spain’ catalogue which highlights Spain’s best productions. He is currently immersed in producing his second full-length animated film, UNICORN WARS (directed by Alberto Vázquez). He does this without losing sight of his ambition: to continue generating audiovisual content from the capital off the world, as well as “offering UniKos services to UniKos clients”.

Valérie-Inés de la Ville

Prof. Valérie-Inés de la Ville, PhD – Université de Poitiers (France)

Grand Angoulême : from a pioneer city dedicated to cultural industries to a creative economy territory

Drawing on the pionnering initiatives of the City of Angoulême in the late 70’s in the comic book sector, this conference investigates the implementation methods of the Greater Angoulême as well as the working methods chosen to develop territorial skills in the cultural and creative industries and enhance endogenous synergies between the various organizations involved in the territory.

Valérie-Inés de La Ville, graduated from EM Lyon and holds PhD in entrepreneurial strategies from University Lyon 3. She is currently Full Professor in strategic marketing and business policy at the University of Poitiers. She created the European Centre for Children’s Products – a training and research unit – set up in Angoulême at the heart of the Magelis Image Cluster (http://cepe.univ-poitiers.fr)  Her publications focus on the economic socialization of young consumers, the processes of innovation and corporate social responsibility with regard to children and youth. In 2004, she launched the first International Child and Teen Consumption Conference, and organized the 8th edition in 2018 (https://news.cnrs.fr/articles/children-of-marketing). She was the scientific leader of the Ludo-Aliment ANR project from 2007 to 2010 and is a member of the Editorial Board of the Young Consumers journal. She currently leads the research programme 2015-2020 CPER / Feder Project “The Future of Creative Cultural Industries”.

Featured Speakers

New Realism in Contemporary Israeli Painting

Dr. David Graves
The Academic College of Tel Aviv (Israel)

Dirección de arte y gráfica publicitaria: estrategias creativas apoyadas en la pintura, la escultura y la música

Aida María de Vicente Domínguez
Universidad de Málaga (Spain)

Márgenes de la música. El horizonte y el otro en la experiencia musical

Javier Ares Yebra
Universidad de Vigo and Academia Argentina de Artes y Ciencias de la Comunicación (Spain / Argentine)

Young Researchers Scholarships


Renata Canevari Modernel
Universidad de Vigo
Spain / Brazil


Marcos Casero Martín
Universidad Complutense de Madrid


Trinidad Florio Alcaide
Universidad Complutense de Madrid


María Gargoles
Universidad Complutense de Madrid


Jacobo Hernando Morejón
Universidad de Málaga


Juan Felipe Martínez Bueno
Universitat Politècnica de València
Spain / Colombia

Marta Mitjans Puebla
Universidad Abat Oliba CEU

Daniel Pattier Bocos
Universidad Complutense de Madrid


María José Porras Sepúlveda
Universidad del Quindío


Carmen Rojo Delgado
Universidad Complutense de Madrid

Congress Program

Programa final del congreso
Download 2019 Program