Speakers at ASEPRI meet 2025

Best regards, ASEPRI.
Opening of the 11th sector meeting

We are pleased to introduce the speakers for our upcoming 2025 Conference.

Thursday 5 June in Valencia (Feria Valencia Events Centre) 9.30am to 5pm

(In-person event only)

Eugenia García

Chair of ASEPRI and CEO of MICUNA Family Brands S.L. With extensive experience in the childcare and children’s furniture sector, M. Eugenia, currently the company’s Managing Director, is the driving force behind its corporate strategy, charting a clear course towards progress and expansion. Her strategic approach and ability to identify opportunities have been fundamental in positioning Micuna as a national leader and a brand of great international renown. In addition to her extensive professional career, which is marked by her dedication and excellence, she has also held prominent positions in key sector institutions, such as Asepri, Aiju and AIDIMME. Her commitment to the advancement of the industry and her participation on governing boards are a testament to her dedication and leadership in the business and sectoral spheres.

Erik Rovina

Erik Rovina, Director of Creative Industries ICEX

He holds a degree in Economics and Business Studies from the Complutense University of Madrid. He has been a member of the Senior Corps of State Trade and Economic Officers since 2002. He has extensive experience in management and leadership within the Spanish public sector. He has served as head of the Spanish Economic and Trade Offices in Dubai (2015–2020) and Mumbai (2006–2011). He was also Deputy Director-General for Trade Policy with Latin America and North America (2013–2015) and, prior to joining ICEX Spain Export and Investment, held the post of Director of the Cabinet at the Secretary of State for Trade for four years (2020–2024). Since September 2024, he has been Director of Creative Industries, reporting to the Directorate-General for Business Internationalisation.

Economic and geopolitical challenges in international markets

The global economy faces numerous economic and geopolitical uncertainties that threaten the course of the current economic cycle and are affecting the markets.

Juan Carlos Martinez Lázaro

Full-time lecturer in the Department of Economics at IE Business School for over thirty years, Juan Carlos Martínez Lázaro is a profound expert on the global political and economic landscape. This background has made him a regular contributor to leading Spanish and international media outlets. “I have always enjoyed keeping up to date with what is happening around the world. Perhaps that is why I now enjoy analysing the international political and economic situation,” explains Professor Martínez Lázaro.

His managerial profile and strong organisational skills have led him to hold various senior positions within IE Business School, and since 2008 he has been in charge of the report “Panorama of Spanish Investment in Latin America”.

Artificial intelligence.

Why is it important to implement AI in business? Efficiency, productivity, innovation and competitiveness.

Manuel Alonso Coto

Dr Manuel A. Alonso Coto has been a Professor of Marketing and Technology at Headspring/IE Business School for over 20 years, where he has created and directed various master’s degrees, advanced programmes and seminars, as well as the Executive Education Department of Marketing and Digital Innovation itself.

In 2008, he founded his own consultancy, Ideas in a Jar, through which he has advised the management of almost all IBEX-35 companies and Coca-Cola, amongst others.

He is also a visiting professor at more than 20 institutions across four continents and a prominent speaker and columnist with articles published in the world’s leading media outlets; he is also the author of more than 15 books on technology management, marketing and innovation.

Among other books:

  • Artificial Intelligence: How to keep your job when AI does the work you do now?
  • Marketing Strategies in the Age of Artificial Intelligence
  • Digital Transformation Plan for Exponential Growth

Beyond the logo:
the brand as a key competitive advantage in children’s products

A brand is much more than just a logo or a visual identity. It is a key asset for business growth, one of the few truly inimitable competitive advantages. In this session, Borja Borrero will discuss the persuasive power of a brand, particularly in a sector such as children’s products, where purchasing decisions are so heavily influenced by technical factors, but above all by emotional (and even irrational) ones. He will also explore the key factors behind the success of the world’s most valuable brands.

Borja Borrero

Borja Borrero is Executive Director at Interbrand for Iberia, the Middle East and LatAm. His role combines responsibilities across Growth, Marketing and Executive Creative Direction, with the aim of expanding and consolidating Interbrand’s growth in Spain and emerging markets, including Africa, LatAm and the Middle East, as well as raising its quality standards, reputation and impact in these regions.

Previously, he held the role of Executive Creative Director for EMEA, India & LatAm for five years, leading projects with national and international impact for clients such as Movistar, Bankia, Repsol, Seat, Renfe, Santander, Tendam, Meliá, Rafa Nadal, Real Madrid and Orona in Spain, as well as UNWTO, Dufry, Mitsis, OHLA, JIO, HBL, Intermarché, MSC Cruises, Infosys, TIM, Renault, Britannia, AJE Group and LATAM internationally.

Under his leadership, numerous projects have been recognised with prestigious awards, including Cannes, Red Dot, El Sol, D&AD and Laus. Borja has also chaired the jury at the 2019 LIA Awards, where he also served as a mentor for the Creative LIAisons programme, and has been a jury member at Cannes Lions, D&AD, IF Awards and the National Marketing Awards, among other competitions.

Borja holds a degree in Advertising and Public Relations from the Complutense University of Madrid. He furthered his education with a Master’s in Communication Design from Pratt Institute in New York and the General Management Programme delivered by IESE Business School.

Children’s and product trends 2026–2030, for the childcare, toy, children’s fashion and footwear sectors. Parenting styles (aiju)

All attendees at the conference will receive an exclusive copy of the 2026–2030 Trends Report, which we will send out by email after the event.
 

Pablo Buso

Pablo Busó. Coordinator of the child user research department at AIJU and a member of the judging panel for TIE’s Play for Change Awards. He has extensive experience in coordinating and implementing national and European projects and tenders related to research on children. He implements R&D&I projects in companies producing children’s products.

Clara Blasco

Clara Blasco. Design & Trend Researcher at AIJU and a member of the International Toy Trend Committee at the Nuremberg Fair. An expert in understanding children and families, maintaining a people-centred approach. She advises toy and childcare companies on identifying insights and trends, and on product development and communication.

Clausura 11º encuentro asepri. Eugenia García presidenta de ASEPRI
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