The t2ó ONE event was held on November 4th in Madrid and brought together over 200 leaders from the advertising industry to debate the power of AI to generate business and revolutionize the industry.
Madrid, November 17, 2025. t2ó ONE, a global leader in marketing solutions in the world of technology, data, and media activation, with operations in Southern Europe, Latin America, the USA, and Canada, presented its third edition of the professional meeting, New Ways of Marketing, in Spain. This year, the Green Patio event hall witnessed the event on November 4th, which gathered more than 200 marketing, advertising, and technology professionals to redefine how brands communicate, connect, and grow in the digital age.
Artificial Intelligence to Generate Business
In an environment where the promise of artificial intelligence (AI) is no longer enough, the meeting proposed a clear roadmap: what makes the difference is how we apply data, AI, and creativity to serve real results. As highlighted by the speakers, AI should not be an end in itself, but an engine that boosts human talent, mobilizes data, and sparks imagination.
Thus, the discussion focused on three key areas:
- AI that Sells: Presentations highlighted how artificial intelligence is moving beyond the exploration phase to become an active agent in sales, automation, and personalization. It’s not just about generating content, but about converting it into action, conversion, and loyalty.
- Data that Activates: Analyzing is no longer sufficient; professionals must translate information into agile decisions, relevant experiences, and campaigns that respond to the customer’s exact moment. That is, «activation» is key.
- Creativity that Accelerates: The event emphasized that despite technological advances, creativity remains the heart of differentiation. A relevant, well-told idea, supported by the appropriate technology, is what accelerates impact and helps brands gain ground.
Speakers Who Made a Difference
Numerous standout industry experts shared their experiences, success stories, and learnings at this event: from how major advertisers integrate AI into creative processes to how startups and agencies are generating value with real-time data. Networking and debate sessions offered unique opportunities to exchange vision and strategy. Among them, Dimas Gimeno, a renowned Spanish businessman and former president of El Corte Inglés, stood out.
If one thing was clear at New Ways of Marketing 2025, it is that the coming year is key in the advertising business, as the competitive and technological environment is advancing at a dizzying pace. Brands that continue to rely exclusively on «the latest tool» will be caught in the inertia. In contrast, those that articulate technology, data, and creativity will be prepared to lead.
In the words of Javier Fdez. Saavedra (Global General Manager of t2ó ONE), “We live in exciting times in the world of marketing. AI is a transformative axis that changes ways of doing things and already has a clear and real business impact on many clients. It is the responsibility of all professionals in our industry to test, learn, and integrate what works. At t2ó ONE, we are prepared to support our clients and get the most out of this new era.”
About t2ó ONE
t2ó ONE is a group of leading marketing solutions companies in the world of technology, data, and media, offering cutting-edge solutions through its family of brands: t2ó, FiT, LeadGenios, LPF, GAIN, OnTop, Gestión de Medios, Xeerpa, FLY ME TO THE MOON, and Rebel & Thorn. With a clear commitment to innovation and sustainability, t2ó ONE empowers and supports brands to achieve exceptional business results, for over 20 years. It is present in Spain, Italy, Mexico, the USA, Canada, Brazil, Ecuador, and Colombia.
