Blanca Miguélez-Juan

Blanca Miguélez-Juan holds a PhD in Social Communication (Cum Laude) with international mention from the University of the Basque Country/Euskal Herriko Unibertsitatea (UPV/EHU) and a degree in Advertising and Public Relations from the same university. She has had a professional career linked to Art Direction in several prestigious Spanish advertising agencies (Publicis, Leo Burnett, Contrapunto BBDO). She is currently Assistant Professor in the Department of Audiovisual Communication and Advertising, in the Faculty of Social Sciences and Communication of the UPV/EHU and has been accredited as an Associate Professor. As a teacher she has taught in the Degree in Advertising and Public Relations at the University of the Basque Country and has also taught in this same degree in several Spanish public and private universities: Universidad Complutense de Madrid, Universidad de Valladolid, Universidad de Sevilla, Universidad Loyola Andalucía, Universidad Camilo José Cela. Her lines of research focus on higher education in the European Higher Education Area (EHEA), digital communication, branded content, art direction, advertising creativity, new professional profiles in the field of communication and child and teen consumption. In the field of research, it is also worth mentioning the research stays in national and international universities, the presentation of papers at international conferences, the publication of scientific articles and numerous book chapters in academic publishers ranked among the top of the SPI ranking of publishers.

Publications

Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Blanca Miguélez-Juan, Gema Bonales-Daimiel. © 2023. 441 pages.
In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced...
Music Branded Content: The Video Clip as an Advertising Medium at the Service of Automotive Brands
Music Branded Content: The Video Clip as an Advertising Medium at the Service of Automotive Brands
Blanca Miguélez-Juan. © 2023. 30 pages.
In recent years, advertising has been encroaching on the spaces where consumers look for entertainment. However, increasingly demanding consumers have found ways to avoid it...
Branded Content: Analysis of Case Studies and Measurement of Its Effectiveness Using Neuromarketing Techniques
Branded Content: Analysis of Case Studies and Measurement of Its Effectiveness Using Neuromarketing Techniques
Patricia Núñez Gómez, Luis Mañas-Viniegra, Blanca Miguélez Juan. © 2020. 24 pages.
Branded content is an advertising format that integrates brand equity with content of interest that engages the audience, and it does so in a natural, emotional, and...