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Spanish marketing vet sets up shop

Gil was marketing chief at leading exhib Cinesa

SITGES, Spain — One of Spain’s best-known marketing execs, Ricardo Gil, the former director of marketing and public relations at Cinesa, a leading Spanish exhibition company, has created a new consulting company, Ricardo Gil & Asociados.

Launched this month, Ricardo Gil & Associates will offer services to Spain’s distribution and exhibition companies, Gil told Daily Variety at the Sitges Intl. Film Festival of Catalonia.

The shingle will act as a mini-holding, being made up of seven Barcelona-based companies servicing distribution and exhibition companies that do not have inhouse marketing departments or need additional help.

Shingle will offer market and product analysis, fidelity programs, mer-chandising manufacturing, the design of ad materials and the creation of fabrics and banners.

Gil’s first marketing agreements have been inked with the Sitges Film Fest and the Santander Intl. Film Festival of Cantabria — Sportcine. Gil is aiding distributors at Sitges and aims to help open up the Santander event to a wider range of programming.

“Our greatest strength will be immediacy. I hope we’ll be useful to the industry. Help might be needed more in distribution than exhibition,” said Gil.

The move comes as outhousing and specialization have grown across Spanish industry sectors. Marketing has yet to be fully developed at many companies.

Gil started off in the film biz as the marketing director at Spanish minimajor Filmax.

From 1991 to July 2006 he led marketing at the formerly Universal and Paramount-owned Cinesa, which has 392 screens. Under Gil, Cinesa pioneered multiplexing in Spain and launched groundbreaking fidelity programs and digital ticketing systems.

“Spanish cinema chains tend to be conservative with marketing. Also, maintaining marketing departments is really expensive: We can change this,” Gil concluded.

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