20 April 2023 TB Members Calling


TB Members Calling #59 | Cora Cuevas: “Music is incredibly powerful”

20 April 2023 TB Members Calling

We all have an advert song on a loop in our head. They are sung, danced to and hummed in any place and at any time, even the most unexpected ones. Because music generates memories and deep feelings in the audience, and Cora Cuevas (Logroño, 1972) knows this. Cora is the Communication Director of Hit The Roi, a creative agency that has created customised music campaigns for such well-known brands as Pescanova, Grupo Godó, Borges and Seat. “We make the song of the advert and the advert of the song”.

“Although I studied law, my professional life has always straddled events, marketing, advertising and communication. I find it much more fun and more in line with my personality. In 2022, I teamed up with Marcos González-Cuevas, musician, publicist and art director, to create Hit the Roi together”.


TB: What is the purpose of your project?

CC: We want our clients to be able to make themselves known in a different way. In a landscape full of messages, where there is so much competition for attention and so many agencies that do it well, we are looking for a unique niche that brings advertising closer to entertainment. As we have mastered the tool of music and we have a sustainable size, we offer quality advertising, within everyone’s reach. When advertising with music, we get them to reinforce their brand and create more emotional links. Experience has shown us that music is incredibly powerful in communicating and entertaining.


TB: A good idea you’ve had.

CC: To sell our services by the sampling method. As our positioning is so rare, we persuade with examples made ‘ad hoc’ for the brands. We make up campaigns, compose the song and sketch the whole thing. That way, they understand what we can offer. You’d be surprised how successful it is.


TB: A bad professional experience.

CC: There are always good and bad experiences throughout your working life, especially when you have been working for so many years. But I have the great luck or ability to erase all the bad things from my mind. I tend to forget, maybe it’s my age 😉


TB: The best advice you’ve been given.

CC: I was in a multinational company working like crazy just when my second daughter was born. I was putting in so many hours that I literally didn’t see my family, even on weekends. Although I loved my job, I was not happy, so someone told me: “differentiate what is really important in your life and what is not”. That has helped me to prioritise my interests and live life a little more. Work, although I love it, is no longer everything to me.


TB: A professional reference that inspires you.

CC: It depends on what for. At the international level, I follow Elon Musk and Mark Zuckerberg. On a national level, Romuald Fons, Judit Català and Mónica Mendoza.


TB: A technology that will shape the future.

CC: Obviously, Artificial Intelligence. It is already being used in many areas. In the future, AI is expected to have an even greater impact on society, including significant improvements in efficiency and productivity. As AI continues to evolve and improve, it is likely to dramatically change the way we work, live and interact with each other.


TB: What are your concerns?

CC: Likewise, AI. It’s actually a bit scary, especially if it’s not used correctly. I am also very concerned about the future of China and Taiwan.


TB: A startup.

CC: Bubbo. It is an application that recommends series, films or documentaries from any streaming platform.


TB: A book to recommend.

CC: Paloma Sánchez-Garnica’s “The Last Days in Berlin” grips you from beginning to end.


TB: A series, movie or song that defines your moment in life?

CC: I’m currently watching “Workin’ Moms”. It doesn’t exactly represent my time in life, but I empathise with many of the situations. It’s a silly series, but I spend some time and have a few laughs.


TB: A recipe, a meal, a restaurant.

CC: Andalusian gazpacho drives me crazy. And when summer arrives, there’s not a day goes by that I don’t make it at home. When I go out for lunch or dinner, where I enjoy it most is in a good Japanese restaurant. The other day I discovered an amazing little place called Nori Sushi in the Putxet neighbourhood.


TB: A city or trip.

CC: I think New York is a spectacular city, although I’m more into adventure travel, exotic and nature activities. I leave cities for my retirement. Thailand meets all the requirements of my ideal trip, for example.


TB: Where would you invest 100k?

CC: In my business and probably in the stock market.


TB: What about a million euros?

CC: In real estate. I would look for good returns.


TB: If you weren’t an entrepreneur…

CC: I would be working as an employee without being able to enjoy the freedom I have now and the excitement of seeing a business that is yours grow. It’s more comfortable, but it’s not the same…


TB: What does Tech Barcelona represent for you?

CC: You are the big brother of the entrepreneurial ecosystem, thank you very much for your initiative!