Sharing Best Practice CLIP Workshop

Hosted by: BBVA

The event will start on: 24 Oct 13 17:30
And will end on: 25 Oct 13 15:00

Location: Madrid, Spain

Branding as a Key to Integration in Rolling Out Global Learning Initiatives

Target Group
This workshop is by invitation only and is dedicated to corporate learning and corporate HR practitioners from companies. Free of charge for EFMD member companies.

Campus BBVA
Paseo Conde de los Gaitanes 45-51
28109 La Moraleja, Madrid


More Information


Thursday, 24 October 2013
19:30 Networking Dinner


Friday, 25 October 2013
08:30 – 09:00 Registration and Welcome Coffee
09:00 – 09:30 Introduction
  • Gordon Shenton, Associate Director Corporate Services, EFMD
  • Luis Sanchez, Human Resources & Services, BBVA Group
09:30 – 10:30 “Chief Learning Officer Survival Kit”
  • Diego Sanchez de Leon, Talent & Organization lead Europe, Africa, Latam, Middle East, Accenture
10:30 – 11:00 “Campus BBVA: a Learning Model in Permanent Evolution ”
  • Oliver Fernandez-Pretel Jimenez, Head of Global Learning Architecture, BBVA

11:00 – 11:30

Coffee Break

11:30 – 13:00

Interactive Panel Session facilitated by Ignacio Rivas, Global Talent & Development Director, BBVA Group 

Panelists include:

  • Siegfried Hoenle, Managing Director, Talent & Leadership Solutions AG
  • Steven Smith, Director Capgemini University
  • Christian Standaert, General Manager, ArcelorMittal University
  • Almudena Rodriguez Tarodo, Corporate Vice President, Head of Corporate Marketing HR Unit, Grupo Santander
13:00 – 14:30 Lunch
14:30 – 16:00 Parallel Working Groups
“Sharing of Experiences and Challenges Amongst Participating Companies”
16:00 – 17:00 Final Plenary
  • Report from Working Groups
  • Wrap up
17:00 End of Workshop

Once the central, Group-level, learning organisation has established its reputation with a well-recognised portfolio of ‘corporate’ programmes, the next challenge in many companies is to integrate the fragmented L&D landscape across the different regions, business units and functions.

This can be partially achieved with new global systems and hierarchical structures that formalise the integration process. However, learning is very much a hearts and minds issue and it is not easy to impose centrally defined solutions unless there is real buy-in and a positive acceptance of the corporate learning organisation’s legitimacy. Emotional integration is essential to underpin a sense of shared identity with common objectives and collective bonds.

To be able to achieve this, one of the crucial assets is the brand image of key programmes as well as the corporate learning organisation behind them. Do they evoke a clear identity towards the internal target population and also pull in learning professionals around the company positively? An identity which is supported by proven competence, distinctive expertise and excellence in performance. Which inspires confidence both for its perceived top-level strategic relevance and for its ability to bring together and federate local players.

  • Which are the key challenges in deploying L&D initiatives across a complex gobal organisation?  And how do expert communities, standardised processes, shared accountability and a common purpose contribute to the success of such ventures?
  • In what ways can a successful brand image be used as a means of legitimising efforts to create a more integrated, homogeneous learning portfolio across the company as a whole?  How can a strong brand image underpin a multi-local or franchising model through which central L&D competence is disseminated through the company?
  • In addition to the internal uses, what are the external uses of a strong brand image with respect to the company’s suppliers and clients?  How does the learning organisation’s brand image contribute to the employer branding process?
  • How can the scope of the L&D brand be defined? How does this relate to the brand image of the company at large?

Practical Information

  1. Venue
  2. Participation Fee
  3. Registration
  4. Accommodation
  5. Map & Directions
  6. Links

1. Venue

Campus BBVA
Paseo Conde de los Gaitanes 45-51
28109 La Moraleja, Madrid
2. Participation FeeTop
  • Free      EFMD Members
  • 700€     EFMD Non-members
  • Free      Invited guests
Reduction Fee: 10% reduction for the second registration from the same institution
Fees cover attendance at the meeting, documentation, meals and refreshments, but NOT hotel accommodation. Hotel fees are to be paid directly to the hotel upon departure (please refer to the Hotel Information Section further down for more details).

Cancellation Policy
Cancellations must be confirmed in writing. If we receive notice of your withdrawal by October 14, 2013, a cancellation administrative fee of 75€ (+21% VAT) will be charged. After this date, we regret we are unable to refund any fees. However, in such cases substitutes are welcome at no extra cost, as long as we receive notification of the name, title and address of the substitute.
3. RegistrationTop
Please register via the above registration link (top right)
4. AccommodationTop
Campus BBVA
Paseo Conde de los Gaitanes 45-51
28109 La Moraleja, Madrid

Please complete this form and e-mail it to: This email address is being protected from spambots. You need JavaScript enabled to view it.

Rate:  Single room per night per person: 78€ (incl. breakfast, taxes).

Cancellation Policy:  If you need to cancel you reservation please send an e-mail to This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Cancellation before 14/10/2013 : no cancellation fee
  • Cancellation between  14/10/2013 and 21/10/2013 : 50%  fee charge
  • Cancellation as from 22/10/2013 : 100%  fee charge
Deadline:  As there are a limited number of rooms, we advise you to make your booking as soon as possible and before 5th October 2013.

If you don't wish to stay in Campus BBVA or if the Campus doesn't have any more available rooms, here are SUGGESTIONS FOR ACCOMMODATION TO CONTACT DIRECTLY:
5. Map & DirectionsTop

Airport Madrid Barajas International Airport to Campus BBVA +/- 20 min. (by taxi.)

Madrid public transportation
It includes 13 metro lines, more than 170 bus lines (EMT) and 10 lines of Cercanias (local trains that link the city centre with the suburbs).
    With 213 stations (and growing), the Metro is very easy to use. Each metro line has a color and a number, and the commuting doesn't take so long. It  runs from 6:00 am to 1:30 am. The frequency varies according to the line, the time of the day and the day of the week, but it can vary between 2 or 3 minutes at rush hours to 5 minutes during the rest of the day. At night, they run every 10-15 minutes. It is not recommended to travel during rush hours (7:30 am to 9:00 am) because trains are very congested.
    logo pdf Map from La Moraleja (metro stop) to Campus BBVA
    EMT buses connect downtown with the neighborhoods. The buses are blue, with the exception of those that run on diesel(less then10%) that are red. The new ones use hydrogen. One important feature, specially in Summer: they are all air conditioned. They run every day from 6:00 am to 0:00 am, every 5 to 15 minutes. The frequency may vary according to the time and the bus line. The new blue busses also provide a child seat with appropriate seat belts.
    The Cercanias railway is connected to the subway at Atocha, Chamartín, Nuevos Ministerios, Príncipe Pío, Delicias, Pirámides or  Méndez Alvaro stations. Another station in downtown (not connected) is Recoletos. Cercanías trains take you to popular Paseo de la Castellana and Nuevos Ministerios. It runs from 6.00 am to 11:00 pm, every 3 to 5 minutes, and trains are extremely punctual and efficient.
6. LinksTop