JAKALA Madrid, in partnership with OneTrust, launched a new event format: Digital Drink — an opportunity to explore cutting-edge technologies and emerging best practices around how brands responsibly manage user data, activate it intelligently, and handle consent and preferences in a transparent and secure way.
The inaugural edition of Digital Drink brought together industry thought leadership, interactive discussions, and a premium gastronomic experience — featuring wines from Bodegas Cepa 21 and Iberian ham curated by Enrique Tomás. With support from OneTrust, the global leader in privacy and trust technology, we welcomed over twenty leading companies, including Día, Mutua Madrileña, Bankinter, Banco Santander, and Vodafone.
More conscious consumers, more accountable brands
One of the key takeaways from the event was the growing awareness among consumers about how their personal data is used. Their willingness to share that data is increasingly tied to trust and privacy assurances.
Every brand wants to offer the best possible experience. But to do so, we need to know our customers better — and that starts with earning their consent.
Javier Sevilla, Regional Sales Director de OneTrust Iberia & LATAM.
The cost of getting it wrong
The conversation also addressed the risks of mismanaging data and the consequences for brand reputation and customer loyalty.
More than 40% of consumers say they choose to engage — or not — with a brand based on how their data is handled. Businesses face mounting pressure to meet KPIs, and sometimes this leads to shortcuts. But failing to manage data properly ultimately harms the business.
Javier Oliete, Managing Director en JAKALA.
Attendees learned how OneTrust’s platform supports responsible data management and how JAKALA integrates these tools into its marketing strategies to protect clients' reputations and reinforce consumer trust.
We support brands from the moment a user shares their data, ensuring informed consent. We help users understand why their data is being collected and how it will be used. From there, we implement privacy policies, risk evaluations, and automated data flows — all in full compliance with current regulations.
Javier Sevilla, Regional Sales Director de OneTrust Iberia & LATAM.
Real stories, real brands
The event also gave the floor to JAKALA clients who shared their experiences and challenges in building data transparency into their customer relationships.
One of our biggest challenges is clearly communicating the purpose behind data collection and usage. It’s not about leveraging data for business gain — it’s about enhancing the user experience.
Alejandro García Baena, Head of Digital Business de Ilunion Hotels.
Users aren’t necessarily reluctant, but they are unpredictable. If something isn’t relevant, they’ll unsubscribe immediately. Giving users control over what content and channels they receive builds significant trust.
David Carro, Senior Digital Leader at Digital & AI Booster.
OneTrust has solved a major pain point: ensuring compliance with every legal clause. For large corporate groups, managing permissions and policies consistently across entities is essential.
Iván Izquierdo, Head of IT Transformation en Mutua Madrileña.
Toward smarter, more human marketing
At JAKALA, we believe in a vision of marketing that blends intelligence, technology, and respect. Building stronger, longer-lasting relationships with customers starts with responsibly managing every data point, every click, and every permission — because trust isn’t requested, it’s earned.
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