How to create an event nobody forgets?
Desde Dentro
August 2026
In Desde Dentro, Josep Plana, founder and director of La Puta Suegra, takes us behind the scenes of what it really means to create events that people remember. From building a production from scratch to managing the pressure of a live event where there is no second chance, Josep explains what happens behind the scenes, which roles make up an agency, and how ideas are transformed into productions that go beyond the expected.
With a career that began in television and eventually led him to create his own agency, Josep shares how everything he has learned across different industries has shaped the way La Puta Suegra works today. He also speaks openly about the less glamorous side of the profession: the pressure, the sacrifices, the unpredictable situations and the responsibility of delivering when everything is happening in real time.
The conversation also explores what agencies are really looking for when hiring, why Josep values attitude over a conventional CV, whether it is better to start a business young or first grow within other companies, and how to discover what you genuinely want to dedicate yourself to. An honest look at the people, mindset and work behind the events that nobody forgets.