La Puta Suegra reveals the secrets to creating incredible events
Marketers Club
May 2025
Pau Yambi sits down with Josep Plana to lift the hood on La Puta Suegra and understand how we design an “incredible” event from the inside. The conversation explores the origin of the name as a strategic filter to attract clients who want to escape anything industrial, the method we use to get into each couple’s DNA, and how every celebration is crafted with the precision of a live television production, with minute-by-minute run sheets and neuromarketing applied to audience energy. An essential episode for marketers, creatives, and anyone curious about the premium events and luxury wedding industry.
Josep Plana shares his transition from Televisión Española into the events sector, explains how he draws inspiration from large-scale formats like Eurovision or the Super Bowl for our exclusive weddings, why at La Puta Suegra we maintain a permanent in-house team instead of freelancers, and how we handle extreme challenges—such as that tornado that destroyed a setup just hours before the event. An honest look behind the scenes of premium weddings, brand events, and large-scale international event production.
The episode closes with Josep Plana explaining his professional dream: to creatively redesign a World Cup or the Olympic Games. A must for professionals in experiential marketing, high-end wedding planning, advertising creativity, and luxury event production, and an invitation to understand how a disruptive brand is built within the luxury wedding and exclusive events industry.
“Without client trust, innovative ideas cannot be developed: creative freedom is the raw material.”– Josep Plana