Manuel Sala, Director General of OJD, participates in a new PROA Comunicación Observatory

“The audit of media coverage and audience is required by advertisers, and quality content must be paid for,” acknowledged Manuel Sala, general manager of Información y Control de Publicaciones S.A. (OJD), at the PROA Comunicación Observatory, held at Degussa’s headquarters. “This is something that is already working in other countries,” he added, while expressing his conviction that “The media that makes an attractive product will be profitable.”

This was one of the premises he defended in the course of his speech, in which he began by explaining what the OJD is and its areas of action, who its main shareholders are, what its objectives are, how it works, the reason for the need for reliable dissemination and audience data, in addition to explaining the situation in other countries. And, since advertisers are the ones most interested in having correct and audited data on the media in which they are going to place their brands, he went into great detail about how advertising works. At that point, he alluded to a quote from marketing pioneer John Wanamaker, “Half the money I spend on advertising goes to waste; the problem is that I don’t know which half.”

In this sense, he pointed out that “Any advertiser can trust information with an OJD seal”, a private and independent company, founded in 1964, member of the IFABC (International Federation of Audit Bureaux of Circulations), which controls more than 450 titles and 370 websites, and whose shareholders are present advertisers as well as advertising and media agencies. Its main objective is “that any company or institution can rely on the dissemination data offered to the market on the reliability and effectiveness of the media in Spain,” which it does by adapting to the market and its digital evolution and ensuring transparency in the sector.

He stressed the importance of media planning and, by way of example, showed a simple 20th century marketing plan, in which the only decisions to be made were what part of the investment was for the press, what part for radio and what part for television. And he compared this with the situation in the 21st century, where, in addition to the three classic media, digital media (with both display and search advertising), social networks and digital outdoor advertising appear with a strong presence in the form of interconnected circles. Today, he said, advertising “requires media planning that is made more complex by fragmented audiences and doubts about new digital media data.”

Monthly reports

OJD publishes its written and digital media reports on a monthly basis and the certifications twice a year. Its CEO supports his motto, ‘OJD data you can trust’, to the very end. “On one occasion we had to expel a customer because he was buying traffic,” he admitted. However, he also pointed out that this is not the norm and was optimistic that advertisers are giving more and more importance to the codes of good practice of the media in which they insert their campaigns. He remarked, “They have realized that it is safer for their brands, and no advertiser wants to make the market cloudy.”  In this sense, he summed up that “The advertiser holds the key to increasing the level of demand.”

However, Manuel Sala pointed out that it is not possible to eradicate fraud 100% “because it is reinventing itself.” But he said that with weapons such as artificial intelligence, which as well as serving to defraud,  is good for fighting crime, compliance with the rules (“few, but if they are complied with”) and consensus on good practices, the situation will improve.

He stopped at institutional advertising, which, in his opinion, should take special care to go “to approved, serious means”, since the use of public resources should be based on objective criteria (audited data) and not in a discretionary manner, since “The media are a basic pillar of democracy.”

The lunch concluded with an interesting debate, in which attendees were interested in the control of audiences of all types of media, but especially digital and television, and the ways in which new generations consume information and leisure.

PROA Observatories on Communication

The Proa Observatories are stable discussion forums with the participation of prominent executives, politicians and professionals. They are born with the vocation of being a laboratory of ideas where a genuine dialogue is fostered to debate current business issues, as well as corporate reputation, brand and public affairs as important elements for the improvement of companies.

Among the personalities who participated in these meetings were the economist Manuel Conthe; the former Minister of Public Administration Jordi Sevilla; the former Minister of Education, Culture and Sport José Ignacio Wert; the writer and priest Pablo D´Ors; the Director of External Communication of Deloitte, Antonio Belmonte; the Director of Communication and Institutional Relations of El Corte Inglés, José Luis González-Besada; the High Commissioner for the Spanish Brand, Caros Espinosa de los Monteros, and the writer and journalist Pilar Urbano, among others.

How to create value in Private Equity through communication

Proa Comunicación has conducted market research on the communication habits of private equity firms in Spain. The study analysed the practices of the main GPs, LPs and advisors of the Spanish private capital industry. Our analysis concluded that despite the fact that the communication of the sector has evolved significantly during the past few years, there is still considerable room for improvement.

In the same way that Spanish SMEs must internationalise their activities to create value, GPs have to increase their international communication efforts. Mid-market and lower-mid GPs are the ones doing the worst in this aspect.

Most GPs and communication agencies assume that small ticket transactions are of no interest outside Spain. However, in actuality there are a large number of specialised media outlets reporting every day on this type of deals. Examples include Unquote, Real Deals, The Drawdown, Private Equity International, Private Equity News, Alt Assets, PE Hub, Private Equity Wire or PitchBook News, among others.

Each one of these media outlets has their own specialisation within the specialisation. For example, while Real Deals and Unquote’s core readership are mid-market GPs, Private Equity International and Alt Assets are more for LPs. Meanwhile, The Drawdown focuses on Chief Operating Officers. Other media outlets, such as Dow Jones or Bloomberg, save their energy mainly for large buyouts while they spend most of their time chasing scoops.

There is a bad habit of sending press releases in Spanish firstly to national media companies and a few days later that same information translated into English to international media outlets. Doing so diminishes the impact of press releases in international publications because their editors have a lower incentive to publish exactly the same information that others published before them, especially if an Anglo-Saxon competitor picked up the information in Spanish and translated it into English before he received the press release.

That’s why in an ideal world the agents involved in the private equity market should upload their press releases in English and Spanish to the news section of their website. If possible, those press releases should also include images of the portfolio company or investment team so that media professionals can illustrate their articles. Press releases should also specify whether there is a spokesperson available for comment in order to maximise the probabilities of getting more space and of better quality in the publication.

Imperfect information

Many GPs and advisors believe that once they upload their press releases to their website the whole community will instantly know about their news. This would happen if the market worked like an economic model with perfect information, but the reality is that messages have to be distributed through various channels to efficiently reach their destination. This diffusion effort is of ever-growing importance in a world with overabundant information, where messages have to be not only sent but also flagged to generate interest.

When one media company publishes something online their competitors tend to follow the same day. That’s why private equity firms should distribute their press releases to national and international media companies the same day that they upload their press releases to their websites. Furthermore, the stakeholders interested in receiving alerts on the activities of the GPs should be able to subscribe to their newsletters by filling out a form.

Reaching out to foreign media has great value for national GPs because at the moment Spanish LPs invest less than 10 per cent of their capital in Spain, and most international LPs don’t have the mandate to allocate to the country. It is therefore difficult to be recognized abroad if your firm doesn’t communicate outside Spain. On the other hand, there are many examples of Spanish GPs that received phone calls from international LPs to invest millions in their funds following the publication of news about them in specialised media, saving them several thousands of euros on placement agent fees.

International funds with offices in Spain have different problems than national players. They usually have to be very cautious with their communications to avoid contradictions or conflicts with their headquarters. The most appropriate communications strategy for them is to carefully coordinate the timing and content of their message with the headquarters. However, sometimes the headquarters and the subsidiary have different interests. On those occasions they can leak their messages with off-the-record statements and provide background information in order to convey their message to the market without seeming like they did.

In a similar way, advisors must obtain approval from their clients to communicate the processes in which they have been involved. This helps them to build their brand and position themselves as experts on a particular sector or type of transaction without incurring advertising costs. Publishing sector reports and guest comments are another way to achieve the same objective.

Beyond media 

Apart from connecting with specialised international media, GPs also have to communicate periodically with alternative assets data providers such as Preqin, Pitchbook, Bloomberg, Thomson Reuters, Dow Jones or S&P Global Market Intelligence. Many LPs, GPs and advisors use these tools to find opportunities, thus it is important to have accurate and updated profiles on those platforms.

Participating in events like SuperReturn or the Iberian Private Equity Conference is another way to generate business and grow networks.  In order to maximise their chances of success it’s good practice to know beforehand who will attend each event in order to arrange meetings with whomever they want to do business with.

Internal communications are often as important as external ones. Some good practices are to celebrate meetings and events with all your portfolio companies as a team-building exercise that may lead to collaboration. Another interesting option is to invite LPs to your offices to meet in person your investment team and attend presentations from the executives of your portfolio companies.

In an increasingly competitive market with a record number of active private equity firms, it is crucial to understand exactly who you are and what makes you different from the rest. Therefore, conducting surveys to understand how your firm is perceived among stakeholders is always a step in the right direction.

If you want to receive more information about how your firm can create value through communications send us an e-mail to or call us at (+34) 910882334.

The Vanity Fair breakfast with Iñaki Gabilondo

Last Wednesday, June 13th, Vanity Fair, advised by Proa Comunicación, celebrated a #VF Breakfast at the Orfila Hotel with Iñaki Gabilondo and the Director of Vanity Fair, Alberto Moreno. The occasion celebrated the presentation of the II INTERNATIONAL VANITY FAIR JOURNALISM AWARD to the prestigious journalist.

During breakfast, a tribute to journalism, in addition to calling for the immediate dismissal of the current Minister of Culture and Sport, Gabilondo reviewed a variety of current issues such as:

  • Women in journalism: “Women are the most dynamic group in society.” The journalist believes that we will remain in prehistory as long as we do not resolve key issues in the feminist struggle such as conciliation.”
  • The future of the news company: “I believe that journalism needs to invest and spend, but only by paying can journalism be first class. Free everything is a touching illusion, but it’s completely impossible.”
  • The Lopetegui case, to which he expressed his surprise: “the Lopetegui case has all the ingredients of madness.”
  • The current political situation: “tax fraud cannot be considered a problem of the past.” In addition, he recalled that this argument was also used in the past with GAL.
  • The Royal House: “Some called Philip VI a radical because of the firewall he established with his sister, but it has been proven that his actions were intelligent.”
  • Even his current “true curiosity in the context of the extraordinary effervescence of the world in which we live, is in constant change.” He also stressed the need for research and resources to be devoted to education.

Iñaki Gabilondo, the favorite voice of the Spanish people for decades, received the award from Vanity Fair in recognition of his successful and professional career, a reference for several generations of journalists.

During his professional career, it is worth noting that his radio and television programs have enjoyed large audiences, marking a milestone with the radio program Hoy por Hoy, a leader for almost 20 years. Through these, he has consistently conveyed the restraint and reflection that have always characterized his journalism, acting as a backbone and integrator of all voices.

He is the protagonist of three books: Testigo de la Historia  (a selection of interviews), Verdades como puños  (a review of the politics of the moment) and El fin de una Época  (a book that analyses the threats and pinnacles of journalism). He has received and continues to receive numerous awards, including four Doctor Honoris Causa degrees in Madrid, Valencia, Lérida and Burgos. A list to which we add our recognition to the man who modernized Spain with a radio, where his indispensable voice always treated as equal to that of his guests, whether they were ordinary citizens or political leaders.

Award Ceremony

The award ceremony took place during a dinner held June 12 at the Hotel Santo Mauro, in collaboration with Johnnie Walker Blue Label.

Attended by:

Ángel Garrido, president of the Community of Madrid; Miguel Ángel Oliver, Secretary of State for Communication, Jaime de los Santos, Councilor for Culture, Tourism and Sports of the Community of Madrid, Ángel Gabilondo, Spokesperson for the PSOE in the Assembly, Ignacio Aguado Spokesperson for Citizens in the Assembly, Begoña Villacis, Councilor for Citizens, Andrea Levy, Deputy Secretary of Studies and Programs of the PP; the designer Agatha Ruiz de la Prada with Luis Miguel Rodriguez; the journalists Luis del Olmo, Maria Guerra, Daniel Gavela, Sandra Barneda, David Jimenez; the Hon. Marquis of San Vicente del Barco, Fernando Martinez de Irujo, also representatives of the film industry such as producer Fernando Bovaira and director David Trueba, among others.


Leticia Díaz and Elena Olay.


Condé Nast chooses PROA Comunicación to develop its communication strategy in Spain

Condé Nast Publications, one of the most important multimedia publishing groups in the world, has chosen PROA Comunicación to develop its communication strategy in Spain.

Present in 29 countries on five continents, Condé Nast has the most prestigious titles in Spain: Vogue, Glamour, GQ, CN Traveler, AD and Vanity Fair.

A specialist in the creation of the highest caliber, most authentic and visually attractive content, on all platforms and for the most demanding and segmented public, Condé Nast embodies the values of high-end brands, such as excellence, talent, preeminent quality, innovation and exclusivity.

The Alicia Koplowitz Foundation awards five short-stay research scholarships

The Alicia Koplowitz Foundation has awarded five scholarships for short periods of specialization and research in psychiatry, psychology or neurosciences of children and adolescents and in neuropediatrics in its 2018 call for applications. The scholarship holders will study for six to twelve months at universities and hospitals in the United States, the United Kingdom and Argentina.

The five selected by the Foundation’s evaluation committee are:

  • Laura Carballeira Carrera,  who has completed the PIR at the Hospital Universitario HM Puerta del Sur in Móstoles (Madrid) and has requested assistance to spend six months at the Université Paris Descartes, Hôpital Cochin, in Paris (France).
  • Inés López Álvarez, clinical psychologist via PIR at the Hospital Universitario La Paz (Madrid), who has requested a six-month stay at The Travistock and Portman NHS Foundation Trust, London (United Kingdom).
  • Alejandra Rosa Melero González, neuropediatrician at the Hospital Clínico Universitario de Valladolid, who will stay for 12 months at the Hospital de Pediatría of Professor Dr. Juan P. Garrahan in Buenos Aires (Argentina).
  • María del Mar Rivas Rodríguez, who has completed her PIR at the Centro de Salud Mental de Getafe (Madrid) and will stay for six months at the NYU Langone Health’s Department of Child and Adolescent Psychiatry in New York (USA).
  • Antonio Rodríguez Moreno, neuroscientist at the Universidad Pablo de Olavide in Seville, who has requested a 12-month stay at the University of Cambridge, Cambridge (United Kingdom).

The Alicia Koplowitz Foundation Short-Stay Scholarships have been awarded annually since 2007 and are aimed at psychiatrists and clinical psychologists with training in the area of childhood or adolescence, neuropediatricians and postdoctoral researchers in the areas of neuroscience, with degrees in medicine, biology or pharmacy. They consist, fundamentally, of financial support for the scholarship holder, since the centers where the research programs are carried out are freely chosen. The aim is to support research in the field of child and youth psychiatry and to expand support for research in the field of neurosciences and neuropediatrics, focusing in particular on early neurodegenerative diseases. The economic endowment is 3,000-4,000 euros per month for stays in foreign hospitals, universities and research institutes that have programs appropriate to the Foundation’s project.

The Evaluation Committee that selected the winning projects was made up of Dr. Lola Picouto, a child psychiatrist and former scholarship holder from the Alicia Koplowitz Foundation; Dr. Laia Villalta, a child and adolescent psychiatrist in the 0 to 5 year old Unit and the Functional Unit for Attention to Sexual Abuse of Minors (UFAM) at the Hospital Sant Joan de Déu in Barcelona and a former scholarship holder from the Alicia Koplowitz Foundation; Dr. Juanjo Carballo, child and adolescent psychiatrist at the Hospital General Universitario Gregorio Marañón in Madrid and a former scholarship holder from the Alicia Koplowitz Foundation; and Dr. Pedro Castro, neuropediatrician at the Pediatrics Department of the Hospital General Universitario Gregorio Marañón in Madrid.

Proa Comunicación collaborates in the organization of the III Madrid SnowZone Championship for journalists

Madrid SnowZone, one of the largest covered snow tracks in the world and the only one in Spain, held the 3rd Madrid SnowZone Championship for journalists on Sunday 22nd April. The third edition has consolidated an essential sports event for the media, which counted on the representation of more than 50 journalists. A total of 26 media enrolled in the event, among which Telecinco, BRAND, RTVE, Cadena SER, Europa Press, Servimedia, Hearst, RNE, Expansión, Esdiario, EFE, Unika FM, Crossing, Tricksnowboard, Cinco días, Cadena Iberian Radio, Nevasport and Travesía.

Pablo Egea (MARCA), in the ski competition, and Carlos Marinho (Unika FM), in the modality of snowboard, were the winners of some tests in which the traditional giant mini slalom was replaced by a small ski / snow circuit cross – in which the participants could measure themselves in timed descends – that served to honor the medal of Regino Hernández. On behalf of the RFEDI, Laro Herrero, 10 times champion of Spain and member of the Olympic team in Sochi 2014 and Pyeongchang 2018 attended. Borja Fadón (Esdiario) and Ismael Díaz (RTVE) completed the podium in the skiing modality. Jorge Gala Díez (RTVE) and Sebastián Méndez (Tricksnowboard) did it in snow. In addition, all the winners received medals, feeling elite athletes on an unforgettable day.


1. Pablo Egea (MARCA) 1ª manga: 16,54 2ª manga: 16,1 TOTAL: 32,64
2. Borja Fadón (Esdiario) 1ª manga: 16,92 2ª manga: 16,28 TOTAL: 33,2
3. Ismael Díaz (RTVE) 1ª manga: 17,97 2ª manga: 17,08 TOTAL: 35,05


1. Carlos Marinho (UnikaFM) 1ª manga: 20,91 2ª manga: 19,74 TOTAL: 40,65
2. Jorge Gala (RTVE) 1ª manga: 22,03 2ª manga: 20,9 TOTAL: 42,93
3. Sebastián Méndez (Tricksnowboard) 1ª manga: 22,85 2ª manga: 21,69 TOTAL: 44,54

The technical management of the championship was carried out by the Tecalp club, a Madrid high level skiing team that managed the refereeing, the chrono and the clinic. In addition, Tecalp will give a competition training for the first three classifieds of skiing, while Toto Chamarro, teacher and rider of Team Madrid SnowZone, will give a master class of freestyle for the first three classifieds of snow on the indoor track of Xanadu.

The winners of the two modalities received a weekend trip to Boí Taull with a ski pass for 2 people thanks to, the website for ski, adventure and relaxation offers in Andorra, the Pyrenees, the Sierra Nevada, the Alps, etc. In addition, they will have the opportunity to receive a masterclass from the National Snow Sports Team, and they have an annual pass for Madrid SnowZone. On the other hand, the second and third of each modality received as a prize a masterclass of the Tecalp Club (skiing mode), and Toto Chamarro (snow), guinness railing 2008 record, plus an annual pass for Madrid SnowZone.

The runners up received an RS Roslain Sport watch, while the third ones were awarded an RS Roslain Sport bracelet. In addition to the three winners of each modality, this edition had a special award in recognition of the best female score, Carolina del Río (Nevasport), which received an RS Roslain Sport watch, a masterclass with Tecalp and an annual Madrid SnowZone pass .

All the participants of the Championship received a welcome pack (in wetbag format) that included: thermal shirt, bracelet balance RS Roslain Sport, liquid wax for skis Nzero 100% ecological (best ecological product of the world of snow at the ISPO 2017 fair), cream ladival urban flow FPS50 and 4 passes of 2h with equipment for Madrid SnowZone. In addition, among all the participants, an experience pack with two Cardinal glasses, a Salomon ski boots of the 2019 season, some Burton snowboard boots of the 2019 season, some snowboard bindings of the SP brand -model Fastec Core- were offered. for The White Days, and an annual pass for Madrid SnowZone.

Javier Villar, general director of Madrid SnowZone, wanted to highlight the transformation of the track to host this edition: “to consolidate the Championship as a benchmark among journalists we thought it necessary to modify the circuit and surprise the more than 50 registered who wanted to join us ” For its part, María González, marketing director of Madrid SnowZone, said that “one more year, the sponsors have been key so that we can reward the participants as they deserved. This year we have been able to win more prizes. “

Jaume Giró highlights the value of reputation in Actualidad Económica

Jaume Giró, president of the ‘Think-Tank’ Corporate Excellence, highlight in Economic News the importance of reputation in corporations. “In these years of the new century, where digital communication has burst forth and with it this jungle of information, it is often difficult to distinguish good information. In these times when fake news appear with more notoriety than ever, many people give credibility to things that do not deserve confidence. That’s why two issues are so important. The first is to manage the brand well, the reputation of a company, because it is the brand that sets us apart from other competitors in a market where products and services tend to be almost the same whatever the sector, banking, energy services and journalism, for example. The second is that the professional who is in charge of these matters must be able to intelligently read the social context, “explains Giró. “Beyond the economic sense of the operation, there is always a reading within society. It’s not just about economic profitability “, rivets.

In the same vein Angel Alloza, CEO of Corporate Excelllence, says that “in the past, this differentiation was in the ability to launch products and services objectively superior to those of the competition, which led to the proliferation of a large number of product brands. Today, however, the process of building a corporate brand is much more complex, because it is not based on rational attributes or benefits, but is differentiated from deeper elements of identity: who are you as a company, how are you, why you exist and do what you do. “


Cantabria prepares to host the World Snowshoe Championship

El Campeonato del Mundo de Raquetas de Nieve tendrá lugar por primera vez en España entre el 2 y el 4 de marzo. El teleférico de Fuente Dé, situado en la comarca de Liébana dentro del Parque Nacional de los Picos de Europa, será testigo de un espectáculo único en un paraje donde se realizan numerosas competiciones deportivas tanto estivales como invernales. Read more