Communication and Branding expert Carmen Gómez Menor defended that "communication is part of the business and permeates everything" during his participation this Wednesday 18 December in a session on the situation and new challenges facing the profession organised by Proa Comunicación, in which he also warned that "having credibility with the media is the most important thing for professionals in this sector". In the context of a detailed journey through the different stages of his professional career, Gómez Menor offered his vision and the lessons he has learned from each of the positions he has held, from his beginnings in small agencies to his time at other leading or large companies in the luxury sector.
Thus, he stated emphatically that, right now, "Communication is part of the business, it has moved out of traditional boundaries and permeates everything, stressing how hard it has been to make companies understand that the person in charge of this area has to be next to the CEO.
In terms of lessons learned, he stressed the importance of understanding the cultural environment in which one works and of taking into account "where the person in front of you comes from", illustrating this with his experiences in Cartier's communications department in Asia, specifically in Hong Kong, Thailand, the Philippines and Vietnam. But he also advised using the good things that everyone has. To this he added the need for a solid knowledge base, as well as a sense of responsibility to make one's work profitable and a constant search for innovation to "anticipate the risks and challenges that clients are going to face and to anticipate trends".
As for the challenges ahead, mainly the technological revolution, in particular the spread of artificial intelligence, and increasing globalisation, he advised to face them "by focusing on emotion and personalisation".