The Proa Comunicación Observatory with Martínez-Almeida, on Dircomfidencial

Dircomfidencial se ha hecho eco del Observatorio Proa Comunicación que se celebró el pasado 10 de mayo con el candidato del PP a la Alcaldía de Madrid, José Luis Martínez-Almeida, como ejemplo de los actos que las agencias de comunicación han organizado en las últimas semanas con diferentes candidatos a las elecciones generales y a las autonómicas y municipales, que tendrán lugar el próximo domingo 26 de mayo.

Dircomfidencial has echoed and reposted news of the Proa Comunicación Observatory that was held on May 10 with the Partido Popular candidate for Mayor of Madrid, José Luis Martínez-Almeida, noting it as an example of the events that communication agencies have organized in recent weeks with various candidates for the general, autonomous and municipal elections, taking place next Sunday on the 26th of May.

La presencia de políticos en este tipo de encuentros es una prueba del crecimiento que está experimentando el área de Asuntos Públicos dentro de las agencias de comunicación, que buscan convertirse en una parte fundamental del debate público que se genera en la sociedad, especialmente en época de elecciones. Según explica Lucía Casanueva, socia directora de Proa Comunicación en el artículo, el objetivo con estas acciones es generar “un dialogo fructífero con los empresarios”, en el que “no se recurra al típico argumentario” por parte del político.

The presence of politicians in these types of meetings is proof of the growth that the Public Affairs area is experiencing within the communication agencies, which seeks to become a fundamental part of the public discourse that arises in society, especially during election periods. According to Lucía Casanueva, managing partner of Proa Comunicación, as she explains in the article the objective of these specific actions is to generate “a fruitful dialogue with businessmen”, in which “the typical rhetoric would be put aside” by the politician.

Watch the video of Martínez-Almeida here.

José Luis Martínez-Almeida: “The Center-Right Cannot Stay at Home on May 26”

“The center-right cannot stay at home on May 26,” insisted José Luis Martínez-Almeida repeatedly, the Partido Popular’s candidate for Mayor of Madrid, during his speech at the Proa Comunicación Observatory with a presentation titled ‘Recovering Madrid for Everyone’ , held at the Wellington Hotel.

Martínez-Almeida put special emphasis on the need to mobilize his electorate “to exert a democratic counterweight” to the policies of the central government led by the PSOE. In this sense, he referred to the policies of tax and public spending cuts carried out by the PP Government in the Community of Madrid at the time back when José Luis Rodríguez Zapatero controlled the central government.

The PP candidate didn’t want to waste time in blaming anyone for the general election results. “It’s clear that no voter from the center-right is satisfied, because the main objective was to throw out Sanchez and eliminate the influence of Podemos,” he admitted. But he encouraged voters not to be influenced by the latest and most recent results presented by the CIS (Sociological Research Center), which gives an absolute majority to the sum of PSOE, Más Madrid and Unidas Podemos seats combined, “because the center right took 180,000 more votes than the left in the Community of Madrid.” Thus, he was convinced that, “with equal mobilization on the left and the right, we win”.

“Restoring common sense and Madrid’s pride to generate enthusiasm for the city”

He also put forward his party as the great unifier of the center-right vote, “as Ciudadanos is capable of lending support to the PSOE” and VOX “has an ideological spectrum so narrow that it will be insignificant,” the latter of which he feels is a reason why voters who have gone will come back to the PP. He argued that the PP should be the predominant force of the center-right because of its transversality.

The PP candidate for Mayor of Madrid also outlined the philosophy and some specific actions of his electoral program to answer questions from the audience. In this way, he said that Madrid meets the criteria to be one of the main international centers of the wealth creation and employment, “but it lacks a global brand and I want to build that brand”.

On the other hand, he proposed to introduce tax cuts and to incentivize public-private partnerships. Within the framework of the former he stipulated, for example, tax deductions to large families on property and motor vehicle taxes. But, above all, he advocated “implementing policies that allow economic activity to be more dynamic in order to withstand recession conditions down the road,” as well as “regulatory streamlining with the aim of reducing the margin of discretion that exists in the city of Madrid,” and most especially, “to generate space for the people to decide and for me to carry out as mayor what the people want”.  And all of this, to restore “common sense” and the “pride of Madrid” to create “enthusiasm” for the city.

Martínez-Almeida, who admitted that he is not afraid of “making decisions,” also addressed issues related to the environment, Central Madrid, the use of environmentally-friendly vehicles, the regulation of the ride-sharing and his proposals to enhance the construction of energetically sustainable housing, among other issues.

Biography of José Luis Martínez-Almeida

José Luis Martínez-Almeida was born in Madrid in 1975. He holds a Law Degree from the Comillas Pontificial University (ICAI-ICADE), and has been a State Attorney since 2001. He has worked in Gerona, Toledo and Madrid. In 2007 he was appointed as General Director of Historical Heritage of the Community of Madrid, a position he held until 2011. Between 2011 and 2013 he was Secretary-General of the Governing Council of the Autonomous Community of Madrid, Secretary-General of the Board of Directors of SEPI Desarrollo Empresarial from September 2013 to April 2014, also assuming the lead role in the Legal Advising Department.


In April 2014, he was appointed by of the Council of Ministers as Director of the Institutional Legal Division of the Independent Authority for Fiscal Responsibility. After the 2015 Municipal and Autonomous Elections he took office as Councilor of the PP’s municipal group and on April 28, 2017 he was chosen as spokesperson of the Municipal Partido Popular Party, a position he currently holds. On January 13, 2019 was appointed Candidate for Mayor of Madrid by the Partido Popular. His hobbies include golf and his passion for Atlético de Madrid.

The Proa Observatories are discussion forums complemented by the participation of prominent executives, politicians and professionals.  They were enacted with the purpose of becoming a laboratory of ideas, where genuine dialogue is fostered to debate current business issues as well as discuss corporate reputation, branding and public relations as important elements for businesses to improve and succeed.

Among the distinguished guests who have participated in these forums are economist Manuel Conthe, President of Red Eléctrica Spain Jordi Sevilla, former Minister of Education, Culture and Sport José Ignacio Wert, writers Pablo D’Ors and Pilar Urbano, Director of External Communication at Deloitte Antonio Belmonte, Director of Communication and Institutional Relations at El Corte Inglés José Luis González-Besada, the High Comissioner for the Spanish Brand Carlos Espinosa de los Monteros, Director General of the OJD Manuel Sala and IESE Professor Yago de la Cierva, editor of Innovación Digital de Vocento Borja Bergareche, President of Multinacionales por Marca España José María Palomares and the President of Red Eléctrica de España, Jordi Sevilla, among others.

Warren Films, Producers of Ben Kendall, Produces McCann’s AMPE Golden Award-Winning Campaign for the Directorate General of Traffic

Proa Communicación’s Creative Director Ben Kendall  has been awarded with the AMPE’s (Spain Advertising Media Association) Grand Golden Award in Multimedia for the campaign “Vivo o Muerto” (Alive or Dead), created by the agency McCann for the DGT (General Directorate of Traffic).The category encompasses more than three media granted by the Advertising Media Association of Spain.

This is an excellent recognition for Warren Films, Ben Kendall’s producers who have been responsible for the production of all spots of the campaign.

José María Segovia Explains the Keys to Providing Excellent Professional Services and the Importance of Reputation

José María Segovia, former president of Uría Menéndez, explained on Friday at a Proa Observatory the keys to providing excellent professional services, among which he highlighted the passion and obsession for excellence and perfectionism. He also noted that human resources management is very important, in which, in his opinion, it is essential to combine fostering a very demanding environment while also showing generosity. At this point, he advocated fostering the sense of belonging to the company at all levels.

All of this, in his opinion, results in good customer service and therefore also into something that he considered of utmost importance; the reputation of the company, an essential intangible to grow business.

Proa Comunicación organized the 4th Madrid SnowZone Championship for Journalists

El IV Campeonato para periodistas Madrid SnowZone superó el récord de participantes con la asistencia de más de 50 periodistas, entre los que destacó Mercedes Milá. Organizado por PROA Comunicación, el evento congregró a un total de 23 medios nacionales: Telecinco, La Sexta, RTVE, Telemadrid, Cadena SER, Discovery, Movistar+, Europa Press, Servimedia, EFE, Hearst, RNE, Política Local, Esdiario, Unika FM, Travesía, Ràdio Sant Boi, Hablemos de esquí, I love ski, Cadena Ibérica Radio, Nevasport y Planet BPM. RTVE y Hablamos de esquí se proclamaron campeones en las categorías de snow y esquí, respectivamente. La periodista y presentadora Mercedes Milá acudió en representación de SCIJ Spain, club internacional de periodistas fundado en 1955.

The 4th Madrid SnowZone Championship for Journalists broke the record of participants with the attendance of more than 50 journalists, with Mercedes Milá among one of them. Organized by PROA Comunicación, the event brought together a total of 23 national media: Telecinco, La Sexta, RTVE, Telemadrid, Cadena SER, Discovery, Movistar +, Europa Press, Servimedia, EFE, Hearst, RNE, Local Policy, Esdiario, Unika FM , Crossing, Ràdio Sant Boi, Let’s talk about skiing, I love ski, Cadena Ibérica Radio, Nevasport and Planet BPM. RTVE and Hablamos de esquí were declared champions of the snow and ski categories respectively. The journalist and presenter Mercedes Milá attended on behalf of SCIJ Spain, an international club of journalists founded in 1955.

Innovative Trends in the Field of Communication

Juan de los Ángeles, founder and director of C4E, shared with the Proa Comunicación team current trends in the field of communication. During a session of inspiration, De los Ángeles underlined the importance of innovation and creativity in devising company strategy, as business become increasingly aware of what is currently driving the market and attracting consumers.

De los Ángeles highlighted the relevance for companies in any sector of being aware of the latest trends to be able to anticipate changes and meet the increasingly demanding demands of their customers. Today innovation is the best tool, also in the field of communication, to continue to improve and offer the market products and services with a clear demand for them.

In his presentation, Juan de los Ángeles reviewed the main trends that mark the evolution of advertising campaigns and communication strategies of companies such as “the power of the ‘mini versus the maxi'” and the application of technology to consumption.

Rafael Villaseca, at the PROA Comunicación Observatory: “We are in the middle of a process of change”

Rafael Villaseca, former CEO of Gas Natural Fenosa and current President of the Naturgy Foundation, participated in the Proa Communication Observatory held at the Boston Consulting Group headquarters on Wednesday, April 10.

Rafael Villaseca is an industrial engineer from the Polytechnic University of Catalonia and an MBA from IESE. He was CEO of Gas Natural Fenosa for thirteen years. He currently chairs the Naturgy Foundation (formerly Gas Natural Fenosa) and is a board member of Cementos Molins and VidaCaixa, as well as a member of the Advisory Committee of Foment del Treball Nacional and a member of the Spanish Chapter of the Club of Rome.

Among his recognitions, he is notable for the aforementioned award for the best CEO of the year of the 2010 edition of the Platts Global Energy Awards, the most prestigious awards in the energy sector, which was awarded in New York. This award, which recognizes the professional career and the most recent achievements of its recipient, values strategic vision, decision and leadership, as well as the demonstration of a clarity of vision, judgment and sufficient motivation of directives to transform their organizations.

The Proa Comunicación Observatories

The Proa Observatories are discussion forums complemented by the participation of prominent executives, politicians and professionals.  They were enacted with the purpose of becoming a laboratory of ideas, where genuine dialogue is fostered to debate current business issues as well as discuss corporate reputation, branding and public relations as important elements for businesses to improve and succeed.

Among the distinguished guests who have participated in these forums are economist Manuel Conthe, President of Red Eléctrica Spain Jordi Sevilla, former Minister of Education, Culture and Sport José Ignacio Wert, writers Pablo D’Ors and Pilar Urbano, Director of External Communication at Deloitte Antonio Belmonte, Director of Communication and Institutional Relations at El Corte Inglés José Luis González-Besada, the High Comissioner for the Spanish Brand Carlos Espinosa de los Monteros, Director General of the OJD Manuel Sala and IESE Professor Yago de la Cierva, editor of Innovación Digital de Vocento Borja Bergareche and the President of Multinacionales por Marca España José María Palomares, among others.

Record Participation in Madrid SnowZone’s 4th Championship for Journalists

The 4th Madrid SnowZone Championship for Journalists broke the record for number of participants with the participation of more than 50 journalists, among them Mercedes Milá. Organized by PROA Comunicación, the event brought together a total of 23 national media outlets: Telecinco, La Sexta, RTVE, Telemadrid, Cadena SER, Discovery, Movistar +, Europa Press, Servimedia, EFE, Hearst, RNE, Local Policy, Esdiario, Unika FM , Crossing, Ràdio Sant Boi, Hablamos de esquí, I love ski, Cadena Ibérica Radio, Nevasport and Planet BPM. RTVE and Hablamos de esquí were proclaimed champions in the snow and ski categories respectively. Journalist and presenter Mercedes Milá attended on behalf of SCIJ Spain, an international club of journalists founded in 1955. “We want all media from anywhere and everywhere in Spain to have representation in this club,” she declared as she encouraged the participants.

Javier Villar, managing director of Madrid SnowZone, thanked the journalists for being present, noting that “your collaboration has allowed us to celebrate the Championship and grow a little more each year.”  In addition, he wanted to thank the support of the RFEDI-Spainsnow, which was represented by the Olympic skier Juan del Campo. “I think about competition when I get up and when I go to bed, fierce and robust competition is a way of life. When you finish each descent, you have to have given it your all,” he said.

On her part, María González, marketing director of Madrid SnowZone, wanted to thank the technical management of the Championship to Club Tecalp, who coordinated the refereeing, the timing and the clinic. “Thanks to the whole club and especially to Juanjo de la Torre (technical director) for making it possible for journalists, for another year, one more year, to feel the thrill of participating in a robust competition.”

In the snow category, Jorge Gala (RTVE) was proclaimed champion after winning second place twice in the previous second and third editions. In addition, Carlos Marinho (Unika FM) and Marcos Chaves (Unika FM) completed the podium that both had reached in previous editions. On the other hand, in the ski category Nacho Correa (from the podcast Hablamos de ski) was the winner, marking a time under 20 seconds, and Ignacio Díaz Cortes (Hearst) -champion of the second edition- and Borja Fadón ( Esdiario) -runner up of the 3rd championship- completing the podium in second and third positions respectively.

In this edition, the great achievement of Juan del Campo, who reached the second run in Schaldming, was tributed in recreating a slalom in which journalists competed in the ski category. For the snowboarders, who descended later, the slalom was turned into a mini-giant, thus easing their descent.

In addition to these gifts, Madrid SnowZone delivered to all media participants 2 two-hour ski passes with equipment rental included and the winners received an annual pass from the track.

The families of the participants enjoyed different activities in the snow for girls and boys starting from three years old. In addition, those over the age of five were able to participate, for the second consecutive year, in a ski session guided by the Madrid SnowZone monitors.

Spanish Communication Agencies among the Fastest Growing

Spanish communication consulting firms are the ones that have grown the most in the last five years, dominating the market over the multinationals, according to a publication by the communication news portal Dircomfidencial.

The results are quite substantial, highlighting that domestic communication firms are those that have grown the most in terms of revenue in the last five years shown.  In particular, the main consultancies in our country have increased their revenues by no less than 83 percent on average between 2013 and 2017. Meanwhile, multinational companies in Spain have only done so by 47%.

This data demonstrates the robustness of communication consulting companies, a sector that grows and is becoming ever more consolidated in Spain due to strong performance and the ever growing need that companies have today for professional communication services that respond effectively to their demands.

 

Pablo de Villota, Director of Sports & Entertainment at Proa Comunicación, Contributes in an Article by ABC

Pablo de Villota, Director of Sports & Entertainment at Proa Comunicación, has contributed in an ABC article about Marlboro’s sponsorship of the Italian team Ferrari in Formula 1. Pablo, who managed Santander’s sponsorship of Ferrari during the Alonso era, maintains that “the sponsorship strategy was brilliant because the memory of the brand has remained unchanged, and the public continues to associate Ferrari’s red color with Marlboro.”

Read full article: Ferrari’s invisible sponsor