On Thursday 26 April, a new edition of the Proa Communication Observatories was held, which featured the presentation of Ben Kendall (CEO of Warren Films): 'Storytelling in corporate management'.. "Storytelling is gaining ground in the business environment in response to the fact that we live in an economy of attention and meaning. In other words, We have created a world that constantly sends out messages that we cannot take on board in their entirety. We only stay with those who bring meaning to our lives. Therefore, getting the attention of our interlocutors is a treasure to be conquered by those who want to get their messages and value propositions across," he said.
Numerous researches and CEOs of large companies know the power of a good story associated with a brand, "with the right story we can connect with all our audiences and enhance our own leadership, that of our team and companies".Ben stressed.
Ben Kendall has an M.F.A. Program in Film Production from the University of California at Los Angeles, a B.A. with Honors in Sociology and Letters from Wesleyan University 1987 and the Lewis Award in the Best Critical Essay category. He has been general manager of Kelsing Comunicación and Warren Films and is co-founder with Santiago Segura of Oz Postprod, as well as a founding partner of the Séptima Ars Film School and Santa Barbara Music.
A pioneer in the introduction of storytelling in digital content for different Spanish brands and institutions, in 2015 he was guest of honour at the Conferences on Storytelling and Digital Content for Spanish ports, aimed at 50 Dircoms from the main ports and maritime transport companies. His work introducing elements of emotional storytelling in the DGT 2016 campaign was awarded at the El Sol Advertising Festival and the Club de Creativos. In 2016 he developed the 360º campaign for the 300th Anniversary of Correos and in 2017 the campaign El Apagón, based on real events, through conventional and interactive channels, which was a trending topic last December.
The Proa Observatories are stable forums for discussion and debate. with the participation of prominent managers, politicians and professionals. They were created with the vocation of being a laboratory of ideas where a genuine dialogue is encouraged to discuss current business issuesThe report also highlights corporate reputation, branding and public affairs as important elements for the improvement of companies.
Among the personalities who have taken part in these meetings are the following economist Manuel Conthe, former Minister of Public Administration Jordi Sevilla, former Minister of Education, Culture and Sport José Ignacio Wert, the writer and priest Pablo D'Ors, the Director of External Communications of Deloitte, Antonio Belmonte, the Government's High Commissioner for Brand Spain, Carlos Espinosa de los Monteros, y the Director of Communication and Institutional Relations of El Corte Inglés, José Luis González-Besadaamong others.