Last Friday, 19 October, the second edition of the "Proa Communication Observatory" was held. On this occasion, the guest speaker was Enrique CalatravaDirector of Marketing and Communications of Banco Madrid. Calatrava, Executive MBA from IESE Business School and graduate in Information Sciences from the Complutense University of Madrid, has developed his professional career in the world of economic information and for seven years he was responsible for private equity and investment banking at Expansión.
This session of the Observatory analysed the role of the journalist, the profound change that the media is undergoing and the growing importance of strategic communication in the private banking sector. Calatrava pointed out that "there is a historic opportunity for brand change and that there is a universe of small and medium-sized companies that need to boost their strategic communication because they will be the big companies of the future". Calatrava also pointed out that "in most media and communication companies, innovation happens from the bottom up. There are many examples of successful information portals that have been created by cells of journalists. The Director of Marketing and Communication of Banco Madrid also highlighted "the growing importance of communication, which is key in the creation of a brand in order to subsequently guarantee its permanence with advertising campaigns".
Observatorio Proa de la Comunicación is a discussion forum to analyse new ideas and trends in the field of corporate communication. The Proa Observatory was created with the vocation of being a laboratory of ideas where a genuine dialogue is fostered to debate and analyse, among other issues: corporate reputation, brand and public affairs as key elements in business improvement.