The managing partners of PROA, Lucía Casanueva and Valvanuz Serna RuizThe two men, who took part in an interview for momenentrepreneurs on the occasion of the presentation of the company's new strategic positioning and visual identity.
Could you tell us about PROA?
PROA was founded in 2009 after the managing partners of the consultancy worked in large companies in the sector: LLYC, Kreab, Porter, Novelli... From our time in multinationals we learned the methodology (which we continue to apply), but we also learned what we did not want to be. We are a boutique company with a multi-sector client portfolio and a team of senior professionals involved in the management and implementation of projects. Our vocation is to be an outsourced communications department, for which it is key to have professionals who are experts in the client's business area and to rotate teams as little as possible.
How important is communication today?
It is in uncertain and complicated times like the ones we live in that communication shows its true value. In this "new normality", knowing how to convey the right message is key to moving forward, generating hope or joining forces. Now we must communicate realistically, coherently and show empathy with the environment. Communication is essential in any company or institution at this time and must be transparent, close and very agile.
PROA believes in a new standard of communication consultancy. What characterises this standard?
At PROA we have been pioneers in working with a flexible structure, which allows us to have the best professionals, with the best training and the most qualified staff. seniority required in each phase of the project, optimising resources and working in collaboration with the client and his team. Each member of our team has to contribute to the growth of the client and that excellence is perceived in each and every phase of the project, from the collection of the briefing to the measurement and delivery of the results.
What values define PROA?
We believe we are defined by excellence and commitment to a job well done. In the current context there is room to offer wisdom in the face of overspending; reflection in the face of immediacy and noise; honesty and excellence at all levels of operation, and with a structure flexible enough not to generate superfluous expenses.
In June, the company adopted a new strategic positioning and visual identity. What led to this?
After ten years of existence, it was time to evolve. It was time to launch a new logo, a new website and a new value proposition to the market: an effective communication model.
How has COVID-19 affected you?
The reality of COVID-19 for PROA is that we have worked harder than ever. PROA's client portfolio has made a clear commitment to communication, which has become an essential asset. In addition to working on the usual portfolio of clients, we have had a pipeline We are very active in new business proposals, so the strong pace of activity has made us focus on providing solutions to customers and having a positive impact on their bottom line.
PROA has developed the Logbook Method, what does it consist of?
At PROA we work with determination to create value for our clients. We apply our Bitácora Method, which is a system of analysis and market intelligence to get to know your sector and your competitive environment in depth and to be able to offer you a solution tailored to your needs.
What do your clients look for in PROA Comunicación?
Customers are looking for professionalism, senior service and consistency between service promise and delivery. delivery of the PROA team. Clients who turn to PROA seek strategic advice and excellence in the implementation of communication plans.
How would you describe the evolution of the company since its inception?
The company has evolved with the demands of the clients and with the permanent change in the way of communicating. PROA now offers all the services that a client may require: from the communication office, to a corporate video, web pages, annual reports, crisis communication, etc... all carried out by veteran professionals with a commitment to excellence.
What projects does PROA have in the medium and long term?
This year we want to continue to grow in Spain, both in terms of clients and services. We want to strengthen our international alliances in France and the United Kingdom and make the PROA brand known throughout Spain. Until now we have been very focused on Madrid and it is time to make a roadshow to make ourselves known in the different autonomous communities with our differential proposal of communication consultancy.