The adviser and his reputation

In this interview for The Luxonomist, the managing partner of PROA, Lucía Casanueva, tells us about her life and professional career, and details the concepts that define the communication agency she runs. A journalist by training, a businesswoman by action and an entrepreneurial woman, Lucía Casanueva is the founder of PROA, a company that...

Alfonso Villar, Creative Director of the agency PROA Comunicación, explains why creativity is so important and how a creative concept is developed in the field of corporate communication.

Ismael Nafría, author of the book "The Reinvention of The New York Times", has been advising media around the world for years. He knows the journalistic business and the challenges faced by the media in these times of change and uncertainty. We take a look with him at some of the...

The current value of the world's forests ranges from $50 to $150 billion, the most important component of which is their role in regulating the climate. However, a new report by the Boston Consulting Group (BCG), The Staggering Value of Forests-And How to Save Them, reveals that a number of...

Pablo de Villota, Director of Sports & Entertainment at Proa Comunicación, has contributed to an ABC article on Marlboro's sponsorship of the Italian Formula 1 team Ferrari. Pablo, who managed Santander's sponsorship of Ferrari during the Alonso era, argues that "the sponsorship strategy...