-- Interview with Eva Novoa, Director General of SOERMAR

How to eat a rival's toast by going one step further in sponsorships. For decades Coca-Cola has established itself as the great brand that it is, among other things, due to its omnipresence and creativity in sports sponsorships. However, in the mid-nineties, one day, a small Austrian company called RedBull...

In recent years we have seen numerous examples of digitally native vertical brands: digitally native brands which are born, live, and grow on the internet, with a business model of lower risk, greater ease of launching and enhanced with proposals that engage digital consumers. These are brands such as Allbirds...

Lucía Casanueva, managing partner of PROA Comunicación, interviews the popular writer Fernando Sánchez Dragó in a new edition of the PROA Comunicación videos. At 83 years of age, he has embarked on a new stage in a personal digital project entitled La Retaguardia, which already has more than 70,000 readers. In relation to...

PROA is a sponsor of the Yearbook of Women's Leadership in Spain©, which is a document that brings together the most relevant developments that have occurred throughout 2020 in relation to women's leadership. At its presentation, on 13 May, Lucía Casanueva, managing partner of PROA, will participate in the presentation of the...

A new study by Boston Consulting Group and MIT Sloan Management Review reveals growing concern among executives about the risks of AI. It also highlights the five organisational behaviours that companies that are successfully harnessing the value of AI have in common. After several decades of progress,...

The international arena continues to be marked by war and geostrategic tensions, with their multiple impacts on the economy, institutional functioning, corporate diplomacy and legal security. The military industry, as well as the technology and security sectors, are taking on a new role in the priorities of the international...