News

José Manuel Campa, or knowing how to communicate with data an explanation and a way out of the crisis.

The former Secretary of State for the Economy, José Manuel Campa, opened the 14th Congress of the Spanish Association of Private Equity Institutions (ASCRI) last Friday with a striking message about Spain's exit from the crisis. His speech, "Economic outlook for Spain and Europe", was not the more or less bleak review of Spain's situation that we are used to, but rather it awakened the conviction of the audience that this is a competitive country with real possibilities of recovery and leadership.

It comes as no surprise, therefore, that the Business Council for Competitiveness intends to "use" him as a heavyweight to sell "our brand" outside Spain. Thus, with trained professionals (Campa holds a PhD from Harvard University and has been a consultant to the World Bank and the IMF) with intellectual solvency and a discourse far removed from generalised and credible negativity, it is possible to make a brand.

Jose_Manuel_Campa

Campa started from an indisputable premise: Spain has very high and damaging debt ratios and the government's fundamental objective must be to try to put an end to them. However, according to the professor of economics and finance at IESE, debt has not been the origin of the particularly virulent crisis that Spain is suffering. Nor was it the non-compliance with the fiscal pacts imposed by Brussels (here the wayward ones have been Portugal, Italy and, surprisingly, Germany). The problem has been disinvestment. According to their data, in 2011, 250 billion euros or 20% of GDP went out of the country.

Campa is in line with those who argue that we will not achieve deleveraging by cutting spending, but that we need to get investment flowing again. How? Here are some of his ideas:

In the public sector through structural revenue reform. Spain currently has one of the lowest public sector expenditure to GDP ratios in Western economies (public works investment, for example, has fallen to 75%). Structural reforms of the public sector are needed, notably to clarify responsibilities and improve efficiency, but not further spending cuts. He even advocated a tax hike, in particular IBI: "Housing must cease to be an investment asset".

And in the private sector, through venture capital. Our business fabric, contrary to what is claimed, is and was highly competitive four years ago. In fact, we are the country in Europe after Germany where exports have grown the most since 2007. But we have the highest rate of leverage in our environment and no access to bank credit (a sector that in turn cannot afford to go further into debt). Alternative channels for financing, i.e. venture capital.

Campa sent a message of support and confidence in the fundamental work of this industry to unblock the situation. It is, in his opinion, a sector at a crossroads that must (without waiting for fiscal or any other type of incentive) demonstrate its capacity. Especially because of the three indicators of a possible economic recovery (improvement in the stock market, investment in machinery and equipment and influx of credit) the latter is the one that, according to Campa, does not show any sign of improvement.

In the field of employment, the professor defended another reform, but in a very different direction to the one that has already taken place. His would try to tackle the two problems that the Spanish market is dragging along: the stagnation of the vast majority of professionals (permanent employees do not move from one company to another so as not to lose their acquired advantages and temporary employees are chained to endless cycles of work and unemployment); and the large number of unemployed in the construction sector, for whom active and costly employment policies would have to be used to relocate them.

Cecilia Díaz

Proa Colaboración collaborates with "Gotas para la vida", the charity dinner of the Emalaikat Foundation on World Water Day

The next day, March 22, will take place, on the occasion of the celebration of World Water Day, the charity dinner Gotas para la vida. This meeting organized by the Emalaikat Foundation will take place in the restaurant El invernadero de los Peñotes and will have the collaboration of Proa...

Risk audit, a profitable investment

Not a day goes by when we open the online version of any newspaper without encountering a reputational crisis: a company, a public institution, a cultural organisation or an NGO accused of illegitimate behaviour. Some of the problems they face are technical in nature: a toxic leak, an accident...

"The story of the last six years in Spain is almost a thriller", conversation with José Antonio Zarzalejos

The story of the last six years in Spain is almost a thriller", "the King Emeritus has betrayed his son", "(Juan Carlos I) will not return to Spain until the Public Prosecutor's Office clarifies his situation", "I do believe that Leonor is going to reign", "Pedro Sánchez has supported the King...".

Branded content and brand journalism: companies with their own voice in the digital agora

Not so long ago, talk of new forms of disintermediated communication by companies was a fast track to being declared anathema by the guardians of journalistic and communicational essences. How could companies dare to propose the occupation of spaces traditionally reserved for the media...?

Proa Manages the Communication for the XIV Scientific Conference of the Alicia Koplowitz Foundation

Proa Comunicación is responsible for managing the communication for the XIV Scientific Concerence of the Alicia Koplowitz Foundation that will take place on the 24 and 25 of October in Mututa Marileña's Auditorium on 33 Castellana. The presentations and round tables will be centered around the 'Impact of Social Media...

The drug of power

Our political leaders are giving us the soup. The media drama that hijacks us daily as hostages to squeeze their negotiations makes the last few weeks since the election seem like years. But what happens to these guys when they are in the grip of power? This week saw the launch of the new book by...

More conversations, more ideas, more PROA.
Follow us on our networks.

Receive ideas with criteria

Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.