Pablo de Villota -- Monster vs. RedBull vs. Coca-Cola
How to take a rival's toast by going one step further in sponsorship. For decades Coca-Cola established itself as the great brand that it is, among other things, because of its omnipresence and creativity in sports sponsorship. However, in the mid-1990s, one day, a new brand came along and [...]
-- SOERMAR chooses PROA to lead its communications strategy
SOERMAR (Society for the Study of Maritime Resources), a company made up of the SOERMAR Technological Centre and the SOERMAR Foundation, entities dedicated to providing technical and technological support to the Spanish maritime sector, has placed its trust in PROA for the development and execution of its communication strategy. The company, made up of the main companies in [...]
-- Lucía Casanueva and Valvanuz Serna Ruiz in the guide of Top Women in Communication
Lucía Casanueva and Valvanuz Serna Ruiz, managing partners of PROA, have been included in the list drawn up by Top Comunicación of women who are a reference in the profession, from company communication directors to CEOs of communication agencies. Lucía Casanueva is an expert in corporate, financial and crisis communication. She has worked in multinationals and [...]
Antonio García Villanueva -- Microinfluencers: what are they and how to use them in communication?
Antonio García Villanueva, Senior Consultant at PROA, analyses for an article in TOP Comunicación that 2021 could be the year of the micro-influencers as they have more credibility than media influencers. The evolution of the digital era has brought new consumer and influencer profiles. Companies, aware of this new panorama, have been using microinfluencers for years [...]
Lucía Casanueva -- "I think the time has come to look at the world in women's terms.
Lucía Casanueva, managing partner of PROA, responds in an interview with Muy Segura magazine on the most current issues. Lucía Casanueva says that when she founded PROA she thought there was room to create a boutique communications company with clients from different sectors in which excellence was sought and in which [...]
-- ECODRY chooses PROA to develop its communication strategy
Ecodry, a brand of the Atenzza Group, manufacturers of smart fabrics based in the province of Alicante for more than 80 years, has entrusted PROA with the development of its communication strategy. With the arrival of the pandemic caused by SARS_COV 2 in 2020, Grupo Attenza decided to direct all its resources towards the [...]
Valvanuz Serna-- Recommendations for organisations in a post-COVID world
Valvanuz Serna, Managing Partner of PROA, delves into communication in a post-COVID world and analyses, for Influyentes Cantabria, different aspects to take into account in order to "navigate" with flexibility in a context in which what works today may not work tomorrow. It has been a year since the coronavirus hit us hard [...]
-- IMF Academic Institution trusts PROA for the development and execution of its communication strategy.
IMF Academic Institution with presence in all the lines of the educational offer places its trust in PROA for the development and execution of its communication strategy. IMF has an extensive catalogue of studies, with more than 900 programmes of Vocational Training, University Degrees, Official Master's Degrees and Specialisation Courses, in the areas of: [...]
-- Interview with Lucía Casanueva, managing partner of PROA, in Influyentes Cantabria
Committed to excellence, tenacious and with a wide working capacity, Lucía Casanueva, managing partner of PROA, explains in an interview for Influyentes Cantabria the importance of communication in the post-COVID era. According to the managing partner of PROA, internal communication is now the most important thing. The employees who keep their jobs [...]
Pablo de Villota -- The importance of 'GOD' sometimes being told 'NO'.
The shock of Diego Armando Maradona's death has brought to mind a day I shared with the Argentinean star, which left a deep impression on me for several reasons. I seem to recall that it was in 2014, when, as head of Formula 1 Sponsorship at Banco Santander, we organised my [...]
-- Lucía Casanueva and Valvanuz Serna Ruiz, candidates for the Top 100 Women Leaders ranking
Lucía Casanueva and Valvanuz Serna Ruiz, managing partners of PROA, have been selected as candidates for the 9th edition of the Top 100 Women Leaders in Spain ranking, an initiative of Mujeres&Cía that seeks out the most influential women in Spain, and whose ranking will be announced between March and May 2021. Casanueva and [...]
-- TRESMARES CAPITAL trusts PROA for the production of its new corporate video
The result is a 2’ 30’’ audiovisual film with a strong emotional impact. In the words of Ben Kendall, PROA's creative director: “The creative journey has been long, but very rewarding: in the middle of the scriptwriting process, we have seen how the whole world has changed - as a result of the pandemic - and we have had to find the [...]