The Wanda Metropolitano stadium, the achievement in record time of an iconic and differentiating landmark
The fact that a stadium inaugurated in September 2017 has been chosen to host the Champions League final is not only due to technological advances, the capacity in number of spectators, or the access facilities. Since 1988, when the Community of Madrid approved a new athletics stadium in an area [...]
The secret keys to branding
Branding? Brand image? Relevance? A self-respecting brand has to be more than just a logo, a few colours, an easy-to-remember sounding name, an attractive and memorable slogan, etc. For a brand not to remain something so simple - and therefore so weak - it needs a process that makes it [...]
Connecting to excite audiences, the most used strategy in 2018
Now that we are halfway through January, we can take a few minutes to look back at 2018 from an advertising perspective. The past year has left us with a great legacy in terms of trends. If we understand advertising as just one more tool that companies and associations use to [...]
Ben Kendall highlights the importance of corporate storytelling in the Proa Communication Observatories
A new edition of the Proa Communication Observatories was held on Thursday 26 April, with a presentation by Ben Kendall (CEO of Warren Films): ‘Storytelling in corporate management’. «Storytelling is being imposed in the business environment as a response to the fact that we live in the economy of the [...]