Pablo de Villota -- Is Fernando Alonso getting it right with his latest advertising campaign?
The recent advertisement featuring Formula 1 champion Fernando Alonso has generated divided opinions. On the one hand, there are those who think it is brilliant, and on the other, those who think it is tacky and unworthy of one of the world's most important sportsmen. A priori, at PROA Comunicación [...]
Pablo de Villota -- Estrella Galicia and Ferrari, when sponsorship is an example of less is more (much more)
In general, there is still a lot of education and work to be done in Spain so that many marketing departments in our country value the advantages of sports sponsorship compared to other tools in the marketing mix. Unfortunately, it is common to see that when things are going badly, the first thing to be cut is sponsorship, for example [...]
-- Interview with Enrique Arribas, President of the Spanish Marketing Association
Valvanuz Serna Ruiz, managing partner of PROA, interviews Enrique Arribas, president of the Spanish Marketing Association (AMKT) and director of Marketing, Corporate and Brand of the Santander Group. Both reflect on the intangible values of the company -reputation, transparency, authenticity, among others-, the discipline of Marketing and its frontiers with Communication, [...]
Social networks, key in the strategy to build a lovemark
For brands, social networks are key elements in their communication strategies due to their capacity to generate affective and lasting links with their consumers and potential clients, members of their digital community. These virtual communities are made up of a group of individuals who follow a brand on its social profiles, see its products and services, [...]
Keys to communication in foundations
María Cano, head of communication and marketing at the Spanish Association of Foundations, highlights the importance and the keys to communication in the foundation sector. Foundations, and third sector organisations in general, are agents of change and transformation. For a long time, wrongly, they have been perceived as unprofessionalised entities that [...]
Marketing outsourcing, the solution for businesses
In Spain, SMEs and the self-employed account for practically the entire business network. The so-called "startups" have received investment exceeding 1,200 million last year 2018 (9 times more than 8 years ago). There are many things that unite them all, but undoubtedly one of the most important is the difficulty of [...]
Communication, a lever for private banking growth
One of the greatest challenges for financial communication professionals is to help private banking institutions achieve their business objectives. A challenge that, after more than 20 years managing the reputation of private banking entities, asset managers, brokers and insurance companies, has proven to be achievable. Double [...]
Ice age communication and journalists
I would call him Mister Comapu And no, I'm not going to talk about any animal or endangered species. I am talking about what could be a new concept in the field of communication. And let me first clarify that I understand communication in a broad sense. Very broad. And, secondly, let me distinguish between what is [...]