Pilar Urbano will participate in the Proa Observatory of Communication: “State plot to save the Infanta.”

Next Thursday, May 24 at 9:00 a.m. in the Degussa headquarters (c / Velazquez 2), a new edition of the Proa Observatory of Communication will be held. On this occasion, Pilar Urbano will intervene with her dissertation: ‘State Plot to Save the Infanta’, the core of her latest book, ‘La pieza 25’. Read more

Proa Comunicación organizes the first FaqFraud meeting at the ISDE headquarters

FaqFraud, a non-profit initiative that constitutes a line of help to stop fraud in the ecosystem of digital advertising, held on Thursday, April 26, the I FaqFraud Meeting in the new headquarters in Madrid of ISDE Law Business School. The event, organized by Proa Comunicación, featured four presentations and a round table that addressed the theme of the day: “fraud in digital advertising.” FaqFraud, a pioneering project in Spain, has the collaboration of LiniCom, Xaxis, Rubicon Project, Adobe Advertising Cloud, CMVocento, IAS, Zeotap, ISDE Law Business School, Nugg.ad, AMNET, Tap Tap and Sunmedia by Fibonad. Read more

The Luca de Tena Foundation renews the portal of the Laboratory to deepen trends and journalistic training

The Journalism Laboratory of the Luca de Tena Foundation starts a new stage. After having closed several national and international agreements to share training resources and jointly promote events, efforts are now directed towards the web, which has been completely redesigned and a broad content plan has been created so that www.laboratoriodeperiodismo.org becomes the reference on the evolution of journalism in Spain and in Spanish-speaking countries.

The Journalism Laboratory will publish relevant information on three major areas on a daily basis: firstly, audience development, both specifically in terms of contents, as well as mobile strategies, social networks, innovation, etc .; Secondly, the development of a business model, with information on advertising, content payment strategy, and business diversification; and the third pillar is the formative one.

Journalism Laboratory will try to help journalists and media to know and develop the necessary skills to face the challenges posed by the new society. Both in the case of hearing or business development, as well as in the training section, the information will be completed with success stories that are being carried out at this time.

Interviews, weekly newsletter, webinars … In addition to this daily information, the Journalism Laboratory will also publish interviews with people who are at the head of newsrooms or sections, lead projects or have something to say in the digital transformation of journalism, both active in the profession, as from the academic perspective.

There will also be a weekly newsletter with interesting information on the reinvention of journalism and current news. The aim of the Journalism Laboratory is also that the newsletter becomes, little by little, a reference for all those people linked to the world of journalism.

In addition, once a month, the Journalism Laboratory will offer live a free access webinar under registration, in which aspects of interest of any of the three main pillars on which the Journalism Laboratory focuses will be addressed. Some of the webinars that will be offered will address, for example, issues such as Seo for journalists, how do we measure journalistic quality with Google Analytics ?, cases of success of payments for content, etc.

According to the director of the Journalism Laboratory, José Suárez de Lezo, this new initiative is “one more step in the Luca de Tena Foundation’s effort to try to help journalists in the most pressing needs for the profession: specialized information, research, training and updating of knowledge “.

The Luca de Tena Foundation has signed agreements with reference institutions such as NiemanLab, of Harvard University, Tow Knight Center, of the University of the City of New York (CUNY), the University of Boston and the Engagement Lab of Emerson College. the translation and dissemination of relevant content on new journalistic trends and the possibility of enabling courses and specialized programs for students and journalists.

In Spain, the Foundation has also closed agreements with the CEU-San Pablo Journalism faculty and the Rectors Conference, and works hand in hand with institutions and reference companies to continue enabling new ways of collaboration.

The development of the web and the elaboration of the contents and webinars have been entrusted to Next Idea Media. The founder and director of Next Idea Media and Medialab Press Spain, Lluís Cucarella, who also assumes the functions of editorial director of the Journalism Laboratory, indicates that “Journalism Laboratory comes to fill an important gap in the information landscape in Spanish. There are other international reference websites on innovation in journalism or digital transformation of journalism, such as Poynter, or NiemanLab, but there is a lack of space in Spanish not attached to private companies, but linked to a Foundation, which allows journalists and the newspaper industry to general information about success strategies of any kind. When from Next Idea we advise newspapers and managers, one of the recurring questions is where they can be informed daily of the latest trends. Journalism Lab also come to cover that important gap “.

Juan Antonio Samaranch reviews the Olympic news in ‘Objetivo Tokio’

Proa Comunicación has managed the last interview of the vice president of the International Olympic Committee (IOC) Juan Antonio Samaranch, who has participated in the program of the channels Teledeporte and Canal 24 Horas ‘Objetivo Tokio’, a weekly chapter of ten minutes dedicated to sports competitions annuals with the participation of the athletes who received a scholarship in the ADO Plan, their preparation, rivals, medal options and the technical aspects of the sports discipline.

Samaranch has analyzed in this program the main novelties of the next Olympic Games of 2020 to be held in Tokyo, the importance of intelligence and technology in the Olympic system, the different tools used in the fight against doping, or the memory to the Olympic Games of Barcelona 92 ‘.


Proa Comunicación, in the last issue of Real Deals

Proa Comunicación participates in the April issue of Real Deals magazine, a reference publication of the European venture capital industry. Real Deals publishes the most important private equity news in Europe, together with comprehensive market and company analyzes and comprehensive quality coverage.

The Real Deals team also produces some of the most prestigious awards ceremonies in the industry, including Mid-Market, UK Mid-Market Debt and Private Equity Awards.

On its website they host Real Deals Intelligence, a unique database of more than 400 European GPs, 800 funds and 5,700 portfolio companies.

Jaume Giró highlights the value of reputation in Actualidad Económica

Jaume Giró, president of the ‘Think-Tank’ Corporate Excellence, highlight in Economic News the importance of reputation in corporations. “In these years of the new century, where digital communication has burst forth and with it this jungle of information, it is often difficult to distinguish good information. In these times when fake news appear with more notoriety than ever, many people give credibility to things that do not deserve confidence. That’s why two issues are so important. The first is to manage the brand well, the reputation of a company, because it is the brand that sets us apart from other competitors in a market where products and services tend to be almost the same whatever the sector, banking, energy services and journalism, for example. The second is that the professional who is in charge of these matters must be able to intelligently read the social context, “explains Giró. “Beyond the economic sense of the operation, there is always a reading within society. It’s not just about economic profitability “, rivets.

In the same vein Angel Alloza, CEO of Corporate Excelllence, says that “in the past, this differentiation was in the ability to launch products and services objectively superior to those of the competition, which led to the proliferation of a large number of product brands. Today, however, the process of building a corporate brand is much more complex, because it is not based on rational attributes or benefits, but is differentiated from deeper elements of identity: who are you as a company, how are you, why you exist and do what you do. “


The VINCI Autoroutes Foundation trusts in Proa for the communication of the 5th edition of the European Barometer of responsible driving

The VINCI Autoroutes Foundation relies on Proa Comunicación for the communication of the 5th edition of the European Barometer of Responsible Driving, which will present its results in April. As every year, the foundation carries out a large survey of European drivers from 11 countries of the European Union to review the habits of Europeans at the wheel. This barometer allows the identification of risk behaviors and good practices, thus contributing to a better orientation of prevention recommendations in each country.

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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 Comunicación as a benefactor company.

Water is an essential element of sustainable development. Water resources, and the range of services they provide, play a key role in reducing poverty, economic growth and environmental sustainability. Water promotes the wellbeing of the population and inclusive growth, and has a positive impact on the lives of billions of people, by influencing issues that affect food and energy security, human health and the environment.

For all these reasons, for years the United Nations has celebrated World Water Day every March 22, to warn of the need to bring water to the most needy. The Emalaikat Foundation’s priority is to bring water to Africa; Every year they celebrate World Water Day with the campaign “Drops for life”, with the funds raised to be used to build a well in Turkana.

The campaign “Drops for life” is also an exceptional occasion to learn first-hand about the work carried out by the missionaries of the Community of St. Paul the Apostle and the Emalaikat Foundation in Africa, where they have built, together with the local communities, more than 200 dams and rafts and 190 wells in addition to promoting numerous actions for access to drinking water and basic sanitation. “Drops for life” is also a tribute to them and share this day with them to water many lives together.

If you want to attend the “Drops for life” register through the following web page:



Organizing success at the World Snowshoe Championship

The World Championship of Snowshoes has closed with a resounding success the agenda of activities programmed in the region of Liébana between the 2 and 4 March. The race for the world title of snowshoes, of which Proa Comunicación has been a partner, was the main demand for the organization of an exclusive event, unique in all of Spain, and which has been an important economic and social boost for businessmen and inhabitants of the area.

The events began on Friday in Potes, where the opening ceremony was held with a lively and colorful parade of countries through the old town, until reaching the concentration of participants and fans in the Torre del Infantado. Then, those present could enjoy a nightly show of dancers, jugglers and fireworks that became a magnificent prelude to the sporting event.

The cold and windy morning of Saturday did not prevent the more than 200 athletes enrolled in the world championship, accompanied by numerous fans, using the Fuente Dé Cable Car to ascend the route of a circuit of 8.5 kilometers with a positive slope of 400 meters through the area of ​​Lloroza lakes and the San Luis channel.

The winner of the men’s senior test was the Frenchman Stephane Ricard, with a time of 46.24, followed by two minutes and a second by the American Joseph Gray and two minutes thirty-two seconds by the Spaniard Roberto Ruiz.

In the women’s category, Michelle Hummel was proclaimed champion with a time of 57.06, followed by Ragna Debats, just over four minutes, and the Spanish Sandra Sevillano, just over eight minutes from the winner. The Spanish team was also proclaimed world champion by teams in the men’s category. In women, finished in second position.

On the other hand, in the junior male category won the British William Griffiths, with a time of 38.34; and in junior female category, the American Soleyl Gaylord, with a record of 35.40. After the official tests, an impressive unique and exclusive non-competitive night racket took place, as the Fuente Dé Cable Car had never opened at night to allow any sporting activity. More than 400 people participated in this experience.

The eleventh edition (first in Spain) of the Snowshoe World Championship concluded with a dinner for all participants followed by the awards ceremony and the Picos Fest music festival, culminating a program of activities that, according to the data of the Ministry of Tourism of Cantabria, has meant an economic return of 600,000 euros. In addition, the holding of this test has caused an important hotel occupation in the area, which has practically covered 100% of its offer.

According to the International Snowshoe Federation, the test organized by Picos Xtreme, and in which many companies and more than 150 volunteers collaborated, has been “without a doubt the best edition in history”. A challenge to be overcome in 2019 by the appointment confirmed in The Dolomites (Italy), where a race with more than 45 years old will be celebrated and with the presence of more than two thousand participants counting the non-competitive march.

Óscar Sebrango, manager of the active mountain tourism company and organizer of the event, Picos Xtreme, expressed his satisfaction: “Everything went perfectly and, therefore, we are very pleased to have organized this World Championship. We hope to have achieved a high visibility of Cantabria outside of Spain that will make it possible to schedule more sporting events or other events in the area attracted by an extraordinary landscape and culture. ”

The Snowshoe World Championship has had the support of the Government of Cantabria, represented by the Sports Council of the Government of Cantabria and the Lebaniego Jubilee Year Society. The event is framed within the program of the events of the Jubilee Year Lebaniego, event that takes place every 4, 5 or 11 years, as is the case of the last celebration, and that coincides with the opening of the door of forgiveness in the Monastery of Santo Toribio, one of the 4 holy places of Christianity since the Middle Ages.

Proa Comunicación hosts the presentation of FaqFraud, an initiative to stop fraud in digital advertising

According to Google’s latest report, advertisers are losing 3.5 million dollars a day with unauthorized resale of inventory and domain spoofing in 16 of the world’s most relevant digital media. For this reason, FaqFraud was born, a non-profit initiative that constitutes a line of help to stop fraud in the digital advertising ecosystem. This project, pioneer in Spain, has the collaboration of Adobe Advertising Cloud, Integral Ad Science, LiniCom, Rubicon Project, Vocento, Xaxis and Zeotap. Proa Comunicación welcomed the presentation to the media of this initiative at its headquarters.

FaqFraud arises thanks to the collaboration between experts from the programmatic world and key companies throughout the digital advertising ecosystem. The initiative will offer full support to all companies that need advice on fraud material in the sector. Through the web www.faqfraud.org (and its profile on LinkedIn and Twitter), experts in different areas of digital advertising will serve as a direct help line for those professionals in the industry who need to solve fraud problems.

Also, through a video campaign, the different experts that make up the initiative will make more dynamic the explanations about the main concepts of fraud in programmatic advertising, advising with audiovisual content.

Initially, FaqFraud will be integrated by eight professionals from different companies that represent the entire digital ecosystem by integrating a Publisher (Vocento), a Network (LiniCom), a Data Provider (Zeotap), an SSP (Rubicon Project), a DSP / DPM (Adobe), an agency (Xaxis), a verifier (IAS) and a legal figure (IKEA). These experts will offer help to any advertiser, media or professional seeking advice, information from secure partners or tools to combat fraud.

Six representatives of the initiative were present during the presentation: Jesús Carrera, director of strategy and commercial management of Vocento, Juan Antonio Muñoz, director of strategy and business development of LinCom, Miguel Nieto, senior business developer Spain & Portugal of Rubicon Project, Manuel Rodríguez Páez, head of agency partnerships Iberia of Adobe Advertising Cloud, and, on behalf of Integral Ad Science, Carter Nicholas, Director in Spain and Portugal, and Benito Marín, strategic consultant. The initiative is completed by Marc Ginjaume, country manager of Zeotap, Oscar Rodríguez, managing director of Xaxis and María Gómez, Global Data Steward for Customer Privacy Compliance at IKEA.

Currently, there is widespread ignorance in the digital advertising sector about what is fraud and what is not and, even more important, how to detect and stop it. “It is worrisome the amount of money that advertisers lose per day in their investments, if we extrapolate the Google figure to all the media in the world, the amount of losses requires immediate actions to stop it,” said Juan Antonio Muñoz, promoter of FaqFraud.

Manuel Rodríguez Páez highlighted the decisive capacity of the initiative, highlighting the composition of FaqFraud, which covers the whole funnel of digital advertising. “We have experts in each subject and, although there is still much to learn to stop fraud in digital advertising, we can help advise in any field depending on the questions raised.” On the other hand, Miguel Nieto has put in value FaqFraud for aspects such as the verification of the quality of the data, “we all have to join that transparency and together we will be able to stop the fraud”.

In addition, Jesus Carrera wanted to highlight the importance of being optimistic about the detection and control of fraud, “we have to give confidence to the market.” A message that fits with the percentage of fraud in Spain because, as Carter Nicholas has pointed out, “in Spain it is between 0’5 or 3%, a low figure compared to the US”.

“Advertisers must feel safe. We must unite from the whole chain to transmit that security, “said Benito Marín, who has ruled that most of the fraud is caused by the action of the bots.