Proa Comunicación participates in the edition of the book “Historia de la Banca Privada en España: Creadores de Prosperidad” (History of Private Banking in Spain: Creators of Prosperity)

Proa Comunicación has been one of the companies that has collaborated in the edition and production of the book “Historia de la Banca Privada en España: Creadores de Prosperidad” (History of Private Banking in Spain: Creators of Prosperity), which was presented at a recent event at the Casino de Madrid. The work reviews the history of Private Banking in Spain, dividing it into three periods: the origins of the business until 1988, the stage of private banking formation in which both business models and actors were configured, and the phase from 2008 to the present, characterized by the profound regulatory changes as a result of the financial crisis.

The idea behind the launch of the book came from A&G Banca Privada, one of the leading entities in the sector, which organized the presentation event attended by around 150 professionals from the world of finance and communication.

Social function

The book defines private banking as “the group of financial institutions that provide advisory and wealth management services to wealthy clients”. A sector that is little known among Spanish society, but which performs a key social function: to support individuals in making savings and investment decisions, considering their level of risk aversion and their life cycle. A function that grows in importance, as life expectancy has increased, and individuals depend more and more on savings and own investment to cover their vital needs in retirement. Bearing in mind that the financing capacity of the Spanish public pension system is diminishing.

On the other hand, the book highlights that private banking is one of the sectors that contribute most to the growth of financial education in society, because the job of the private banker is to explain to his clients, in an intelligible and rigorous way, the risks and benefits not only of a good management of their portfolios, but also of the investment strategies adopted. To do this, it must make the relationship between profitability and risk understood in investment decision making, given that, the higher the expected profitability, the greater the investment risk must be.

Investment has also become a growing activity in broad sectors of society, given the low level of current interest rates that provide zero or even negative returns on risk-free assets (deposits, current accounts, short-term fixed income, etc.). The advice provided by private banks therefore contributes to the reallocation of capital for projects with real potential and promotes economic growth.

 Future challenges

The experts who participated in the book’s presentation debated some of the challenges that private banking must face in the future, considering both the impact of regulation after the financial crisis of 2008, and the advance of technology and its influence on relations between customers and their financial institution.

The first of the sector’s challenges is how to reconfigure the customer’s relationship with their private banking institution in an environment in which technology accelerates disintermediation in financial decisions, and new formulas are created for automated advice with lower costs.

The speakers highlighted the irreplaceable role of the private banker as a personal and unique interlocutor, who channels the entire range of products and services tailored to the individual financial needs of its customers, which consolidates a personal relationship and trust in the long term.

Technology, the experts concluded, can complement the banker’s work by making it more efficient and effective, but the “robot advisor” models, whose advice is based on algorithms, have their target audience among clients with less wealth than private banking.

The second challenge is the impact of regulation, which affects both the solvency required of operators, as well as scalability in the costs of services, and the capacity to generate income for specialized entities.

The speakers’ opnion was that regulation affects the business model to a large extent, which makes it all the more necessary to be able to provide value to customers with personalized, high-quality advice. Must be characterized by personal values such as trust and empathy with the customer, in order to understand their patrimonial needs in their entirety, and to achieve maximum satisfaction in their aspirations for their entire financial life cycle.


Javier Ferrer
Financial Communication Manager at Proa Comunicación

The winners of the “Woman Forward”, supported by Proa Comunicación, talk about equality

Last October, the Woman Forward Foundation, directed by Miriam Izquierdo, presented its Woman Forward Awards for “Corporate Governance and Gender Diversity”. One of the awards, which recognized the career of the athlete Theresa Zabell, was presented by Lucía Casanueva, managing partner of Proa Comunicación.

The event, in which Proa Comunicación actively participated as a PR partner, took place in the Italian Embassy and was attended by numerous personalities from the business, economic and political world of Madrid.

The other 13 winners who have been awarded for creating value through gender diversity in the business and institutional world are the Government of Italy, the Secretary of State for Digital Advancement, Mahou-San Miguel, Red Eléctrica, ESADE, Institución Educativa SEK, María Wandosell, Mediaset, Atlético de Madrid, Eva Levy, Pilar Gómez-Acebo, CEO and the European Parliament.

During the meeting, the organization filmed the winners to hear their opinions on how to define the concept of equality. In the video below, Theresa Zabell and María Wandosell themselves appear. The playlist of all the videos can be viewed here.

Proa Comunicación Boosts the Visibility of Entrepreneurship Among Women

A few days ago, Professional Women’s Network Madrid presented its M+50 Emprende project at the Wayra accelerator headquarters. In order to achieve visibility and media coverage, the organizers hired Proa Comunicación, which was in charge of the operations related to the media and the impact of this event.

The conference, which was organized together by Wayra and the open innovation hub of Telefónica and 50PRO, under the title “Keys to senior entrepreneurship: innovation, technology and new trends”, was attended by the president of PWN Madrid, Raquel Cabezudo, who was in charge of opening the meeting, and the general director of Research and Technological Innovation of the Community of Madrid, María Luis Castaño, among others. Among some of the ideas that were put on the table and that were reflected in the subsequent reports, the one that stands out is that Madrid was defined as the perfect ecosystem for entrepreneurship and support for start-ups.

Cabezudo insisted on the need to launch a project like this one, because “there are 112,000 highly educated professional women in the 45 to 54 age group who are unemployed, a figure far higher than that of men. For this reason, PWN Madrid also supports entrepreneurship “as one of the ways to boost business,” said its president.  “Within the Project M+50 Emprende there are different activities that we are going to carry out to raise awareness, such as workshops that facilitate entrepreneurship or the creation of an ecosystem and a network of women to support each other, because men support each other tremendously and women do not have that support network,” said the president.

Tessi Iberia Trusts Proa Comunicación with the Communication of its Innovation Event in Madrid

Tessi Iberia trusted the communication of its first event about innovation in Madrid with Proa Comunicación. They presented the tech startup accelerator, Pèpites Shaker, a different model based in transferring innovation from newly formed startups to larger companies.

Proa Comunicación managed inviting press and media relations, achieving important impacts in national, economic, and specialized media. Through this, Tessi Iberia has achieved visibility and media notoriety, an essential objective to achieve the company’s desired positioning in the Spanish market

Tessi is an international company present in France, Switzerland, and Spain. They are a process outsourcing leader helping companies transform digitally.

Featured in the image is Tessi’s Iberia CEO, Christos Yannicopoulos, giving a speech at Afterwork Innovation.

Digital Communication Director Moderates a Debate about Technology and Inclusion

Last Friday, the Director of Digital Communication at Proa Comunicación, Bárbara Yuse, moderated a roundtable on technology and inclusion at the VI International WomanLiderTic Conference. Ana González Talaván Director of Digital Services at Microsoft also participated in the event. González Talaván presebted the case of Sandra Timón, the first deaf and blind woman that worked at her company. She also won the National Youth Award in 2019 in the Social Committment category.

González Talaván shared with Bárbara Yuste, who served as an interviewer, as the leader of a diverse and inclusive team and what it was like working with Sandra Timón everyday on her team. At the same time, she defended that any company can create a diverse team like this if it is proposed with a clear objective. But in her opinion, it is necessary that those responsible for the companies see inclusion and diversity as a business opportunity.

Proa Comunicación organized the III National Winter Sports Awards

For the third year in a row, Proa Comunicación helped to organize the National Snow Sports Awards. Presented by Madrid SnowZone and the RFEDI-Spainsnow, the third edition of this event took place last Friday November 15 in Madrid’s newly renovated indoor skiing area. Athletes and organizations came together to award the best of the season in one of the most important national events for winter sports. The awards were created three years ago to pay homage to winter sports and their members: athletes of today and always, ski areas, federations, clubs, organizations, brands, specialized press, etc.

During the awards ceremony, the skier Blanca Fernández Ochoa was honored by a namesake award, the Blanca Fernández Ochoa Award – Women and Snow, that is given to the most distinguished person or organization promoting the role of women in snow sports. Her siblings, Lola Fernández Ochoa and Juan Manuel Fernández Ochoa, received the award given by May Peus, president of the RFEDI, and Paula Fernández Ochoa, her niece and head of Women and Sports in the Federation.

The magnitude of the Fernández Ochoa family was also remembered after the Paquito Fernández Ochoa prize was awarded to Juan del Campo for being the best male athlete of the 2018/2019 season. His qualification in the Top 30 of the Slalom at Schladming World Cup and in the Top 2 in the World Cup in Are (Sweden) helped the committee decide to grant him the award.

Additionally, the 29 Spanish athletes who have participated in 14 editions of the Winter Olympic Games were honored during the awards ceremony. 14 of them could come to the event that crowned Queralt Castellet as the best female athlete of the 2018/19 season with the María José Rienda prize, delivered personally by the president of the CSD.

After the presentation of the III National Snow Sports Awards, a show divided into four parts took place on the track. The main focus of this demonstration was a tribute to women’s participation in the Winter Olympic Games, with special attention to the bronze medal won by Blanca Fernández Ochoa in the 1992 Albertville Slalom.

New Category: SNOWZONE Award ‘Snow4all’

As a new feature, in this edition a tenth award was added, the SNOWZONE Award ‘Snow4all’, which will be awarded each year to the person or organization that has been most distinguished in the promotion of inclusive snow sports. Jon Santacana and Miguel Galindo, silver medal in the Supercombined event of the Paralympic Games in PyeongChang 2018, were the first winners of this recognition.

As an exception to the athletes who were honored, two medals were awarded to Lluís Breitfuss the COE badge in recognition of his work as sports director of the RFEDI during the 2018 Olympic Games in PyeongChang, and Lucía Hoyo was awarded the RFEDI sports merit medal for her 25 years at the federation.

The panel of judges that evaluated the candidatures and decided the winners (in awards not linked to the world ranking) was made up of various representatives of the sector: María José Rienda, President of the National Sports Council; Alejandro Blanco, President of the Spanish Olympic Committee. May Peus, President of RFEDI; Jesús Ibáñez, President of ATUDEM; Javier Villar, Director of Madrid SnowZone; Fernando Ruiz, Director of Eurosport; Lola Fernández Ochoa, Olympic skier; Jordi Font, snowboarder Olympic Diploma and Carolina Ruiz, Olympic skier.

The company FOREO, a Swedish brand of beauty tech that is on sale at El Corte Inglés, was one of the sponsors of the III National Snow Sports Awards for the second consecutive year. Along with RS Roslain Sport who created the official watch of the RFEDI.

Complete List of Award Recipients

  • Paquito Fernández Ochoa Award, the best male athlete of the 2018/2019 season according to the world ranking:

Juan del Campo, due to his great performance in the 2018-19 season; he managed to qualify in the Top 30 of the Schladming World Cup Slalom and in the Top 27 of the Are World Cup (Sweden).

  • María José Rienda Award, the best female athlete of the 2018/19 season according to the world ranking.

Queralt Castellet, for 2nd place for her circuit in the World Cup Half-pipe, 1st place Half-pipe in the Calgary World Cup, 2nd place Half-pipe in the World Cup in Laax (Switzerland), 2nd place Half-pipe in the X-Games in Aspen (USA), 3rd place Half-pipe in the Dew tour in Copper Mountain Resort (USA) and 4th place Half-pipe in the World Championship in Park City (USA).

  • Carolina Ruiz Award, the most promising athlete of the 2018/19 season.

Albert Ortega, for his exponential improvement in the world ranking in all categories, being in the Top 20 of his age, among the youngest in the world. Top 25 in all Alpine events in the World Junior 2019.

  • Blanca Fernández Ochoa Award – Women and Snow, to the most distinguished person or entity in promoting the role of women in snow 2018/19.

Blanca Fernández Ochoa, first woman to win an Olympic medal, bronze in Albertville 92, for Spain and contribute to the development and promotion of Alpine Skiing in our country.

  • ATUDEM Award, to the mountain resort with the greatest sporting involvement in the 2018/19 season.

Baqueira Beret, for organizing the Snowboard Cross World Cup in March 2019.

  • Israel Planas Award, to the best coach of the 2018/19 season.

Josep Gil, Freestyle coach, for helping place his 2 athletes among the best in the international freestyle rankings and their participation in World Cups in the 2018-19 season.

  • Snow Sports Communication Award, for their support of snow sports communication in the 2018/19 season.

Paco Grande, for his Vintage Connection of Paco Fdez-Ochoa and Blanca Fdez-Ochoa and for all his journalistic career.

  • SNOW INDUSTRY Award, to the company with the greatest involvement in promoting snow sports in the 2018/2019 season.

AC-Hotels, for their support of winter sports for more than 5 seasons and especially in 2018-19.

  • SPAINSNOW Award, to the club or FFAA with the greatest performance in the 2018/19 season.

Federación Vasca Deportes Invierno, for being the only Autonomous Federation to have athletes in all the Absolute World Championships in 2019, AL, FO and SB.

  • SNOWZONE Award ‘Snow4all’, to the person or entity that has most distinguished itself in the promotion of inclusive snow sports 2018/19.

Jon Santacana y Miguel Galindo, for their promotion in inclusive sport and for their entire professional careers.

Proa Communicación’s Digital Director Moderates a Roundtable on Cybersecurity and Robots

Bárbara Yuste, director of digital communication at Proa Comunicación, participated in a roundtable last Friday, November 15, about “New Professional Profiles” organized by the Spanish Digital Foundation. This roundtable was part of the Digital Employment Forum that took place at La Nave in Madrid. During the debate, Fernando Davara, president of the Spanish Digital Foundation, Roberto Menéndez, CEO of Grupo ADD, and Pablo San Emeterio, from Telefónica, tackled questions like cybersecurity’s current challenges and who can help solve them, as well as the issues of AI and robots.

The most in demand professional profiles or if robots will replace humans in certain tasks, especially those that are mechanical, were two of the topics that brought out the most opinions of attendees.

Successful Organization and Media Presence at the Marqués del Atrio Event with Palop and Juanito in Seville

Proa Comunicación had great success organizing and inviting media to the Bodegas Marqués del Atrio event that took place a few days ago in Alcalá de Guadaira (Seville). Palop and Juanito, former football players from Sevilla and Real Betis respectively, participated in the commentary of a derby between two Sevillian teams last Sunday November 10th. The two former players were moderated Inma Rodríguez, a journalist for Movistar Plus.

The event, which aroused much interest among journalists in the Andalusian capital, was attended by more than ten sports media, including Marca or Gol Televisión, in addition to Canal Sur TV and other regional and local media.

Proa Comunicación organizes the I National Congress of Resilience

Proa Comunicación organized the I Congreso Nacional de Resiliencia (First National Resilience Conference) that will take place November 14 at the Fundación Areces in Madrid. It will last for two days and was launched by the Spanish Institute of Resilience (IER), an organization whose mission is to promote resilience in individuals.

The first day of this conference takes place in person. It will mainly focus on the scientific contributions and some conceptual considerations, as well as personal experiences that serve as examples and that have been previously evaluated by the jury of the Resilience Award. On the other hand, the second day, which will take place online, will search through videos and communications to expose some of the most important resilient projects. This online modality will allow anyone who is interested to participate but cannot travel to participate.

To access the full program of speakers and round tables follow this link.

Proa Comunicación Participates in the Woman Forwards Awards Gala

Lucía Casanueva, founding partner at Proa Comunicación, delivered one of the Woman Forward Awards to Theresa Zabell, who was recognized for “Corporate Governance and Gender Diversity.” The event, held this Monday at the Italian Embassy, was organized by the Woman Forward Foundation, an institution that works to help create value in organizations by promoting female talent through research.

Theresa Zabell, the only Spanish woman with two Olympic gold medals and recognized as the best female sailor in the world by the International Federation, has been recognized with this award for her commitment to converting her athletic values such as strive, sacrifice, and perseverance to her life and her foundation, ECOMAR, which promotes a healthy and environmentally conscious lifestyle for younger generations.

The other 13 award recipients for creating value through gender diversity in the business and institutional world were the Italian Government, the Secretary of State for Digital Advancement, Mahou-San Miguel, Red Eléctrica, ESADE, SEK Educational Institute, María Wandosell, Mediaset, the Atlético de Madrid, Eva Levy, Pilar Gómez-Acebo, CEOE, and the European Parliament.

The awards ceremony saw many attendees from the business, economic, and political spheres of Madrid.