Merry chooses Proa Comunicación to help define its strategic messages

Merry interior design studio has chosen Proa Communication to help define their strategic messages. Merry is an interior design studio created in 2006 by Alfonso Merry del Val. The studio specializes in hospitality, residential spaces and offices. They create the most conceptual and creative part of the projects, and operate with a very experiential vision. At the moment, they work mainly in the Iberian Peninsula, France and China.

Their completed projects include: the Lorca and Lleida hotels, several hotels in the Vincci chain (Bilbao, Lisbon, Seville, Sintra), the Villaitana Meliá Rooms hotel in Benidorm, the Playa Mujeres hotel (Mexico) or the hotels Galleon and Carthage of Ibiza, as well as the common areas of ICON Casona 1900 and the Divino Pastor tourist apartments, both of which are located in Madrid.

Proa Comunicación applied its methodology to determine the company’s positioning through the analyzing all of its departments. With these findings, Proa has created the storytelling and strategic messages that define it.

Proa Comunicación brings its independent and personalized consulting label to Levante

PROA Communication takes another step in the expanse of its services arriving in the Valencian Community with the help of journalist Rocío Hidalgo. The Consultantcy expands its offer of corporate and business communication with its characteristic personalized dedication by providing unique and expert partners.

From now on, in the Valencian Community there will be a headquarters specialized in crisis communication and reputation management, financial communication, strategic communication consulting, political communication, digital communication consulting, internal communication, institutional relations and public affairs, organization of corporate events, sports sponsorship management, and innovative litigation communications.

Rocío Hidalgo, is the director of the Delegation in the Valencian Community. Journalist from CEU San Pablo de Valencia, master in RNE and Icemd-ESIC. For 20 years she has led corporate communication projects in Madrid and has developed her work as a journalist in national media. She currently directs and presents the show “I like it!” on RNE. She has excelled in the management of institutional relations. She has had training in creative and entrepreneurial areas as well as in the development of new businesses and the implementation of the litigation communications to manage the reputation of those investigated in criminal proceedings. She has been recognized by the Ministry of Culture with a National Award and has obtained the Silver Antenna as a journalist.

Proa celebrates its 10th year of successful operations, with headquarters in Madrid, Barcelona, Galicia, Bilbao, and now also Valencia.

PROA Comunicación Will Manage the Madrid VAT Forum 2020

Proa Comunicación will manage the communication of the Madrid VAT Forum 2020, the second edition of this congress, which will be held in February 2020, will address the new and different aspects of this European tax. The event is organized by the firm, directed by Fernando Matesanz, specialized in Spanish rate VAT Services and in collaboration with the Thomson Reuters publishing house.

In addition to the congress’s communication strategy, Proa Comunicación will be in charge of designing all the corporate material for the event. The objective is to position the Madrid VAT Forum 2020 as a reference event in its field of action, as well as maximize its visibility both nationally and internationally. Because of this, the organizers are being supported in all phases of the process, from the preparation of the Save the Date to the design of the congress’s website or video shoots.

Proa Comunicación was already in charge of managing the communication at the first edition of the Madrid VAT Forum. The first congress on VAT was held in Spain, also organized by Fernando Matesanz’s office, on February 14. On this first occasion, the presentations focused on analyzing and explaining all the changes that intra-community VAT will suffer until 2021. The congress managed to gather more than 160 lawyers and journalists. In addition, more than 80 impacts were achieved in specialized and general media, including publications of various interviews with the director of Spanish VAT Services during the pre-conference. On the other hand, Fernando Matesanz was included as a source in various reports about this community tax and published several stands on the changes in this taxation both in economic and specialized media. A position that has been maintained in the months after the congress was held.

Proa Comunicación Prepares the first Annual Report of Lantania Group

Proa Comunicación has been responsible for the design, editing and printing of the first Annual Report of the Lantania Group of 2018. It is a 48-page document in which, apart from presenting the company and capturing the solvency of its annual accounts, they explain their philosophy and their business lines. In addition, its management team and the company’s policies on Corporate Social Responsibility, Occupational Risk Prevention, Quality and Environment and R&D are detailed.

All of this is accompanied by a thorough presentation of a selection of works and projects that the company has carried out, or in which it has participated, in infrastructure, building, water and energy. The Annual Report also includes the group’s strategic plan for 2018-2022 and includes a selection of the its main news stories that appeared throughout last year.


Annual Report 2018

The Scientific Foundations of the Mediterranean Diet and Exercise

Dr. José Antonio Rodríguez Piedrabuena, specialist in psychiatry and psychoanalysis, analyzes, in depth, the scientific foundations of the Mediterranean diet and physical exercise.

“We are inundated with headlines about health, especially about what we should eat.” An infinite variety of diets appear in the form of books and headlines. In this book you will not find recipes. It is about updating the reader on the scientific foundations of what we should eat, to do so, it is necessary to consider the body, the human being, as a unit. This is why I included a description of the digestive process, foods and their properties, antioxidants, and the role and functions of the digestive system, from the mouth to the rectum.

“I describe the brain-digestive system unity with the intestinal flora. What does not appear in the miracle or other fad diets, is an any organ like the liver or lungs. The thousands of intestinal bacteria that work for us can also cause diseases, lengthen our lives, improve our memories, intervene in our emotional state, lower or raise cholesterol, or interve in cardiovascular health. And we explain how to take care of this organ, and how to feed it. We eat not only for ourselves, also for them. But without physical exercise, no diet is worth it. And my book explains why. The functions of muscle, adipose tissue, the intervention of our skeleton, the brain system and the digestive system, act as an inseparable unit and diet is simply one more component. In short, it is a scientific view of food, which is something more than the digestive system or food itself. If we understand all of this, we can live longer with better health. Intense physical exercise lengthens telomeres and therefore our longevity.”

The Alicia Koplowitz Foundation presents its 14th Jornadas Científicas (Scientific Conference) at Proa Comunicación´s Headquarters

On Wednesday July 10, at the headquarters of Proa Comunicación, the  Alicia Koplowitz Foundation held the press conference for its 14th Scientific Conference, which will be held on October 24 and 25 of this year at the Auditorio Castellana 33 de la Mutua Madrileña. María Concepción Guisasola, doctor of Medicine and scientific coordinator of the Alicia Koplowitz Foundation, and José Leoncio Areal, patron-secretary of the Foundation, announced the content of the presentations and round tables, which are dedicated to, in this edition, the Impact of Social Networks and Information and Communication Technologies (ICT) in child and adolescent mental health. The press conference was attended by media groups including Antena 3, Ondacero, Servimedia, ABC, Colpisa, EFE and Europapress, among others.

In this year’s edition, as a new feature, the 1st Prize for Research Alicia Koplowitz will be awarded, endowed with 3,000 euros, and will distinguish the best scientific research work published in 2018 by young research(less than 40 years old) members of the Association of Scientists in Mental Health of Children and Adolescents – Fundación Alicia Koplowitz.

During his speech, Dr. Guisasola explained that based on researchers’ publications, the use of the Internet, “and especially social networks,” favors the practice of violations or abuses, including interfering with social networks sites’ accounts, creating false profiles to provoke threats and even invitations to suicide. Therefore, the Organizing Committee of the 14th Scientific Conference opted to address the impact of social networks and ICTs in child and adolescent mental health, “seeking to respond to the concerns of parents regarding the mental health of their children, given that the use and abuse of new technologies and virtual reality generates many questions” to parents.

The scientific coordinator of the Alicia Koplowitz Foundation also justified the theme of the Conference by discussing how addictions related to technology have been growing exponentially since 1995, when the term ‘Internet Addiction’ was deemed, recognized by the WHO as a health condition disease in the eleventh revision of the International Classification of Diseases.

Faced with this situation, he noted that experts believe that “there is growing scientific evidence that suggests that excessive use of social networks or online interaction can lead to symptoms traditionally associated with addictions or substance abuse.” Among these symptoms, he cited the loss of control capacity, mood modification, tolerance, abstinence and relapse, which all fall within the components of the aforementioned Internet Addiction.

On the other hand, María Concepción Guisasola reviewed other ailments that recent research has associated with the excessive use of social networks, such as FOMO (fear of missing out, fear of losing something), “a generalized fear that others may be having grafiying or fun experiences from which one is absent,” or Nomofobia,”intense fear of being without a mobile phone,” and, “of course,” cyberbullying, which he described as a “social problem, in addition to a public health problem” The latter, he explained, is even more serious than common harassment, since it is carried out under the shield of “anonymity”.

Despite everything, the Organizing Committee of the Scientific Days wanted to stand up in favor of technological advances and its influence on children. In this sense, Guisasola pointed out that “social networks and new technologies have brought great advances and benefits to the mental health of children and adolescents, especially from the point of view of early detection, diagnosis and treatment.” As an example of this, he highlighted the work of the DetectaWeb Project, a detection protocol directed and developed by Spanish psychiatrists and psychologists in colaboration with Dutch colleagues. It is able to detect prematurely and prevent future emotional disorders, which saves costs and offers more agility in the evaluation and analysis of results.

With regard to treatments, he listed ICT’s advantages as the ability to reach those who need it with reasonable costs or the facility to implement interventions designed to address different psychological disorders. Some benefits whose potential is greater in the case of children and adolescents because they are “digital natives.” As examples, he listed the effectiveness of Virtual Reality applications, as demonstrated for almost two decades, as an intervention tool in the field of Clinical Psychology and Health, or the use of serious games to promote health in various fields. However, he stressed that ICT-based applications designed to improve interventions with children or adolescents have not yet achieved the same expansion as in the case of adults, so he predicted that “they will experience a remarkable development in the near future.”

The Alicia Koplowitz Foundation, through its different types of scholarships, has financed training in prestigious international centers of almost two hundred doctors and psychologists in specialtizing in practices related to minors’ mental health.

Real IS AG has Selected Proa Comunicación to Organize its First Presentation in Spain

German real estate asset manager Real IS AG, one of the largest in the world, specializing in real estate investments in European markets for institutional clients, has chosen Proa Comunicación to organize what will be the event to present its brand and business model in Spain. The meeting, which will be held at the end of October in Madrid, will have a business breakfast format, and will bring together a select group of real estate professionals such as brokers, investors, builders, promoters, managers and intermediaries.

The Proa Comunicación Observatory with Cristóbal Montoro, has been published in ABC

La participación de Cristóbal Montoro, exministro de Hacienda y Función Pública de España, en el Observatorio Proa Comunicación celebrado el pasado jueves 4 de julio, ha sido publicado en ABC. El diario nacional ha destacado las cuentas con partidas flexibles elaboradas por Cristóbal Montoro durante la legislatura de Mariano Rajoy en 2018. “Cuando fue la moción de censura y el candidato dijo que se quedaba con los Presupuestos que había rechazado una semana antes, me faltó ponerme de pie y aplaudir. Porque lo lógico es que si ganas una moción, lo cambies, pero no lo haces porque ves que es difícil cosechar tantos apoyos”, ironizó Montoro.

The participation of Cristóbal Montoro, former Minister of The Treasury and Public Function of Spain, at the Proa Communication Observatory held last Thursday, July 4, has been published in ABC. The national newspaper highlighted the accounts with various items prepared by Cristóbal Montoro during Mariano Rajoy’s term in 2018. “When the motion of censure was made and the candidate said that he kept the Budgets he had rejected a week before, I did not stand up and applaud, because the logical thing is that if you win a motion, change it, but you do not do it because you see that it is difficult to gain many supports,” Montoro said ironically.

Cristóbal Montoro trusts the strength of the Spanish economy, “provided that politics do not spoil it”

“There are reasons to think that this can go well, provided that politics do not spoil it,” concluded Cristóbal Montoro, former Minister of Finance of the PP, referring to the Spanish economy, in his speech at the Proa Comunicación Observatory Thursday, July 4. Montoro spoke about ‘The Spanish economy and its pending challenges” with a large group of professionals and entrepreneurs at the Club Financiero Génova.

The Minister of Finance who has been at the “genesis” of more Budgets (15), justified what he considers “an important and positive moment” for the Spanish economy in which it is in the lead of world growth, with a payment balance in the positive for six years, “for the first time in history”, and the creation of 500,000 jobs per year. These are factors that make it “the most competitive growth” we’ve ever experienced. Showing the evolution vividly, he recalled that in 1950, when he was born, there were ration cards and that in 1959 the per capita income was 2,000 dollars, while today it reaches 25,000 euros.

To prove his claim, he turned his speech into a marathon of figures, “because everything that is not an account is a story,” he said, referring to a recent book by his former cabinet colleague Álvaro Nadal (Minister of Energy, Tourism and the Digital Agenda of Mariano Rajoy). Then, he went over per capita income from the 1950s until today, the percentages of exports from Spanish companies, investment, public and private debt evolution, unemployment, inflation…

He highlighted the process of internationalization of Spanish companies and was especially proud that presently, not only the large public companies, but also the medium-sized are the those that expand outside of Spain. He quantified exports at 35% of the GDP and he noted that in 1996 the internationalization of Spanish companies was 6% of the GDP and now it is 56%.

On the other hand, he placed value on the fact that, “compared to the rest of the world”, Spain is repaying its debt and companies have a very good level of consolidation, which means that they can invest without credit. “The private sector has lowered its debt 450,000 million euros,” he said. Even, “direct business investment is superior to that of Germany and France,” he said. The same does not happen in the public sector, which, in his opinion, must reduce its deficit and also its debt, and it has the opportunity to do so by taking advantage of the low interest rates, a circumstance that considered the result of the good work of the ECB.

In order for this positive situation to continue, he recommended that the Government continue promoting the reforms, and more specifically, labor, public sector, banking and energy sectors. Something that he considered essential to make the qualitative leap that “will take us to the top of the most advanced economies”. He also advised to put the economy first in government negotiations to “be able to continue growth and job creation” and, above all, in the absence of majorities in Parliament, to negotiate the Budget in order to be able to move it forward. At this point, he revealed precisely that, the current Budget extended what the Government of the PP agreed with Citizens, PNV, Union of the Navarrese People, Asturias Forum, Canary Coalition and New Canary Islands, “it was thought to be extended.” And he advised against those who govern the repeal of the Budget Stability Law and tax increase, because, in his opinion, “there is money, there is no need to spend more”.

The attendees were also interested in unemployment, the tax system and inflation. Their questions were answered with a cascade of data and a detailed explanation of the evolution of each issue.

Cristóbal Montoro was born in Jaén and received his bachelor’s degree and doctorate in Economic Sciences from the Autonomous University of Madrid. He ‘contaminated’ the “virus of politics” with 43 years, while additionally he was a professor of Applied Economics in Santander. He has been Finance Minister for 11 years, in the Government of José María Aznar, between 2001 and 2004, and under Mariano Rajoy, between December 2011 and June 2018. He has been a representative in Congress (for Jaén, Sevilla and Madrid) and Economic spokesperson for his party since 1993, with the only exception of his term in the European Parliament, between 2004 and 2008. He was president of the Economy and Business Commission in the Congress of Representatives from September 2018 until very recently.

Proa Observatories are discussion forums that feature prominent leaders, politicians and professionals. Born with the mission to be a workshop of ideas where a genuine dialogue is fostered, Observatories aim to discuss current business issues, as well as corporate reputation, brand and public issues as important elements for the improvement of companies.

Personalities that have participated in these meetings include: the economist Manuel Conthe, the former Minister of Education, Culture and Sport José Ignacio Wert, the writer and priest Pablo D’Ors, the Director of External Communication of Deloitte, Antonio Belmonte, the Director of Communication and Institutional Relations of El Corte Inglés, José Luis González-Besada, the High Commissioner for the Spain Brand Carlos Espinosa de los Monteros, the writer and journalist Pilar Urbano, the general director of Information and Control of Publications S.A. (OJD), Manuel Sala, Professor of Corporate Communication and Crisis Management at IESE Business School Yago de la Cierva, the president of Multinational by Marca España, Chema Palomares, the president of Red Eléctrica de España, Jordi Sevilla, or the current mayor of Madrid, José Luis Martínez-Almeida, among others.

Workers: Optimists about the Future of Work

The BCG Henderson Institute and Harvard Business School presented Future Positive: How Companies Can Tap Into Employee Optimism to Navigate Tomorrow’s Workplace, a research project detailing a global forecast based on the perceptions of 6,500 business leaders and 11,000 middle-skill workers about the future of work. During times in which public debate about the future of work seems to be dominated by widespread fear of change, the BCG and HBS research has concluded that, in general, workers see opportunities in change and are optimistic about their future job prospects.

Of the 11 countries analyzed in the report, Spanish workers, after the French, give the greatest responsibility to the government in their preparation for the future. Even so, they still consider that they themselves are primarily responsible for their own training.

When facing the issue of transforming their organizations to adapt to the future of work, the findings reveal that business leaders underestimate the optimism of a workforce that claims to be happy in their jobs and eager to do the necessary future adjustments. To successfully face this challenge, business leaders have to put aside their preconceived notions and bridge the gap between their perceptions and the reality of their workers positivity.

“The workers who shape and will shape work environments in the coming years are diverse. What the findings of this report show is that business leaders are overlooking a key partner in their efforts to prepare for the future: their own workforce,” says Joseph Fuller, a professor at Harvard Business School and co-chair of the project Managing the Future of Work. “Rather than fearing the future of work, employees around the world are absolutely willing to accept change and take action. It is the responsibility of business leaders to recognize this opportunity and be proactive in supporting their employees and generating concrete action plans.”

“It might be surprising, but generally across all of the countries studied, employees do not consider technology to be the culprit of an uncertain future, but rather as an opportunity.” The workers who have participated in our research are optimistic and look to the future with confidence. They also believe that technology can be part of the solution,” says Judith Wallenstein, partner at Boston Consulting Group (BCG) and director of the BCG Henderson Institute in Europe. “Business leaders need to take advantage of their employees willingness to help create new organizations based on progress and learning that is fit for the future.

Researchers asked middle-skill workers and business leaders to describe their point of view on the trends and forces that can influence their work in the coming years. These topics included: new technologies, teleworking, government responsibility, and regulatory changes.

The report includes concrete recommendations for companies, highlighting a series of innovative businesses that have already begun the preparation of their workers and the adaptation of their companies for the future. Some examples of initiatives that these companies have undertaken include: the use of artificial intelligence tools to determine if a candidate has the cognitive ability to be a high-performance worker, the commitment to train workers to learn new skills through disruptive standards, and the use of technology to provide a completely service-oriented business model.

Data from the Report

Managers have a misconception about the outlook of their employees on the future of work:

  • 39% of business leaders believe that the lack of employees with new skills is already having an impact on their organizations. In addition, they frequently cite (29%) that their workers fear of change as the reason preventing them from preparing for the future.
  • Almost half of the workers worldwide (46%) consider themselves personally responsible for preparing for changes and 45% believe that changes in the working environment will result in better wages. 75% say that they will probably or definitely need to prepare to adapt to the future trends in work.

Middle-skill workers (without university training) are happy in their current positions:

  • 52% of workers without university training are happy in their current jobs.
  • Swedish workers are the happiest with their current employment situation (66%), ahead of Americans (64%).
  • Additionally, 45% of workers around the world indicate that their employment situation has improved over the last 5 years.

While business leaders try to find out which trends will be key to the future of companies, the most common significant issues have been:

  • Development and training of the workforce (30%)
  • Sudden changes in customer needs (27%)
  • Expectations of employees in relation to labor flexibility (27%)

Business leaders point to several reasons as to why their organizations are not preparing for the future:

  • Half of business leaders (50%) believe that their organizations have other strategic priorities.
  • 39% believe that the impact of change in their organization is still far away.
  • More than a third (34%) of business leaders claim that their organization lacks visibility about future trends and their specific impacts.

Workers believe that changes and technology will have a positive effect:

  • Almost half of the workers (45%) believe that changes in the workplace will result in better wages.
  • In general, 61% of workers are optimistic about the impact that technology will have on their work in the future.

Workers and business leaders agree that they do not perceive the impact of technology as a priority issue.


Future Positive: How Companies Can Tap Into Employee Optimism to Navigate Tomorrow’s Workplace

Full report


In order to understand the readiness of companies and workers to adapt to the broad array of forces affecting the workplace – beyond technology- Harvard Business School’s Project on Managing the Future of Work and Boston Consulting Group’s Henderson Institute conducted two global surveys. The first canvassed 11,000 middle-skills workers from 11 countries to learn how those with education levels less than a four-year bachelor’s degree perceive the effect of 15 forces of change (see Table I) on their future prospects. The second polled 6,500 C-suite and senior leaders in 8 countries to understand how to prepare companies and their workforces were to tackle the 17 tectonic shifts (see Table 2) underway.