Núria Vilanova, founder and president of ATREVIA, was personally invited to the 9th IESE Alumni Meeting in A Coruña. The conference was named “Internal and external communication in the company, main source of success”, in which Núria Vilanova centered her debate on “Communication and the capacity to influence towards success”.
The president of ATREVIA wanted to highlight how having studied in the IESE almost 18 years ago transformed her and has directly influenced all of the changes that her company has gone through. Núria Vilanova talked about the new trends in communication that indicate the relationship of the company with external agents and with their employees, highlighting that “listening” is the key for everything.
In this sense, Núria Vilanova declared that what indicates the difference between some companies and others is the capacity of listening in order to adapt to new times. Therefore, she made a special emphasis that today “this capacity must be faster so that Marketing and Communication should be done in real time and companies must have the ability to listen at the same time”.
In her conference, she also expressed how “we must have the capacity to know what the message is and what it is not” and she expressed that this is necessary to change the culture of the company: “What we share, our DNA, must be within all of us and all the employees must know how to communicate quickly”. In addition, she stressed that “a crisis should be converted into an opportunity” and “everything that happens gives us the possibility of a quick answer which is an opportunity for companies”. For this, she repeated that “it is necessary to listen, listen, listen so therefore, real time opportunities can be taken advantage of and offer a faster response”.
Núria Vilanova also made an emphasis that in reality, the audience is not measured through people meters but it makes a special attention in the interaction of viewers on social media. In this sense, the president of ATREVIA highlighted that “communication must be one to one and at the level of people” and in addition “adapting yourself to the style and way of communicating if we want to be closer to the people”. The president of ATREVIA stated that “a new way of communicating is emerging that increasingly allows us to feel more emotions”.
At the end of her conference, Núria Vilanova emphasized that “we should go towards an empirical action model; people put a face to brands and are socially accessible. This is what will help us to protect our brand”.
The following people participated in the opening speech of the conference; the president of the Territorial Alumni Group in Galicia, Luis Fernando Quiroga, and the director of the IESE Alumni Association and Institutional Development, Javier Muñoz. The president thanked Núria Vilanova for her presence in this “very important meeting” highlighting how Núria Vilanova always intends to “transform challenges into possibilities”. In addition, Luis Fernando Quiroga made his admiration towards Núria Vilanova public for “asking her mother 20 years ago to create a communications company, which at the time she thought she was talking nonsense”.
In this meeting, the director at the ATREVIA office in Galicia also participated, Luisa Rodríguez, as well as the president of Euskaltel, Alberto García Erauzkin, and the president of Navarro S.A., Juan Quiroga Fernández-Ladreda.
