I have never seen so much focus on communication. Companies are aware that it is more important than ever and understand that there are no simple solutions to complex problems. Communication is becoming a tool for transformation and management.
I want to share some of the milestones we have experienced:
1-The company is one of those milestones, as is communication. When we confuse informing with communicating, we seek to “serve the different areas of a company’s communication needs.” We need to understand that communication must be understood in a more transversal way. We cannot have a purpose in sustainability, a strategic plan slogan, a product positioning, a dialogue in social networks all interconnected. Today, it is essential to have multiple specialists working towards a common goal to listen to society, understand companies, create narratives, and make them come alive. This is why ATREVIA has evolved and has the best specialists in data analytics, sustainability, creativity, digital marketing, culture, advertising, etc…
2-The world has become small. Having the capacity to develop a multi-country strategy is proof that it is not merely an action plan but rather a strategy. Being in 15 countries allows you to grow with a vision of a rapidly changing world. We know what we want. We are working with the best partners, and our projects are global. However, as a company, our teams are in Latin America. We want to be the communication specialists in the Spanish and Portuguese-speaking world. We have an office in Brussels because that’s where our clients’ interests are being addressed.
3-You are worth as much (in values) as you have. Our economists measure how much brands and corporations’ commitment to sustainability (ESG, not just environmental) affects value creation. Commitment can no longer be postponed, not only because of our obligation to employees, customers, or governmental advocacy. Companies become a burden for their shareholders when they fail to work for the common good. Our sustainability, reputation, storytelling, social listening, equity story, and creativity teams address this opportunity in a multidisciplinary way. And we know that the more we grow, the more we help change the world.
4-There are no companies without teams. Regarding internal communication, the main challenge is maintaining internal cohesion while managing events and adapting to new and more complex work models (teleworking). The company’s culture is its best resource for management and transformation.
5- What if it turned out to be fake news? In external communication, the focus should be on supporting clients, boosting their brand image, and defending against attacks (fake news). We must also support them in their ongoing conversation with their consumers and stakeholders so as not to overlook their concerns and to be aware of their expectations. Fake news exists; some of it is unintentional, some of it is quite deliberate. Without technology and analysts, we would not understand the origin of the attacks and their traceability. It is impossible to understand a communication strategy without data analytics.
6-Technology. Technology is undoubtedly linked to creativity. Digital content strategies and social media creatives allow emotions and empathy to place us at the heart of conversations. Our digital teams are growing thanks to our specialists in marketing automation, performance, etc.
7- If the world itself has changed, our teams must also evolve differently. That is why we believe that the key is to form teams of professionals with multidisciplinary talent profiles. This strategy implies a company that is increasingly varied and more diverse. The company is also more flexible and responsive to today’s volatile, unpredictable, and rapidly changing world. We have attracted excellent talent this year… and we have more surprises in store for 2022.
8- Television as well? Yes, as of now. We are already launching different creative campaigns on television. When we have a good idea, we aim to use the best mix of television, social media, media, events, influencers, and people to make a positive impact. We are historically one of the pioneer agencies in the creative advertising sector. Many years ago, we hired Stanley Bendelac, who has since passed away, to help us create this area from scratch.
9- A renewed social commitment. All the initiatives that we promote in ATREVIA are covered and wrapped within an unwavering and constant social commitment embedded in our company’s identity. We do not believe that we stand alone, but rather that we are influenced by the world in which we operate and the societies in which we carry out our activities. Therefore, we are actively engaged in addressing these challenges. We believe that it is essential to contribute value to society. At a time of historical change such as the present, it is an obligation to deepen our social role.
Above all, in two areas. Firstly, with regard to environmental sustainability. We are committed to being activists for change to design and construct a sustainable future in multiple areas. We accomplish this by promoting a positive impact from our services: our advisory services to large Ibero-American companies in sustainability strategies; with our people and culture consulting projects aimed at nurturing talent; in social research and data analytics studies such as the Disinformation Barometer with Intermon and Maldita. Or in campaigns such as “#Tenemos un pacto” (#We have a pact) with the United Nations Spanish Global Compact Network.
Secondly, since the company was founded, we have been committed to promoting equal opportunities and, in particular, gender equality. In an effort to encourage female leadership, study it, and reflect on it, in 2021, we promoted the report on “Mujeres en los Consejos de las empresas cotizadas” (Women on the Boards of Listed Companies), carried out together with IESE Business School. We are also committed to supporting new generations so that they can integrate and contribute their innovative capacity to society. We are devoted to defending intergenerational collaboration as one of the pillars of society’s future. Since only diversity and collaboration will allow us to grow.
Our most innovative social commitment is aimed precisely at the future to help build a more humanistic digitalization. To do so, we launched the 2030 Digital Alliance Foundation this year, directed by David Cierco. This is a social responsibility initiative to ensure that the digital revolution is based on ethical principles: made by and for human beings – not to take advantage of them. So that it is, in short, a humanistic digitalization with values. Today, companies cannot look to the future without believing in and embracing ESG as their own.
And 10- It is never enough- In ATREVIA we have the best team to serve the world. I am in awe of the diverse, value-driven, and talented team that makes up our company profiles. That’s why I don’t want 2021 to end without thanking them.
What about 11? -For 2022, we will continue to innovate, we will continue to focus on talent, we will not expand into new countries, but we will try to continue to grow in them. Therefore, we are launching a new talent pipeline through company acquisitions FOR THE FIRST TIME. The adventure continues.
Click here to read the full article originally published in La República.
