Tourism continues to be one of the main engines of the world economy. According to UNWTO data, it is the third largest international trade sector, accounting for 10.4% of global GDP and generating a total of 313 million jobs. However, the managers of tourist destinations cannot lose sight of a series of challenges that will mark the sector’s future: An increasingly globalized and connected world has led to the emergence of new tourist destinations, increasing the number of competitors that...

The Observatory of Internal Communication has announced the winners of the X Awards for best practices in internal communication. The jury, consisting of members of the Board of Directors and the Advisory Council of the Observatory for internal Communication, has awarded 8 strategic projects aimed at internal communications initiatives and who create tendencies in innovation and excellence. Calidad Pascual has received the award for Best Internal Communications Campaign, thanks to their “Pascual Ambassadors” program. Moreover, the award for best internal...

That we live in change and that it is marked by speed and innovation, is already a truism. This 21st century will bring 1,000 times more changes than the last, so let’s take advantage of everything that these new times will offer us. The way in which we live, relate or buy, is completely different from that of just 20 years ago. The new generation, the Z, marked by dynamism, digitalization and immediacy, encourages us to incorporate new habits, because...

Why is a corporate volunteer strategy needed? How do we involve employees with the project? This and other questions have been the central focus of the meeting The Keys to the Success of Volunteering and Corporate Social Action organized by Ayuda en Acción and communications and strategic position company, ATREVIA. Throughout the morning they shared their experiences Cristina Moral Zarrabeitia, director of corporate social responsibility at Ferrovial, Lola Zamarra Arjonilla, director of the Social and volunteer area of Fundación Repsol...

ATREVIA and Metro de Madrid have been winners at the Smile Festival, held last night at the Ateneo in Madrid, for their campaign The Secret. The audiovisual piece has won the award in the category of Best Efficiency in TV Spot. The Secret is the Christmas campaign of Metro de Madrid and has been made by ATREVIA together with the Antistatic production company. The spot was created to encourage the use of the subway at Christmas, a time of great...

The report Key Data for LATAM is elaborated by ATREVIA’s analysis and research team in order to provide the main information to understand the political and business reality of Latin America. The most outstanding facts this month are: The future of Argentina is to “survive” 2019. First, to ensure that the economy, albeit slightly, comes out of the crisis in the second half of the year. Second, to clarify the political future once elections are held. And third, the country...

Internationalizing successfully requires a global vision and a local approach. And this dogma is also valid for one of the essential keys of the internationalization strategy of companies: communication. Consolidation of an export company’s activity in its target markets involves strengthening its position, notoriety and reputation. To achieve this, it is necessary to implement homogeneous and solid brand communication, modeled by the cultural singularities of each market and the presence of the company’s brand in it. However, in order to...

For a few years now, corporate reviews and reports have gained significant importance within the communication and positioning tools of companies. More and more companies, without being obliged to do so, decide to create a review in which they not only communicate transparently about their annual activity to their stakeholders, but also their philosophy as an organization, their way of doing business. And, above all, their commitment to sustainable development. Thus, if in the past there was greater differentiation between...

The presence of women in listed companies of the Spanish continuous market increased a 3.9% during 2018, adding 268 executives, representing 20.3% of the 1,320 existing members on boards of directors. This increase still leaves women very far from Jobs with executive functions and places the market as a whole far from complying with the recommendation of the CNMV’s code of good governance of 30% by 2020. This how the report, “Women in board of directors of listed companies”, prepared...

“Only if you are aware that something important is happening, it will change. Only if you are aware that either you change or you die, you will feel more or less the urgency to change.” That’s how Enrique Tellado, CEO of EVO Bank, referred to the necessity to tackle disruption in companies and society at the #TopDisruptive conference organized by ATREVIA and Deusto Business School. Iñaki Ortega, director of Deusto Business School, and Asun Soriano, CEO of ATREVIA, were in...

ATREVIA has launched Empatica by ATREVIA, a platform that’s able to make digital communication between companies, clients, employees, shareholders and others, more human. Communications faces an environment that’s very divided, with an audience that’s overly-expose to information on multiple channels, is in this context that Empatica is born. The platform is a tool that allows companies to measure the impact of their communication, collect feedback, personalize their messages and enhance their communication with interest groups, build loyalty and generate community....