the new
COMMUNICATION
FRONTIERS
CONCLUSIONS
At a glance, the key conclusions from the documentary contributors. Discover their vision of what the future will look like in this ever-changing world.
JUAN CARLOS SÁNCHEZ
Professor of the History of Journalism at Carlos III University of Madrid
In a globalised world, borders are defined, for the most part, by which languages are spoken where.
Juanjo Satacana
Deputy Director at El Economista
The new frontiers are infinite.
Carlos Córdoba
Editor-in-Chief of El País Multimedia
Geographical frontiers have faded away thanks to the sharing of information through social media and shared language.
María Victoria de Rojas
Editor of Ejecutivos Magazine
The online world has broken down so many barriers, not only in communication.
Jota Linares
Film Director and Producer
For me, emotion and truth must always be the priority. Without emotion there is nothing.
Karen Davies
Communications Manager at Friends of Glass
Storytelling allows us to connect with the real lives of consumers, with their reality.
Inés Fonseca
Marketing Manager at J&B Southern Europe
Excitement about something in the restaurant industry won’t happen without good reason. If a product isn’t good, it won’t grab your attention.
Didier Lagae
CEO and Founder at MARCO
70% of consumers are prepared to pay more, as long as the company behind the brand is responsible.
Miguel López - Quesada
President at DIRCOM
Companies should serve a purpose beyond their own business interests. They should have a wider impact on society.
Xabier Olazabal
CEO of Publicis Communications Spain
It seems that PR agencies and PR strategies are the tools of communications directors.
Carmen Bejerano
Editor-in-Chief of ELLE.es
The relationship between the media and the agency should be a little like the relationship between a couple.
Jordi Monroig
Leading Brands Marketing Director (Louis Roederer y Domaines Ott)
I believe that there is a definitive before and after when it comes to both online commerce and remote working.
Lara Vadillo
Director of Communications and Public Relations at Grupo DIA
The brand has never been at the forefront. It is people who are the most important. Our people.
Lourdes Ripoll
Vice President CSR at Meliá Hotels International
The ‘new normal’ and the COVID-19 pandemic mean that we must rethink some of the ways we do business.
David Campano
Country Manager at Visit Finland
We must guarantee to all future travellers and visitors that Finland is a safe destination.
Elisenda Picola
Marketing Director at Kraft-Heinz
We have to work on communications plans that are relevant to the consumer.
Silvia Durán
Foodservice Manager at Danone
What people ultimately want is information based on the organisation’s authentic identity.
Gabriela Ermini
Head of Marketing at Udemy Brasil
We understand that people feel insecure, they are afraid of losing their jobs, that they lack control over their professional life.
Álvaro Rodríguez
Head of Public Affairs and Brand at Ferrovial / Spanish General Coordinator at The Climate Reality Project Europe
We are simultaneously experiencing three crises: health, economic and environmental.
Valentín Alfaya
Sustainability Director at Ferrovial
There is a risk that those who can will choose private transport for fear of being infected using public transport.
Cristina Moreno
Head of Public Affairs and Corporate Communication at APROCTA
We really need a social consciousness and in Spain, (...) this is part of the work of institutions.
Nieves Cifuentes
Environment and Sustainability Corporate Director at Naturgy
The way out of COVID crisis is going to be green.
Rodrigo Villamizar
Ambassador and Former Minister of Energy and Mining of Colombia Head of Strategy at Kaiserwetter
The greatest problem we face is climate change and the only way to solve it is through technology and clean energy.
Fernando García
Marketing Director at Julián Martín
In the end what has worked, I think, is the brand. Through being a recognized brand in the sector, people have looked to us.
