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PRovoke Media interviewed Asun Soriano, CEO of Spanish public Relations Agency ATREVIA, which has expanded over the years to include operations throughout Latin America.
PM: Tell us about the state of public relations in Spain and its growth: the range of services and its role in marketing and management.
AS: The complexity of the ecosystem in which communication consultancies operate can only be understood in terms of opportunity. We are dedicated to helping our clients connect with their audiences, who for any organization are multiple. A company wants to reach its customers, and for that, we have all the tools of communication, creativity, marketing, and advertising. That is one dimension, helping our clients to sell and grow. The other is to improve their relationship with the rest of the actors in their environment, whether they are suppliers or institutions.
PM: In recent years, you have expanded operations in Latin America. What motivated this decision and what were the challenges and successes?
AS: Sharing the same language is key. We have established offices and have also opted for inorganic growth. This translates into acquisitions such as Nueva Comunicación Uruguay or the digital division of Apple Tree in Colombia. We do not rule out others.
PM: What should clients who are looking to build their brands and reputations in Latin America understand?
AS: From Europe and the United States, Latin America is often seen as a single country, when there are more than 30 countries (more than 40 if we include Central America and the Caribbean). Often companies want to tell in LATAM what they do in other parts of the world and this turns out to be irrelevant. What matters is what happens and has an impact in the country. It is key to avoid stereotypes, know cultural, socio-political nuances, sensitivities. It is essential to have "fingers" in the reality, talent, and knowledge of each of the countries.
PM: You have been a B Corp since 2023. Why and what has been its impact on the business?
AS: It is a pride to belong to a community of companies that measure their success not only by economic profits but by the well-being of people, communities, and the planet.
PM: What excites you about the future of public relations in the Spanish-speaking world?
AS: South America presents a set of diverse realities, with political complexities, but also with strong companies and spectacular talent. It is a very young continent, and at the same time a huge market, and very attractive for brands. It stands out for its special dynamism: changes occur at a very high speed. There are therefore many challenges and opportunities.
PRovoke Media: Tell us about ATREVIA and how it stands out from other firms in its market.
Asun Soriano: ATREVIA was founded by Núria Vilanova 35 years ago. Today, we are a leading consultancy for communication and corporate affairs in Spanish and Portuguese-speaking countries. We operate in Spain, Portugal, Brussels, Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Mexico, Panama, Paraguay, Peru, the Dominican Republic, and Uruguay. What sets us apart is our way of communicating, accompanying, and advising, which maintains a focus on the most important asset, people, but also understands and adapts to the needs of a transforming market with challenges.
Asun Soriano: ATREVIA was founded by Núria Vilanova 35 years ago. Today, we are a leading consultancy for communication and corporate affairs in Spanish and Portuguese-speaking countries. We operate in Spain, Portugal, Brussels, Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Mexico, Panama, Paraguay, Peru, the Dominican Republic, and Uruguay. What sets us apart is our way of communicating, accompanying, and advising, which maintains a focus on the most important asset, people, but also understands and adapts to the needs of a transforming market with challenges.
PM: Tell us about the state of public relations in Spain and its growth: the range of services and its role in marketing and management.
AS: The complexity of the ecosystem in which communication consultancies operate can only be understood in terms of opportunity. We are dedicated to helping our clients connect with their audiences, who for any organization are multiple. A company wants to reach its customers, and for that, we have all the tools of communication, creativity, marketing, and advertising. That is one dimension, helping our clients to sell and grow. The other is to improve their relationship with the rest of the actors in their environment, whether they are suppliers or institutions.
PM: In recent years, you have expanded operations in Latin America. What motivated this decision and what were the challenges and successes?
AS: Sharing the same language is key. We have established offices and have also opted for inorganic growth. This translates into acquisitions such as Nueva Comunicación Uruguay or the digital division of Apple Tree in Colombia. We do not rule out others.
PM: What should clients who are looking to build their brands and reputations in Latin America understand?
AS: From Europe and the United States, Latin America is often seen as a single country, when there are more than 30 countries (more than 40 if we include Central America and the Caribbean). Often companies want to tell in LATAM what they do in other parts of the world and this turns out to be irrelevant. What matters is what happens and has an impact in the country. It is key to avoid stereotypes, know cultural, socio-political nuances, sensitivities. It is essential to have "fingers" in the reality, talent, and knowledge of each of the countries.
PM: You have been a B Corp since 2023. Why and what has been its impact on the business?
AS: It is a pride to belong to a community of companies that measure their success not only by economic profits but by the well-being of people, communities, and the planet.
PM: What excites you about the future of public relations in the Spanish-speaking world?
AS: South America presents a set of diverse realities, with political complexities, but also with strong companies and spectacular talent. It is a very young continent, and at the same time a huge market, and very attractive for brands. It stands out for its special dynamism: changes occur at a very high speed. There are therefore many challenges and opportunities.
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