BBVA: A Different Communication Strategy

BBVA's communications department, led by Gregorio Panadero, decided to get involved with branded content as a way of spreading the company's image. Initiatives including lending its name to sports competitions (The League), sponsorship of world-class sports competitions (the NBA), and production of a web series and movie serve as examples to date. Gregorio Panadero was pleased with the development of this new way of communicating. However, at the lightning speed at which new technologies and social change was moving, his question was: what will be the next challenge for communication directors in the coming years? How can we make sure that BBVA takes the lead on these new strategies?