Nuria Vilanova

The Innovator 25:

Nuria Vilanova

Founder

Atrevia

Madrid

Vilanova's drive has helped turn the Spanish PR firm she founded, Atrevia, into a growing force across Latin America tpp. Typically, that has meant asking 'why not', rather than 'why', illustrated by her decision to jettison a 25-year-old name and adopt the new Atrevia brand last year, communicting the change throughout the Spanish-speaking business world via traditional and social media in a way that made the transition almost seamless. Vilanova's passion for innovation does not stop at her agency either. She is a member of many associations and is the founder and co -chairman of the Good Government Forum, created in collaboration with IESE Business School-IRCO, and also founder and co-chairman of the Observatory of Internal Communication and Corporate Identity, in collaboration with the IE Business School.

How do you define innovation?

Different approaches to solve problems and open new blue oceans for the brands and companies.

What brands and/or agencies are most innovative when it comes to marketing/PR?

Starbucks, Renova, Twitter.

Describe a moment in your career that you would consider ‘innovative.’

The creation of our Latin American network of our offices.

In what area of marketing/PR do you see the most innovation?

Influencer relations.

How would you describe the communications/PR industry’s level of innovation?

More innovative than other marketing disciplines.

Where do you see the greatest opportunity for marketing & PR to become more innovative?

Influencer relations.