GRECPRP: Strategy and creativity in Advertising and Public Relations
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The media coverage of society forces companies and institutions to carefully study the way in which they communicate with their audiences. Economic uncertainty and the multiplicity of cultural changes we are experiencing place us before great challenges in managing communication and channeling creativity, talent and innovation.
The group delves into creativity, audience behavior analysis and the study of branding processes from a sustainable perspective. The aim is to help answer questions such as:
- Can creativity and originality be geared towards utility and actionability within companies and organizations?
- What parameters can help measure and manage its effectiveness?
- How can tacit knowledge be described and transmitted to connect organizations with audiences?
Josep A. Rom Rodríguez
Director d'Art. Doctor en Comunicació i Rector de la Universitat Ramon Llull.
Joan Francesc Fondevila Gascón
Doctor en Comunicació. Professor de la Facultat de Comunicació i Relacions internacionals Blanquerna (URL).
Carolina Serra Folch
Núria Pujol Gamiz
Group work areas
The theoretical and empirical work of the group is organized in the following lines:
Strategy and creativity: in the different languages (visual, textual, sound and conceptual) and their application. It analyzes the strategic and creative methods developed by the advertising and public relations industry today.
Audience analysis: the effects of commercial communications on stakeholders by sector through the processes of establishing opinion leaders, creating agendas and the impact of messages, and the interaction dynamics of brand communities.
History of advertising: analyzes how the communication actions of companies and institutions have evolved in relation to social concerns, with a special interest in advertising history in Barcelona, Catalonia and Spain.
Agenda of topics of specific interest
Promotion of the electric vehicle. We investigate whether the communication strategies of the automotive sector linked to the concept of sustainability are consistent with the approaches they formulate.
City branding. We investigate the processes of creating brand identities for cities and their promotion in a globalized context with an approach inspired by the premises of social marketing.
Restoring confidence in the financial sector. The Great Recession of 2008 has severely eroded public confidence in the financial sector. In this area, we focus on analyzing which communication actions favor the rebuilding of trust.
Researching the city: imaginary mapping.
Principal investigator: Josep Rom.
Funding entity: Erasmus+.
2020-2023.
INTADTV: Nuevas forms of interactive advertising in television, Internet and digital media. Real applications in HbbTV.
Principal investigator: Josep Rom.
Funder: Ministerio de Asuntos Económicos y Transformación Digital.
2018-2021
Services offered by the group
The research group on Strategy and Creativity in Advertising and Public Relations offers study, consulting and training services in the field of communication, advertising and public relations. We regularly collaborate with public companies and private institutions on the implementation of applied research projects and consulting in areas related to the media and the cultural industries.
Design and execution of studies
Market studies and sector analysis
Consultancy and advisory services
Bespoke training
Dissemination and outreach workshops
Content creation
