HOW DIGITALISATION HELPS THE LEGACY OF TEATRO REAL TO CONTINUE TO GROW

Ramiro Jofre, known to many as the king of exclusive events, is the organiser of the Teatro Real's annual galas. He specialises in organising luxury events, such as the BMW awards ceremony at the Reina Sofía Museum or the Maison Lancôme event, one of the beauty industry's annual highlights. He is currently a partner in the events company SOMOS  Experiences, which brings together several partner companies, for example in the audiovisual and stage design sectors, and is based in Madrid, Barcelona and Bilbao.

Telefónica Empresas has contributed to the digitalisation of this company and, in this respect, Ramiro's message is forceful: "We cannot conceive our work if it is not through digital media, through the ease of transmitting information from client to company and from company to client. It involves an economy of time and means that it is only possible thanks to digitalisation.

His work has changed radically in recent years: "We used to work like architects, freehand, with a sketch. Now we live in a culture of images and it is essential to offer our creative idea as faithfully as possible to what we are dreaming of. The client, obviously, is already demanding to see it. It has given us a completely different dimension.” He pays special attention to the world of cybersecurity: "You have to transmit to your client the total confidence that no one, neither inside the company if it does not correspond to them nor outside, will be able to access their information".