Madrid, June 6, 2024 – Bárbara Yuste, formerly the Director of Communication and Stakeholder Relations at GroupM, has joined Influenzze Institute as Director. Influenzze Institute is the first institute in Spain dedicated to the teaching, study, and dissemination of influence.
Bárbara joins Influenzze to lead this pioneering project in Spain, which aims to contribute to a better world by developing and educating positive influence across various fields.
A specialist in digital strategy and corporate communication, Bárbara Yuste brings over 20 years of experience in various communication fields, enhancing the public visibility and reputation of the companies and organizations she has worked with.
In the field of communication and institutional relations, besides GroupM, Bárbara Yuste has worked as Director of Communication and Institutional Relations at the Spanish Association of Digital Economy (Adigital), one of the leading e-commerce associations. She has also been the Director of Communication at the consultancy ATREVIA and previously Head of Press at the Universidad Camilo José Cela and responsible for digital content at the SEK Group, among other organizations.
As a pioneer in digital journalism, Bárbara Yuste was involved in the digital transformation of the ABC newsroom, where she trained editors and section heads in new digital skills and the use of social networks. During her time at this newspaper, she promoted and led the creation of a pioneering section called Medios y Redes.
Throughout her career, she has balanced her professional responsibilities with teaching roles at universities and business schools, offering courses in communication and digital marketing, corporate reputation, and institutional relations.
Bárbara Yuste stated, “Joining Influenzze is a challenge that excites me greatly, not only because I am convinced of the importance of promoting responsible and ethical influence that impacts our society, but also because I am joining an excellent team from whom I will learn a lot.”
Arantxa Sasiambarrena, a partner at Influenzze, noted, “I am very pleased with Bárbara’s arrival to our team because she will help position the project in the market and grow it through strategic alliances, especially in the B2B environment. Her experience in communication, institutional relations, and education is crucial.”
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Enrique Infante, Academic Director, commented, “Bárbara’s experience in communication and as a teacher is a guarantee for leading a project like Influenzze, which aims to be the reference in Spain in the field of influence, and which boasts the best specialists and professionals among its faculty.”
About INFLUENZZE INSTITUTE
INFLUENZZE, the first institute in Spain dedicated to the teaching, study, and dissemination of influence, was established to enhance the strategic influence capabilities of individuals by providing necessary tools, from psychological and social roots to digital tactics.
Its mission is to contribute to creating a better world through the development and education of positive influence, understood as the activity of sharing content with humanistic criteria.
INFLUENZZE focuses on educating influence across multiple dimensions: social influence, marketing influence, political influence, and personal influence. It offers programs that enable individuals and organizations to understand and master the various dimensions and necessary tools in the realm of influence. Collaborating with experts in fields such as psychology, sociology, trends, storytelling, politics, content creation, strategic planning, and ethics, among others.
Beyond education, INFLUENZZE also serves as an observatory for global and sector trends in the world of influence, aiming to anticipate and build a better future. Furthermore, INFLUENZZE aims to create a community, the Influenzze community, composed of all school members (students, teachers, experts, brands, and institutions) to share experiences and best practices, fostering continuous learning and mutual enrichment.
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