According to ControlPublicidad magazine, a study carried out among more than 300 corporate professionals, managers and cultural agents, with the purpose of better understanding their perception of business-culture collaboration, 78.5% of those surveyed affirm that the business-culture relationship is key to improving corporate reputation. This has an essential impact for corporations. And culture allows us to expand and strengthen the relationship with the companies’ audiences, as well as motivate and continuously train employees.