Efecto de la pioglitazona y rosiglitazona sobre las formas moleculares de adiponectina y sus receptores

Tesis doctoral inédita leída en la Universidad Autónoma de Madrid, Facultad de Medicina. Fecha de lectura: 12 de Marzo de 201

Estrategia para BanBif: Lanzamiento de “Hola Bank”

El presente trabajo se realizó con el fin de presentar una campaña de lanzamiento para el nuevo producto digital de BanBif, Hola Bank. El objetivo principal de esta campaña fue posicionar a Hola Bank como el primer banco 100% digital del Perú con una personalidad moderna, tecnológica y humana, y llegar a 50 mil usuarios activos en el primer mes de lanzamiento. A partir del brief recibido se realizó una investigación a profundidad abarcando la coyuntura y competencia nacional e internacional para obtener referencias. En este proceso se usó las herramientas Social Listening, Coolhunting y encuestas. En los resultados se ve que, debido a la cuarentena, se han masificado propuestas tecnológicas digitales en los bancos tradicionales y nuevas plataformas fintech; lo que podría generar que la aparición de un banco “100% digital” pase desapercibido. Sin embargo, se identificó un insight principal, el cual consiste en que los clientes sienten que la relación con su banco es unidireccional y vertical, a partir de cual se decidió trabajar con un apalancamiento de atributos, donde el atributo paraguas o central es la atención 24 horas. Se propuso el recurso creativo, prosopopeya, para presentar el rol de Hola Bank con sus consumidores de una manera más cercana, entendible y humana.This investigation is carried out in order to present a launch campaign for BanBif's new digital product, Hola Bank. The main aim of this campaign was to position Hola Bank as the first 100% digital bank in Peru with a modern, technological and human personality, and to reach 50 thousand active users in the first month of launch. From the received brief, the indepth investigation began, covering the conjuncture and national and international competence to obtain references. Social Listening, Coolhunting and surveys tools were used in this process. The results shows that due to quarantine, digital technological proposals have been massified in traditional banks and new fintech platforms; what could generate the appearance of a "100% digital" bank go unnoticed. However, was identified a main insight, which is that the clients feel that the relationship with their bank is one-way and vertical. From which it was decided to work with a leverage of attributes, where the central attribute is 24-hour attention and the creative resource, prosopopeia, was proposed to present the role of Hola Bank with its users in a closer, understandable and human way

Pleiotrophin deletion alters glucose homeostasis, energy metabolism and brown fat thermogenic function in mice

This work was supported by the Spanish Ministry of Economy and Competitiveness (SAF2014-56671-R, SAF2012-32491, SAF2010-19603, BFU2013-47384-R and BFU2016-78951-R) and Community of Madrid (S2010/BMD-2423; S2017/BMD-3864).[Aims/hypothesis]: Pleiotrophin, a developmentally regulated and highly conserved cytokine, exerts different functions including regulation of cell growth and survival. Here, we hypothesise that this cytokine can play a regulatory role in glucose and lipid homeostasis.[Methods]: To test this hypothesis, we performed a longitudinal study characterising the metabolic profile (circulating variables and tissue mRNA expression) of gene-targeted Ptn-deficient female mice and their corresponding wild-type counterparts at different ages from young adulthood (3 months) to older age (15 months). Metabolic cages were used to investigate the respiratory exchange ratio and energy expenditure, at both 24°C and 30°C. Undifferentiated immortalised mouse brown adipocytes (mBAs) were treated with 0.1 μg/ml pleiotrophin until day 6 of differentiation, and markers of mBA differentiation were analysed by quantitative real-time PCR (qPCR).[Results]: Ptn deletion was associated with a reduction in total body fat (20.2% in Ptn+/+ vs 13.9% in Ptn−/− mice) and an enhanced lipolytic response to isoprenaline in isolated adipocytes from 15-month-old mice (189% in Ptn+/+ vs 273% in Ptn−/− mice). We found that Ptn−/− mice exhibited a significantly lower QUICKI value and an altered lipid profile; plasma triacylglycerols and NEFA did not increase with age, as happens in Ptn+/+ mice. Furthermore, the contribution of cold-induced thermogenesis to energy expenditure was greater in Ptn−/− than Ptn+/+ mice (42.6% and 33.6%, respectively). Body temperature and the activity and expression of deiodinase, T3 and mitochondrial uncoupling protein-1 in the brown adipose tissue of Ptn−/− mice were higher than in wild-type controls. Finally, supplementing brown pre-adipocytes with pleiotrophin decreased the expression of the brown adipocyte markers Cidea (20% reduction), Prdm16 (21% reduction), and Pgc1-α (also known as Ppargc1a, 11% reduction).[Conclusions/interpretation]: Our results reveal for the first time that pleiotrophin is a key player in preserving insulin sensitivity, driving the dynamics of adipose tissue lipid turnover and plasticity, and regulating energy metabolism and thermogenesis. These findings open therapeutic avenues for the treatment of metabolic disorders by targeting pleiotrophin in the crosstalk between white and brown adipose tissue.Peer reviewe