MARCO has just unveiled the third series of its docuseries “The New Frontiers of Communication”, entitled “Brands in Search of Purpose”, following a well-attended premiere that brought together more than 200 professionals from the worlds of communication and marketing. The event, held at Kinépolis Diversia, also served as the setting for the consultancy’s 24th anniversary celebrations.
The launch served as a key forum for debate on the major challenges that are redefining the relationship between brands and society, against a backdrop marked by demands for greater transparency, the impact of artificial intelligence and the need to build purpose-driven brands.
The event was opened by Noelia Cruzado, Co-CEO and Partner at MARCO, alongside Didier Lagae, Executive Chairman and Founder of MARCO, and featured Ángel Alloza, CEO of Corporate Excellence, and Nieves Rey, Managing Director of Dircom.
During his remarks, Didier Lagae highlighted the strategic role of the docuseries in addressing one of the industry’s most significant realities: “Brands no longer compete solely for attention; they compete for credibility. This third season reflects an undeniable reality: purpose, transparency, and consistency are no longer optional, they are the foundation upon which trust is built.” He added: “With The New Frontiers of Communication, we aim to go beyond theory. We want to spark conversation, challenge established models, and provide a clear perspective on how brands must evolve in an increasingly demanding environment.”
Bringing Together the Business Community
The premiere gathered leaders from companies, institutions, and academia, all of whom participated in the docuseries’ exclusive “Episode Zero,” screened during the event. The special preview provided an overview of the key themes explored across the season’s four episodes.
Among the attendees were representatives from organizations including Greenpeace, Corporate Excellence, Packlink, Panattoni, and the Port Authority of the Bay of Algeciras. The event also welcomed academic experts from CEU San Pablo University, Complutense University of Madrid, and Luca de Tena Foundation.
Key figures from the professional communications ecosystem were also present, including Ludi García and representatives from Dircom, reinforcing the event’s role as a bridge between business, institutions, and communications professionals.
A Season Focused on the Major Challenges Facing Brands
Across four episodes, the new season explores the key issues shaping today’s communications landscape: the rise of purpose-driven brands, the risks of greenwashing, the evolution of diversity marketing, and the impact of artificial intelligence on communications.
Through insights from international companies and organizations, Brands in Search of Purpose delivers a strategic and practical perspective on how brands are adapting their models to meet the expectations of a more informed, critical, and diverse society.
The launch of this third season further strengthens MARCO’s position as a driving force for knowledge-sharing and industry analysis, while consolidating the docuseries as a leading global platform that has already surpassed one million cumulative views across its previous seasons.
Through this initiative, MARCO continues to invest in innovative formats that combine content, research, and experience to generate meaningful industry impact and contribute to the evolution of communications on a global scale.
Brands in Search of Purpose is now available on MARCO’s microsite and YouTube channel, and will soon also be available on Atresplayer.