MARCO, the agency specialised in brand building and reputation management, has been named ‘Continental Europe Agency of the Year’ at the SABRE EMEA Awards organised by PRovoke Media. During this year’s edition, held on 2 April in London, England, the consultancy was the only Spanish agency to win in this category. MARCO also took the stage two more times to collect awards in the ‘Innovator of the Year’ and ‘Trade Show’ categories, the latter recognising the campaign carried out for the World Avocado Organisation (WAO).
After being named Best Iberian Agency in 2023, MARCO strengthened its position on the European stage this year, standing out as the most represented Spanish agency and a finalist in eight categories. This success confirms the agency’s strong focus on creativity and strategy in both consumer and corporate campaigns, as well as its ability to implement projects across multiple markets and services.
The successful communications campaign developed with WAO for its participation in the international trade fair ‘Fruit Attraction 2024’ received further recognition, this time winning in the ‘Trade Show’ category after already earning a Mercury Excellence Award earlier this year. For this initiative, MARCO developed and implemented an international PR plan to highlight the avocado’s role in promoting a healthier, more sustainable diet. In collaboration with Dr Julio Berbel, an expert in agriculture and water, WAO’s CEO Xavier Equihua led the conversation through numerous interviews and interactions with international media, securing coverage across Spain, France, Italy, Germany and the UK.
In the ‘Innovator of the Year’ category, the award went to MARCO’s Founder and Chairman, Didier Lagae, coinciding with the agency’s 23rd anniversary. Over the past two decades, under his leadership, MARCO has become one of the most awarded independent communication consultancies in Europe and one of the best valued in Spain. Didier’s and MARCO’s success lies not only in their ability to adapt but also to anticipate industry trends. Its trademarked Transcending Communication Frontiers™ concept has redefined how brands engage with consumers, supported by behavioural research in more than 18 markets. This insight led to the creation of the New Communication Frontiers™ documentary series, making MARCO the first communication consultancy to produce a series of its kind.
Didier Lagae, Founder and Executive Chairman of MARCO, expressed his appreciation for the recognition, stating: «It’s an honour to be named ‘Innovator of the Year’. I’m also deeply grateful to our clients for the trust they place in us to deliver campaigns that not only achieve results but are recognised for their strategy, creativity and execution. Being the Spanish agency with the strongest presence at this year’s awards highlights our commitment to excellence and creativity across all categories, teams and services. Thank you to PRovoke Media for once again hosting an exceptional edition.»
Alongside these winning categories, the consultancy also stood out internationally at this year’s SABRE EMEA Awards with campaigns carried out for clients including Friends of Glass and ANFEVI (Spanish Association of Glass Container Manufacturers), Barbie (Mattel), OREO (Mondelēz International), Peugeot (Stellantis), Marrakech Air Show (Moroccan Ministry of Defence), Subway, and the Representation of the European Commission in Spain. MARCO’s nomination as a finalist in various categories is a reflection of the excellent work of its specialised departments and the trust placed in them by clients across different areas and services.
About MARCO
MARCO is the most awarded independent global agency based in Madrid, specialising in brand building and reputation management. Led by Noelia Cruzado and Diana Vall as co-CEOs of MARCO, the agency is made up of a team of nearly 200 consultants and has its own offices in Madrid, Barcelona, Lisbon, Paris, Brussels, Milan, Berlin, Munich, London, Miami, Mexico City, Bogota, Lima, São Paulo, Casablanca, as well as affiliated MSL offices in more than 100 markets.
MARCO is a pioneer in presenting the new paradigms of communication, which consist of transcending obsolete frontiers. For this reason, it is the first communication agency to produce a docuseries, The “New Frontiers of Communication”, available on Amazon Prime Video and its own website. The docuseries is based on MARCO’s patented methodology, known as TFCOM® (Transcending Communication Frontiers).
MARCO has acquired the magazine Ejecutivos and has relaunched Ejecutivos.es with the aim of positioning it as the Spanish-speaking online media of reference in the economic and business sector in Spain and Latin America. MARCO also acquired the production company Carmela to strengthen its capacity to produce first-class national and international advertising spots, as well as videos for branded content.
Founder and Executive Chairman of MARCO, Didier Lagae, was Deputy General Manager at Edelman, Head of Reputation Management EMEA at Weber Shandwick, External Communications Manager EMEA at Levi’s and Global Head of Communications at The Body Shop. Didier Lagae was named 2019 European and Global PR Professional of the Year by PRWeek and the Stevie Awards, respectively, coinciding with the publication of his book, ‘A Country Brand, a Branded Country’. Didier is also a Climate Leader for Al Gore’s The Climate Reality Project.