Press Highlights
MARCO, the agency specializing in brand building and reputation management, once again held its annual offsite, bringing together more than 180 consultants from its 18 international offices in Madrid. Under the theme “Enjoy the Ride,” the event took place at Teatros Luchana over two days dedicated to reviewing the achievements of 2024, sharing insights, engaging in discussions with industry experts, and setting goals and milestones for the new year.
Beyond MARCO, a day focused on talent
As a prelude to MARCO’s offsite, the consultancy held the first edition of “Beyond MARCO,” a day dedicated to exchanging experiences among communication professionals who have trained or developed a significant part of their careers and industry knowledge at MARCO.
Through various panel discussions, experts in communication debated topics such as brand building versus reputation management, the future of communication, and the central role of creativity and new tools in generating engagement. Additionally, there were talks on the role of communication as a bridge between cultures, audiences, and industries, the prominence of women in STEAM careers, and the future of the PR sector and its relationship with AI.
The event highlighted talent management as an inseparable commitment to MARCO’s business strategy. Over the past year, the consultancy has continued to integrate junior profiles while strengthening senior roles in key positions and promoting internal talent across its different areas and departments.
The event featured the participation of Aída Hernández, Professor at Instituto de Empresa; Ruth Alonso, Public Relations Manager Consumer Products Iberia + EMEA at The Walt Disney Company Iberia; Laura Cabarcos, EMEA Corporate Communications Manager at Activision; Adriana Navarro, Regional Marketing & Communications Lead at FreeNow; Patricia Montero, actress and producer; Oliver Cooper, Consultant at Kekst CNC; Marta Díaz, Audiovisual Business Intelligence Manager at LaLiga; Hamza Jabrane, Business Development Representative at Amazon; Paloma Casillas, Head of Communications for Southern Europe at Revolut; Leticia de Zuloaga, CCO at LaLiga; Lukas Kollenz, Senior Project Coordinator at IOM – UN Migration; Salome Roussy, Communication Officer at BW Ideol; Gabriel St Maurice, Account Director at Salesfloor; Marwa Tellal, Director of Communication at the General Confederation of Moroccan Enterprises; Almudena Bonet, AI of Things Project Manager at Telefónica Tech; Niko Verona, CEO of Varsovia Producciones; Celia Díaz, Communications Manager at VisitBritain; Tomás Gonzalez, CEO of Influgamers; Andrea Santamaria, Influencer Marketing Head EMEA Hub at Monks; Teresa Santos, Professor at CEU San Pablo, among others.
Organic growth strategy
The official two-day MARCO offsite began with an address by Didier Lagae, Executive Chairman and Founder of the MARCO Group, who reflected on the past year and presented the business strategy for 2025.
After achieving the best revenue and profit results since its founding in 2005, MARCO’s business plan for 2025 will focus on the consultancy’s organic growth through its current multi-market and multi-service strategy, with a particular emphasis on key markets in Europe and LATAM. Other strategic pillars include its ESG and EU Affairs offerings, providing services to European agencies and institutions such as the European Commission, the European Investment Bank (EIB), the European Patent Office (EPO), the European Intellectual Property Office (EUIPO), the European Environment Agency (EEA), and the European Banking Authority (EBA), among others. Additionally, documentary production through its production company Carmela, the series El Boom produced by its economic media outlet Ejecutivos, and its docuseries New Frontiers of Communication remain unique assets in the market.
The consultancy’s trajectory over nearly 23 years supports this growth projection, given the continuous expansion of its specialized divisions in Brand Building, Reputation Management, Design, Video, Creativity, Event Production, Influencer Marketing, Social Media Management, Media Relations, Public Affairs, Crisis Communication, Internal Communication, and Consulting.
Reputation management and intangible assets
One of the main talks during the two-day offsite was led by Ángel Alloza, CEO of Corporate Excellence. In his presentation, Alloza shared key insights on trends in reputation and intangible asset management based on the findings of the global study Approaching the Future, conducted among more than 2,000 communication professionals.
ESG Commitment
The agency reaffirmed its strong leadership in sustainability communication and the fight against climate change. Alongside this, its commitment to CSR and good governance is supported by tangible actions and data through groundbreaking initiatives such as its own foundation, Kenz Foundation, which presented its initiatives and projects from 2024. It also reinforced thought leadership through 360º initiatives, including the latest edition of its docuseries New Frontiers of Communication and MARCO’s global study, both focused on The New Consumer, as well as the fourth edition of the documentary El Boom: Leadership and Talent, Hand in Hand, produced by Ejecutivos magazine.
In the past year, MARCO has taken its commitment further by integrating the DoGood platform into both its client services and internal agency operations. DoGood is the market-leading solution for companies to engage their employees in sustainability and contribute to ESG objectives. Additionally, MARCO continues its collaboration with The Climate Reality Project, the global initiative founded by Al Gore, former Vice President of the United States and Nobel Peace Prize laureate. Didier Lagae, along with Emmanuelle Jaquetty, Head of France at MARCO, has also earned Climate Leader status.
Didier Lagae, Executive Chairman of MARCO, reflected on the past year, stating, “2024 has been our most successful year yet at MARCO. I can only extend my congratulations and gratitude to the entire team and our clients who made it possible. 2025 will be a year full of challenges for MARCO. Our goal is to consolidate our growth plan, strengthening our value proposition through our multi-market and multi-service strategy.”