The premiere at Kinépolis brought together nearly 200 guests from the business, institutional, and communication sectors.
The communications consultancy MARCO has just launched the second season of its docuseries, The New Frontiers of Communication. To mark the occasion, it hosted an event yesterday, gathering around 200 representatives from the business, political, institutional, and communications sectors at the premiere held at Kinépolis Madrid Diversia. Created by MARCO’s audiovisual department, the first season has already amassed over 240,000 views. This launch marks another milestone, positioning it as the first production of its kind undertaken by a communications consultancy.
The second season of The New Frontiers of Communication explores The New Consumer and the shifts in consumer habits that emerged following the pandemic. It also highlights the ongoing post-pandemic evolution across multiple sectors. New challenges such as sustainability, climate change, artificial intelligence, health, and hyperconnectivity are shaping the future of communication and marketing, compelling businesses to adapt in response to new societal demands and needs.
Among the guests were several of the 28 participants featured in the docuseries, who shared their perspectives on the concept of The New Consumer. Jorge Alonso, Marketing Director for the European Division at Grupo Calvo, described them as «more informed and connected, with much faster access to information, where transparency and sustainability are integral to their experience and customer journey.» Joao Teixeira, Country Manager Iberia for Bonduelle, characterised them as «more concerned with their consumption habits, sustainability, and environmental impact, as well as future implications for coming generations.» Meanwhile, David Campano, Country Manager Spain & Italy for Visit Finland, provided insight into the evolving profile of the modern traveller: «Both we and Finland as a destination have noticed the changes in the new consumer.»
The modern consumer is shaped by evolving relationships with brands and their work environment. Philippe Jiménez, General Manager of IWG Spain, stated: «Today’s consumer is spontaneous, demanding, and responsible, but also volatile and impatient. We live in a fluid society where instant consumption is expected at the click of a button.»
Enrique Dans, an IE professor, writer, media contributor, and technology commentator, highlighted: «The new consumer reflects trends we have seen evolving clearly. The pandemic reinforced some of these, such as sustainability, heightened concerns about privacy in relation to technology, and the emergence of AI, which is set to transform how we interact with the world. These changes are still in their early stages.»
During the premiere, hosted by Ludi García, Head of Iberia at MARCO, the discussion focused on how The New Consumer has reshaped communication and the expectations placed on various stakeholders, including brands, institutions, and policymakers. «Understanding the world and its evolving reality was our driving force behind this new edition. Understanding the new consumer is a challenge that transcends all the sectors represented in the docuseries.»
Building on this, Didier Lagae, Founder and Executive Chairman of MARCO and Executive Producer of The New Frontiers of Communication, shared the objectives behind producing this second season: «Following the success of the first season, which reached 240,000 views, this new season focuses on post-pandemic change and the new consumer. Through the five sectors explored in this summary episode, we witness the transformation they have undergone, particularly post-pandemic, with the modern consumer at the centre—supported by our patented TCFOM (Transcending the Frontiers of Communication) methodology.»
Representing the communications sector, Miguel López Quesada, Director of Dircom (the Spanish Association of Communication Directors), delivered a reflection before the screening: «Thank you to MARCO for dedicating time and resources to researching and understanding how the world is changing. AI, particularly generative AI, is creating opportunities but also challenges, where ethics must play a central role in our interaction with this new technology. It is essential that market research techniques are applied to the communications sector—we must listen and stay close to all audiences. Transparency and authenticity are values that the increasingly conscious new consumer demands more than ever. Previously, marketing had a more functional approach, but now it must have a purpose and appeal to far more meaningful societal concepts.»
Following this, a 30-minute summary of the five episodes was screened. The docuseries covers:
- The Boom of E-commerce: examining the revolution in online shopping since the pandemic and the sustainability challenges it presents.
- The New Tourist: exploring the revival of the travel sector and its shift towards more conscious, committed, and efficient business practices.
- The New Mobility & Today’s Cities: discussing the fight against climate change in urban settings, the rise of remote working, and the expansion of flexible office spaces.
- Food, Beverage & Horeca: analysing the increasing consumer focus on health and sustainability, the rise of takeaway and delivery services, and the importance of local supply chains.
- The New Entertainment: considering how hyperconnectivity and the risk of screen overexposure are shaping new digital platforms and entertainment formats, including AI, augmented reality, 3D, and interactivity.
Following the screening, guests enjoyed a cocktail reception and networking session, featuring a selection of wines provided by D.O. Ribera del Duero, one of the premiere’s main partners.
About MARCO
MARCO is a leading independent global communications agency headquartered in Madrid, rated as the best-performing large agency by its clients, according to the latest PR SCOPE 2023 report.*
Specialising in brand building and reputation management, the agency is led by Co-CEOs Noelia Cruzado and Diana Vall. Comprising a team of nearly 200 consultants, MARCO has offices in Madrid, Barcelona, Lisbon, Paris, Brussels, Milan, Berlin, Munich, London, Miami, Mexico City, São Paulo, Casablanca, Johannesburg, Abidjan, and Nairobi, as well as affiliated MSL offices in over 100 markets.
MARCO is pioneering new paradigms in communication, transcending traditional boundaries. As part of this vision, it became the first communications agency to produce a docuseries, The New Frontiers of Communication, available on Prime Video and its own website. The docuseries is based on MARCO’s patented methodology, TFCOM® (Transcending the Frontiers of Communication).
MARCO has acquired the business publication Ejecutivos and relaunched Ejecutivos.es, positioning it as a leading Spanish-language online economic and business news platform for Spain and Latin America. The agency has also acquired Africa Communications Group (ACG) to expand its presence in sub-Saharan Africa and, more recently, acquired the production company Carmela to enhance its capabilities in producing high-end national and international advertising spots and branded content videos.
Founder and Executive Chairman Didier Lagae was previously 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. He was named European and Global PR Professional of the Year in 2019 by PRWeek and the Stevie Awards, coinciding with the release of his book ‘A Country Brand, a Branded Country’. Didier is also a Climate Leader for Al Gore’s The Climate Reality Project.
PR SCOPE 2023 – category for agencies with more than 15 clients participating in the survey.
For more information, please contact:
Víctor Castell – victor@marco.agency – +34 626 236 341