Dentsu, the leader in marketing, communication and technology in Spain, celebrates its 50th anniversary with a notable participation in the advertising market, of which it manages almost a third. With a team of more than 2,300 employees spread across twelve cities and collaborations with 150 major brands in Spain and Portugal, the group is resolutely facing the challenges of tomorrow.
The group commemorates its half-century of history with a turnover of more than 1,000 million euros per year and a 27% share of the advertising market. “The integration of acquisitions into the group’s structure in Spain has been exemplary,” said Jaime López-Francos, CEO of Dentsu Iberia, at the celebration event. “This policy has led us to be a reference for our organization on a global scale and has allowed us to achieve a consolidated leadership position,” he added.
López-Francos also highlighted the importance of adapting to an industry that is constantly evolving and becoming digital: “We live in an industry that is changing, increasingly fragmented, digitalized and with more technology. And evolving at the pace of technology, which is a very high-speed pace, is a fundamental fact.”
The CEO explained that through Merkle, Omega CRM, Dentsu Creative and The Story Lab, the group offers “the only group offering end-to-end solutions”. “We combine creativity, media, user experience, data and technology to deliver integrated, high-value solutions,” he added. These skills are organized in the “One Dentsu” model, where the group uses its talent and capabilities to drive growth for its clients through innovative and communicative solutions.
At the event, Elisa Brustoloni, CEO of Dentsu X, highlighted the “great challenge” the company faces in a context where “the marketing of the past is no longer enough.” “The success of a communication campaign is measured by the ability to mobilize intention, for which it is necessary to personalize communication with a focus on creativity and technology,” he said.
Tomás Froes, director of Dentsu Creative in Iberia, highlighted the need to integrate creativity, media and experience, both in the present and in the future of marketing and communication. “We are talking about a modern and transformative creativity, in which technology also allows us personalization on a scale never seen before,” he commented.
In addition, Sarah Chemouli, Marketing Director Spain at Procter & Gamble, participated in a round table; José Miguel García-Gasco, General Manager of Atresmedia Advertising; Laura Guzmán, Regional Vice President of Cloud Sales at Salesforce; and Ángel López Barrado, Digital Director of Dentsu.
