A word from our CEO, Didier Lagae
The year 2017 has been historic for Marco de Comunicación (MdC) and we hope 2018 will equally fulfill our personal and professional objectives. Here’s to a successful year by your side!
In our first newsletter of 2018, we highlight how our CEO, Didier Lagae, featured on the front cover of “Ejecutivos” to mark the agency’s 15th Anniversary. In the magazine, Lagae explains his detailed vision for Marco de Comunicación’s future. Furthermore, we underscore how MdC has yet again been crowned the most award-winning agency in Spain. The agency received 19 awards for its successful campaigns, including the European Excellence Awards 2017 for the Best European Agency. We also recognise the confidence Spaces has placed in the agency to open its two new spaces in Madrid and Barcelona. We also discuss the use of our Experience Room to host Javier Mariscal’s solidarity exhibition with Foundwation, with the aim of opening a school for 500 children in Senegal.
Didier Lagae on the cover of EJECUTIVOS to celebrate 15 years of Marco de Comunicación and reveal its future projects
The past year has been historic for Marco de Comunicación as the most awarded independent agency in Spain celebrated its 15th Anniversary. CEO Didier Lagae bid farewell to 2017 by featuring in the “Ejecutivos” magazine in November. Lagae was the cover article of the issue and throughout his interview provided a summary of the agency’s milestones throughout its history, shared his vision surrounding 360º communications, and what it means for Marco de Comunicación to be an international agency.
Casting a look back on Marco de Comunicación’s 15 year history, Lagae recalls starting with pharmaceutical and technological clients, before developing into the agency of today, which works with clients across all sectors and offers 360º communication services through a dynamic team of more than 100 people.
Throughout the interview, Marco de Comunicacion’s business journey was emphasising how the agency was able to maintain a double-digit growth figure, even during the worst years of the financial crisis. In 2017, growth reached 28%, a figure that propelled the agency into the top 5 largest agencies in the Spanish market. According to CEO Didier, this positions MdC on the cusp of being one of the TOP 3 agencies in Spain.
Lagae explains that one of the key elements of MdC’s success is due to the intense international focus, which has formed part of its DNA from the very beginning. During the last 9 years, Marco de Comunicación has become truly international, opening offices in Paris and Miami, followed by further expansions in Casablanca and Lisbon. In addition, MdC achieved the milestone of entering the MSL Group network, a communication and PR agency of the Publicis Group, as the affiliated agency for Iberia and Magreb. This process of internationalisation has culminated in just under two years, since the introduction of the Public & European Affairs division. According to Lagae, this move towards internationalisation has given Marco de Comunicación great successes, demonstrated by two prizes won at the African Excellence Awards for a COP22 campaign, the award for European Agency of the Year in Iberia, won on two separate occasions, and most recently, at the 2017 the European Excellence Awards.
The interview concluded with an overview of Marco de Comunicación’s future plans, the main objective being the continuation of organic growth through a strategy of diversification and specialisation to maintain the agency’s air of exclusivity.
Accordingly, Lagae affirms: “In 2018, our efforts will focus on consolidating Influencia as the reference point for all digital agencies, as well as introducing the new agencies of the group: MARCO! LifeStyle, as an uptake agency. While Marco de Comunicación Consulting targets Dircom to help them build a corporate, institutional and governmental reputation. Also, completing client acquisitions will be another essential focus for growth within the Group, as we ensure to always work with teams who have an attitude and philosophy close to our own”.
The year 2018 will bring challenges for the agency that will become, in turn, new milestones in Marco de Comunicación’s history, and will lay the groundwork for the company’s future successes.
Marco de Comunicación, Best European Agency and Iberian Agency in 2017, continues to be the most awarded with 19 international recognitions at the highest level.
Marco de Comunicación ends one of their most successful years so far on an upward trajectory with the recognition as 2017’s Best European Agency from the European Excellence Awards, alongside the Best Agency in Iberia at the Sabre Awards. With these two accolades, Marco de Comunicacion is yet again the Spanish PR Agency with the most international recognitions in the last year, with a total of 19 awards.
The agency obtained a total of six prizes at the Mercury Excellence Awards; two Golden Awards, one for the COP22 campaign in the “Non-Profit” category and another for the launch campaign “The New Way to Watch TV” for Netflix. In addition, MdC received a Silver Award for their (Unilever) TRESemmé MFShow campaign in the “Special Events: Exhibitions” category, and a Bronze Award in the “Special Events: Cause Awareness” category for the Friends of Glass campaign. In addition, the agency received two honourable mentions for the launch of the “My Perfect Summer #JoinThisWave” campaign for Springfield and the publicity campaign for television; #YoElijoVidrio #IChoseGlass.
The campaign “Fighting against climate change”, developed for COP22, in which Marco de Comunicación managed international media relations for the Steering Committee, was the Grand Award Winner in the “Public Affairs and Non-profit” category. The campaign, which took place over six months, involved 28 press conferences, 76 press releases, hundreds of interviews and press trips, as well as support during the two weeks of the event, which was attended by 20.000 political and business leaders, NGOs and more than 1.500 journalists from across the globe.
At the African Excellence Awards, the agency also collected a Golden Award in the “Public Affairs” and a Silver Award for the “Best Campaign of the Year”, in the general category. At the European Public Affairs Excellence Awards, MdC won a Golden Award in the “Sustainability and Environment” category, and at the International Business Stevie Awards MdC gained three Silver Awards.
The Netflix campaign “The New Way to Watch TV”, designed to promote the streaming service offered by this popular platform in Spain and Portugal, won numerous prizes at the International Business Awards. These included a Silver Award in the ‘Communications or PR Campaign/Program of the Year-Arts & Entertainment’ category and a Bronze Award in the ‘Communications or PR Campaign/Program of the Year-New Product Launch’ category. In addition, Marco de Comunicación also won a Silver Award for ‘Best Brand Experience Event’ for their Christmas Event, “Netflixmas”.
Marco de Comunicación has also been awarded Fundacom Prizes for their management of influencers on social media, thanks to their 360º campaign; “My Perfect Summer #JoinThisWave” for Springfield, in addition to being a double-finalist in the aforementioned prizes and in the EMEA Sabre Awards and the recent European Excellence Awards.
Spaces trusted Marco de Comunicación to launch their first centre in Madrid and Barcelona, where more than 650 people attended.
Marco de Comunicación brought together more than 300 people in Madrid and 350 in Barcelona with the aim of officially launching the first two Spaces centres in Spain. Alongside the attendees, together with journalists and influencers, were authorities and institutions related to the world of entrepreneurship. This showcased the important support of the Madrid Council and the Spanish Confederation of the Association of Young Businesses (CEAJE), as well as that of the Generalitat of Catalonia and the Association 22@Network bcn.
The launch of Spaces Rio in Madrid and Spaces 22 Arroba symbolise Spain boasts an international offer of more than 150 Spaces workspaces. This will promote the dynamic community for entrepreneurs and pre-established businesses, united by their innovative spirit. A relaxed cocktail party followed both events, providing the venue for networking and in situ interviews, amongst live music.
The action was developed by MdC from the planning stage to the execution, and subsequently achieved great media coverage. Between both announcements, there were a total of 50 clippings in both general and specialised press, with more than 2.687.000 followers gained and almost one million interactions achieved on social media.
Marco de Comunicación works with Javier Mariscal to support Foundwation’s mission to construct a school for 500 children in Senegal
On November 30th, Marco de Comunicación’s Experience Room welcomed the launch of Javier Mariscal’s newest exhibition. The well-known Spanish designer unveiled twenty canvases recounting his experience in the village of Thionck-Essyl (Senegal), where he collaborated with the Foundwation foundation, constructing a new school for 500 students in the region where they can study a baccalaureate qualification.
Marco de Comunicación joined the “Make a school” project, led by Foundwation, by providing use of their Experience Room to accommodate the event, supported by Mariscal. This collection of works will eventually form an integral part of Foundwation’s project to construct an education centre and train teaching staff in the Senegalese Thionck-Essyl region.
In fact, the “Make a school’ project has already assisted with the construction of 10 out of 16 classrooms which will complete the school, proudly being able to offer 500 students from the Thionck-Essyl zone of Senegal education. October 2018 is their foreseen first day of school.