“Our clients ask us to ensure that purpose-driven communication is genuine…” Mónica Díaz

Recently, we took part in the roundtable organised by Ctrl ControlPublicidad magazine, an insightful gathering to better understand the evolution of our sector.

Our PR & Communication Manager, Mónica Díaz, joined leading figures from top agencies across the country to explore the trends shaping the future of communication: strategy, creativity, and purpose.

The discussion highlighted a clear shift, agencies are no longer just executors of campaigns; they are strategic partners involved from the earliest stages of a project. The growing trust from clients reflects this maturity, driven by adaptability, flexibility, and continuous investment in talent.

During her intervention, Mónica emphasised the importance of purpose-driven communication: "Our clients ask us to ensure purpose-driven communication is real, not just theoretical."

Her statement underscores the pressing need for authenticity and meaningful value in brand strategies, both for companies and for society.

The session also offered an opportunity to exchange ideas on the key challenges agencies face today: retaining specialised talent, measuring impact beyond engagement, integrating creativity within strategy, and developing more segmented communication targeted at micro-audiences.

PHOTO: Ctrl ControlPublicidad Magazine