→   Uncertainty, volatility, unpredictability. Everything has changed dramatically in recent years, but the brands still want the same thing they always have: to reach audiences and connect with them. What was once relatively simple with the television, has now become more complex than ever before.

→   With the advent of the internet, we've gone from having a handful of television channels to countless options: social media, digital media, apps, content platforms… With television penetration falling year after year, the ecosystem has broken into a thousand pieces, making it more difficult than ever to find audiences. Audiences that, for added complexity, have also been divided into smaller subgroups with very different interests and tastes.

→   People now have a lot more control over the advertising they consume. If there's an ad they don't like, they skip it. If a brand isn't relevant to them, they don't follow it. Advertising has become intermingled with all the content that we are exposed to. Something which in theory is good for brands, but also poses challenges of its own. Our ad is no longer only competing with other ads, but also with Ibai, with Putos Modernos, with the stories told by hundreds of friends, etc.

→   Against this backdrop, many agencies have seen the advent of the digital age as a threat rather than an opportunity, and many still believe that they can carry on applying traditional mass advertising models.

→   For this reason, since 2009, we have been developing a type of agency that is suited to this new scenario. A model based on in-depth strategic knowledge of the brand and culture, which focuses on connecting with the audience wherever they are.