Media & Advertising
The engine of communication and its roads. Knowledge about the icon of our consumer society and the means that make it possible.
The new reputation landscape: Adapting corporate narratives in the era of LLMs.
7 September 2026Luis Dorado is a partner and Chief Operating Officer at Asesores, the strategic communications consultancy he founded in 1995, has…
The new era of search: From dominating Google to competing in a fragmented LLMs ecosystem.
15 July 2026What can be learned from Media & Search after almost 10 years in the industry? Iván Hernández cut his teeth…
Cultural legitimacy: A one-off influencer controversy or a structural social tension?
9 April 2026On 1st March, the red carpet at the 2026 Goya Awards became the stage for a conflict that had been…
How does the new “Influencer Law” affect your brand?
4 July 2024On May 1st, new legal regulation governing influencer marketing activity in Spain came into effect. Officially known as Royal Decree…
Committed Advertising: Authentic Connection with the LGBTQ+ Community
28 June 2024In the last decade, we have seen a notable change in how brands approach advertising regarding the LGBTQ+ community. Companies…
Will digital content (at last) replace TV? Yes, but no.
14 September 2023Almost 10 years ago, I started thinking about how digital content coexisted with TV consumption and how we could measure…
Media planning, the Achilles’ heel of the sector
18 July 2023Let’s be honest: budget allocation among different digital channels often becomes a repetitive task based on intuition and limited concrete…
How to make the most out of your paid media investment
22 February 2022We are in the age of information and superdigitalisation. An era of constant innovation and change, driven by digital transformation,…
2022 Trends: What’s next for digital and social media?
1 December 2021Just a few weeks before the end of 2021, all marketing departments are starting to think about their strategies and…
Content subscription: the most demanding business model
24 September 2021Ten years ago, it seemed unthinkable that users would pay to download movies from the internet (let alone watch them…
Unlock the force of TikTok ads
8 September 2021For years now, smartphones (essentially an extension of our bodies) have allowed us to capture the world and record high…
Advertising strategies for a cookieless world
6 May 2021In the last few weeks, many businesses will be feeling unsettled about the ad industry news around cookies. The main…
