Brands with values are top of the advertising industry podium

Monday July 15th, 2019

Today, trends and fleeting fashions are largely forcing many brands to be much more honest, to adopt transparency in what they do, and modify their behavior to be consumer-friendly. In this sense, responsible advertising takes center stage.

The idea of applying corporate social responsibility policies to advertising should not be other than to make better products from a responsible point of view. Therefore, this type of advertising has gained momentum within the corporate communication and advertising strategies.

Brands have understood that investing in responsible practices and communicating through advertising also generate benefits such as attracting consumers or strengthening the bonds with their own interest groups and, by extension, it is reflected in their accounts.
But, how does it work in advertising? Basically, by means campaigns in line with the CSR philosophy so we do not generate inconsistent responses in the first place, damaging the company image, and in the long term, crashing the trust of our audience.

We are constantly talking about how and how to reach the final consumer through this type of advertising, but we must not forget that responsible advertising also generates its value for both employees and other agents involved.

To do so correctly, we start with the first of the principles to be taken into account: transparency, which we must comply with strictly, since consumers are increasingly demanding. Are companies exposed? Probably yes, that is why agencies must set a strategy helping them to get their optimal positioning in a coherent way, reaching maximum engagement.

Today, the messages launched by the companies are bidirectional and omnichannel, as brands have placed consumers in the center of their relationship. Brands themselves have given their prominence to the consumer and the way of relating to the brand, that is, they have made the audience powerful. This is the second relevant factor of this equation. Thirdly, having a decisive and not just a philanthropic goal is crucial to get to the podium. Brands with values have greatest weight on a wider segment of consumers. We must not neglect these aspects.

If we solve this equation, we will see that transparency, the power of the audience, and the crucial objectives are all intangible values. These values constitute the soul of a company. And this is the greatest sales driver.

Once this part of the strategy comes into play, time is a factor that requires certain patience so that the campaign takes center stage on its own. Like everything in this industry, the search for short-term results does not help here. It is necessary to give room and time if we want successful results recognized by professionals of the industry or, in short, if what we want campaigns that impact on consumers.

The ephemeral and even the WOW moment need their own journey in time. If we focus on brands that are becoming a vehicle for social transformation, they must continue to exercise and execute responsible and sustainable tasks that support their own marketing campaigns.

Each company must define its limits in terms of advertising and these strategies must be consistent with the CSR policies. The challenge is on the table, so let us take advantage of all the options and opportunities that advertising offers us without breaking ties with consumers. Advertising campaigns need a breath of fresh air and agencies must seek companies that carry out responsible actions as part of their business strategy, and not sporadically, but with continuity and durability over time.

Balance Productions

Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

See website



Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

See website


Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

See website

Kunst Deco

Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

See website

Moonflower Technologies

Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

See website

Next Studio

Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.


See website

OnOff Audiovisuals

Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

See website

Stands XL

Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

See website