The value of Communication Agencies as brand partners

According to a recent study by PR SCope, Spanish advertising agencies consider that the work provided by consulting firms contributes up to a 35% to achieve their business goals, while the percentage ascribed to media and advertising agencies is estimated at around 20%. In this sense, Luis Gandiaga, Corporate General Director at beon., reflects upon this fact, highlighting the role of communication and consulting agencies in Spain, and therefore our favorable position as perfect partners in this new arena.


“Communication agencies must form part of a brand DNA by knowing its corporate philosophy and sharing common goals. And how agencies contribute to brand visibility or prestige? Besides their know-how and their knowledge in the field, communication per se is a rising value. There are tools which allow us to measure the impact generated by communication strategies in both the image and reputation of a given company. Communication management and public relations bring corporate value to the brands.”