Media · Agency · Wellness
For US brands
Spain is not your Latin America strategy
It is the most expensive assumption a US brand makes about this market, and a Spanish reader spots it in the first line of the release.
Where it goes wrong
Spain is not part of your Latin America plan
Three things we see again and again with brands arriving from United States. None of them is about the product being wrong. All of them are about the market being read as if it were the one at home.
Spanish from Spain, not from anywhere else
Latin American Spanish reads as foreign here, the way American English reads as foreign in Manchester — only more so, because the vocabulary of everyday products genuinely differs. Material recycled from a Mexican or Colombian campaign does not save budget. It costs credibility in the first paragraph.
Your claims do not survive the crossing
What a supplement, a cosmetic or a device is allowed to claim in the United States is not what it is allowed to claim here. The regulatory frame is different and the media know it. The message has to be rebuilt against what can actually be said, not translated and hoped for.
Nine hours of difference and an editor on deadline
Spanish media close in the afternoon, Spanish time. A spokesperson available from the East Coast after lunch is a spokesperson who does not appear. Someone has to be reachable here, in the morning, in Spanish.
The gap
The part of market entry nobody sells you
Company formation, tax, employment, distributor search: all of that is well covered, by consultancies, by the bilateral chambers and by the public investment agencies, several of them free of charge. What none of them does is get the Spanish market to know your name. That is a different trade, and it is ours.
Figures for the agency as a whole since 2006, across Spanish and international clients.
What we do
Six things, and the last two are not usual
01
Positioning in Spanish
Not a translation of your English messaging. The argument rebuilt so that it works on a Spanish editor and a Spanish buyer.
02
Press office
Ongoing relations with national dailies, the wire agencies, the trade press of your sector and the regional press that a national push never reaches.
03
Launches and presentations
Product launches, press events and the round of individual briefings that decides whether a launch is covered twice or twenty times.
04
Spokesperson preparation
Message, questions, rehearsal and, when it is needed, someone who can hold the interview in Spanish on your behalf.
05
Television
We produce our own programme. A brand that fits the content goes on air as content, not as an advert.
06
AI visibility
Assistants recommend brands they find cited in reliable sources. Press coverage is what puts you there, which is why the two services are one.
Language
Nobody on your team speaks Spanish. Fine
We can hold the interview for you
Your spokesperson is in Chicago and does not speak Spanish. That is the normal case, and it is not a reason to stay out of the Spanish media.
Rafaela Almeida presents a television programme, has taught at business schools in Paris, New York and Barcelona, and has spent twenty years in front of Spanish journalists. When your spokesperson cannot do the interview in Spanish, there is someone here who can — and when they can do it, we prepare them until it sounds like theirs.
- Messaging rebuilt in Spanish, not translated
- Question sets and rehearsal before the interview
- Live interpreting when the interview has to be theirs
- A named spokesperson here when it does not
- Everything you sign off in English first
One of the United States cases
enterprise software · United States
DataCore
American enterprise software, placed in the Spanish technology and business press. It is on the client list as one of the US cases, and the coverage is in the press room.
Where most conversations start
Tell us what you are launching
What the product is, when you want it in the market and what you have tried so far. We reply with an honest read of whether Spain is worth the effort for you right now, and what it would take. If the answer is no, we say so.
Gracias por tu respuesta. ✨
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