McDonald’s Spain trusts us to lead its communications and brand reputation

In an environment where the boundaries between communication, marketing and public affairs are increasingly blurred, McDonald’s Spain is taking a step forward with a comprehensive brand strategy that breaks down silos and is committed to integration.

McDonald’s Spain has entrusted our team to lead this transformation, seeking cohesive management of its reputation, sustainability and inclusion through its newly created Corporate Impact team. This decision reflects a growing trend in the sector: the need to approach communication from a holistic perspective, where creativity, data and innovation converge to build more authentic and relevant narratives.

The first sign of this collaboration is already visible: the Pride 2025 campaign, where the iconic tune ‘Para pa pa pa pa’ is brought to life through the real voices of those who make up the McDonald’s ecosystem, from employees to suppliers. An action that not only celebrates inclusion, but demonstrates how authenticity has become the new imperative for brands seeking to genuinely connect with their audiences.

This strategic alliance between McDonald’s and us represents a working model that we are likely to see replicated in other large companies: multidisciplinary teams, intensive use of artificial intelligence for decision-making and a vision where reputation is managed as a strategic asset that cuts across the entire organisation.

At a time when consumers demand consistency between what brands say and what they do, this approach could make the difference between those companies that successfully navigate the complexity of the current environment and those that lag behind in a fragmented and reactive communication model.