The agency V3rtice presents its new corporate image as part of a strategic evolution that reinforces its commitment to impact communication and a more integrated vision. With more than 60 active projects in all its areas, this independent Spanish firm consolidates its positioning in the sector, while integrating its PR and digital communication services in a transversal way. In this interview, Sergio Vicente Bóveda, CEO and co-founder, analyzes the future of the agency and the current challenges faced by brands to effectively connect with their audiences and care for their corporate reputation in an increasingly demanding environment.
The relevance of public relations in a digitized world
Contrary to what could be expected with the digital transformation, public relations continues to be an essential pillar for brands. Media presence remains a key factor in building communication value and reputation, now amplified by the online environment. Digitalization has redefined channels, but has not diminished the importance of generating solid, authentic and strategic links between brands and their audiences.
Today’s demand is for transparent and consistent communication. Audiences are more attentive than ever to the real actions behind corporate speeches, and reputation can be quickly compromised by any crisis. Therefore, a solid PR strategy remains essential to build trust and differentiate in a market saturated with messages.
Keys to relevant and effective communication
Connecting with audiences is not simply a matter of communicating, but of offering content that adds value and is aligned with their interests. Brands must integrate different channels, from traditional to digital, adapting their messages with intelligence and sensitivity. This strategy is part of a multichannel marketing approach that allows to speak to each audience in their own language and strengthen positioning.
Avoiding overexposure and empty messages is crucial. Betting on content quality, rather than quantity, contributes to a more solid and lasting brand building, with a real impact on the business.
Brands with soul: the importance of storytelling
In a context of fragmented attention, authentic storytelling has become more relevant than ever. A powerful brand is born from a coherent, emotional and meaningful narrative. A strategy centered on emotional content allows us to build real bonds with people, beyond transactional logic.
At V3rtice, we have walked this path: from press office to integrated communications agency, working for B2B and B2C companies with an approach focused on connecting from the essence of each brand. Our goal is to transform corporate messages into an authentic brand experience, consistent with its values and purpose.
A strategic communication must use multichannel intelligently, adapting formats and messages without losing authenticity. We work with committed brands that understand the value of transmitting from honesty, avoiding empty speeches that can damage reputation in the long term.
The challenge of the sector and the need for greater commitment
From the communication sector itself, we recognize the challenges we face: precariousness, lack of resources and pressure for immediacy. All this hinders the creation of deep and valuable narratives. It is essential that agencies, brands and media take an active role in adding value to the communication process, prioritizing quality and professional ethics.
In addition, we must be responsible with the media and avoid media saturation. The effectiveness of a communication strategy also depends on a good relationship with journalists, based on respect and relevance of content.
Measurement and effectiveness in brand communication
More and more brands are demanding precise metrics to justify their communication investments. However, not all channels work with the same rules. In the case of PR, its value goes beyond immediate conversion: it builds visibility, credibility and corporate reputation, essential assets for the sustainable development of a brand.
At V3rtice we work with realistic KPIs that allow us to measure the impact of our actions, but without losing sight of the intangible. Effectiveness is not just a matter of numbers: it is also the ability to generate authentic and lasting bonds with audiences.
The future of V3rtice
Our roadmap is based on combining creativity and strategy to offer comprehensive and effective solutions. We want to continue to partner with brands on their journey towards meaningful communication that builds trust, has real impact and turns every action into a memorable brand experience. Because today, more than ever, communicating well means building value.
New image to reflect a new reality
The V3rtice agency has a new visual identity and positioning in the market, reinforcing its commitment to a more comprehensive strategy by unifying the areas of PR and digital. “Since we were founded in 2011, at V3rtice we have experienced a natural evolution, aligned both with the needs of the market and with our own way of understanding communication. Although we started as a press office, today our proposal is much more global, encompassing PR, digital marketing, creativity, design, visual communication and social media. It is no longer just about launching messages, but about building stories that connect, excite and generate a real impact”, explains its CEO, Sergio Vicente Bóveda.
For him, the differential values of the consultancy firm are based on strategic communication, where reputation, visibility and trust are the central axis of each action. “We are driven by impact in its broadest and most authentic sense. We design campaigns conceived from the outset with a multichannel mentality, in which the content is coherently adapted to each format, channel and audience. We don’t combine PR and digital just for efficiency, but because we believe that impact communication needs a diversity of resources, tools and approaches”.
More than an agency: synergies that enhance each action
V3rtice is part of a new profile of evolved agencies that go beyond offering classic communication services. They position themselves as an actor with the capacity to integrate diverse disciplines that work transversally. “At V3rtice we are committed to PR, digital marketing, creativity, design and visual communication not as isolated areas, but as elements that reinforce each other. Today, for a campaign to be truly effective, it must have a powerful story, a creative execution and a multichannel marketing strategy that generates an authentic brand experience,” says Sergio Vicente.
This internal structure makes it possible to generate very effective synergies, where each action reinforces the previous one. “This integration is key to delivering solid, consistent results with real reach. In addition, we are finding that, in an increasingly digital environment, traditional PR and offline communication channels are still essential to generate credibility and amplify the message. It is these channels that guarantee the legitimacy of digital,” he adds.
Strategic growth and meaningful collaborations
V3rtice closed the previous year with very positive results and consolidating an increasingly integrated model. By 2025, the agency has set a 20% growth target, betting on multichannel campaigns that integrate PR, digital and creative, and activate various levers such as events, advertising, branded content or collaboration with influencers. “This approach not only amplifies the reach, but also allows us to adapt the message to each channel and audience, maintaining a consistent narrative and connecting from emotion,” remarked the management.
Regarding its future evolution, V3rtice advocates organic growth, guided by the real needs of the market. “It’s not about accumulating services for the sake of fashion. We are open to incorporating new areas if they add real value, but also to collaborating with specialized companies. For us, the important thing is not to do everything in-house, but to build projects that add up, that connect and that have an impact,” they conclude.
What should the ideal agency be like today?
The ideal agency should not limit itself to executing services. It should understand the client’s business, listen actively and translate all that knowledge into relevant stories capable of generating impact, building trust and providing visibility and reputation. In short, it is about leaving behind the traditional model based on unidirectional messages and evolving towards the creation of stories that connect from authenticity and leave a mark. A communication of impact, built together with the client, not just for him.
Communication of the future: more strategic, more human
Looking ahead, public relations will continue to be an essential pillar of brand building. In an increasingly digital and input-saturated ecosystem, people and organizations need to rely on credible sources of information. The media continues to be one such trusted environment. PR, therefore, will retain its key role in connecting brands with these legitimate spaces, where messages are not only disseminated, but perceived as truthful and consistent. This also entails a clear responsibility for the media: to maintain independence, editorial quality and their commitment to the truth.
In the medium and long term, a more strategic communication, connected to purpose and based on building valuable relationships, will be consolidated. Brand experience will become increasingly relevant, and trust, reputation and consistency will continue to be differentiating assets. Only those who understand communication as a tool for transformation and not as a mere loudspeaker will be prepared to lead this new scenario.
Growth with vision: towards a more integrated model
V3rtice closed 2024 with a very positive balance sheet, consolidating an agency model that is increasingly aligned with the real needs of the market. For 2025, the goal is ambitious: to grow by 20%. To achieve this, the firm is firmly committed to integrated multichannel marketing campaigns that combine PR, digital and creativity. Levers such as events, branded content, advertising and collaboration with influencers will be activated in order to design strategies that amplify the message without losing coherence.
This approach allows content to be adapted to the channel and audience more precisely, providing not only visibility, but also a real emotional connection. The key is to build emotional content that resonates with audiences and at the same time responds to business objectives, generating a tangible and sustainable impact.
Incorporation of talent: constant growth
In 2025, V3rtice will continue to invest in the incorporation of talent, both in the area of PR and in digital and creativity. We are looking for profiles with a strong focus on generating impact, but also with a strategic vision close to the client. The ability to understand the client’s needs, provide value and work in an integrated way with the rest of the team is essential. At V3rtice, we believe that growth is not only about expanding services, but also about surrounding ourselves with people who share our vision of impact communication.
International expansion: global coverage, local effectiveness
Although our offices are located in Madrid and Barcelona, where we cover all of Spain, we have a global focus thanks to our network of local agencies in international markets. These agencies act as extensions of our team in each country, allowing us to offer global coverage without losing the effectiveness and personalization that characterizes our brand experience.
We believe that impact communication must be managed from the proximity and in-depth knowledge of the media environment in each market. Therefore, we collaborate with partners who share our way of working: with a strategic and results-oriented approach, always with a direct relationship with the media.
Creemos que la comunicación de impacto debe gestionarse desde la cercanía y el conocimiento profundo del entorno mediático de cada mercado. Por ello, colaboramos con partners que comparten nuestra forma de trabajar: con un enfoque estratégico y orientado a resultados, siempre con una relación directa con los medios.
Multi-sector approach: broadening horizons
We define ourselves as a transversal and multi-channel agency, as we work with brands from different sectors. Our strategy is not limited to a single niche, but we seek to broaden our clients’ message to other sectors. This allows brands to connect with a wider audience, tailored to their strategic needs.
For example, a company in the technology sector should not limit itself to speak only to its industry. Opening up to areas such as lifestyle, economy, society or corporate allows to generate emotional content and connect with more diverse and strategic audiences. This approach facilitates an expansion of brand visibility and contributes to a more robust and resonant communication.
V3rtice, strategic communication agency, brings your message to life to generate real connections, transform your communication with us!
