Perspectives, trends and learnings from our team on strategic communication, digital marketing, advertising and reputation.
The end of the quarter arrives and the Head of Communication faces the most uncomfortable meeting on their calendar: presenting results to the ambassador. On the table is a report detailing hundreds of hours invested in design, writing and hierarchical approvals. However, the metrics show stagnant reach and an engagement…
Beyond circulation and visibility, discover how to measure the editorial return (ROO) of your publication to turn it into a strategic asset of credibility, loyalty and sustainable profitability for the C-Suite. Today brands struggle to differentiate themselves and keep the attention of both their customers and their employees; justifying the investment in a…
A high CTR, a competitive CPM and a cost per click below average are usually read as signs that an ad campaign is working. However, many startups discover a different reality when the leads reach the sales team: contacts don’t respond on WhatsApp, don’t answer calls or simply disappear before…
The definitive guide to scaling ROI and aligning your B2B marketing. Corporate marketing has undergone an irreversible transformation. In today’s B2B environment, sending generic messages to massive databases is not only ineffective, but damages brand credibility. Today, decision-makers expect digital interactions that understand…
Getting coverage in specialized media remains one of the main goals of many B2B startups. However, a frequent mistake is to assume that all technology and digital health media look for the same stories. As a result, companies send exactly the same release or pitch to dozens of newsrooms and, after receiving…
Strengthening laboratories’ digital authority has become a priority as the behavior of new generations of healthcare professionals evolves. While for decades the in-person visit was the main channel for sharing scientific information, today young doctors turn to Google, databases, professional networks and platforms…
Every quarter, many Mexican fintechs allocate more budget to digital campaigns and still get fewer activated users for each peso invested. The consequence usually shows up in an increasingly high Customer Acquisition Cost (CAC), an indicator that worries growth teams as well as marketing directors and CEOs. Before assuming…
Getting a meeting with an international fund is only one part of the fundraising process. Before answering an email or scheduling a video call, having good English-language communication for startups is decisive, since many investors do preliminary research on the company. Website, founders’ profiles, coverage in…
The pharmaceutical industry faces a challenge few industries share: communicating innovation without the message being interpreted as improper advertising. In Mexico, where regulation of health-supply advertising is overseen by the Federal Commission for the Protection against Sanitary Risks (COFEPRIS), the difference between informing and promoting can have implications…
Latin America is going through a new stage for the entrepreneurial ecosystem. Although venture capital investment began to recover during 2024 and 2025, competition for attracting funds, customers and media coverage is increasingly intense. In this scenario, it is not enough to develop good technology or reach growth metrics: it is also necessary to be…
The way customers research companies is changing. SEO and AI in Mexico is no longer limited to appearing on Google: it also requires building clear content, digital authority and trust signals to be found, understood and considered in new search environments. Business search no longer happens only on Google…
How AI tools for business are redefining operational efficiency, content creation, analytics and customer service in modern organizations. AI tools for business: the new engine of business efficiency. The adoption of AI tools for business has become a decisive factor for…
The adoption of generative AI, predictive analytics and autonomous agents is transforming efficiency, creativity and decision-making in leading organizations. AI marks the new frontier of digital marketing and business. Artificial intelligence has stopped being an aspirational value and become the operating core of companies…
How a solid digital marketing strategy drives personalization, innovation and business competitiveness. Digital marketing is going through its most accelerated stage of transformation. The convergence of artificial intelligence, automation, immersive experiences and an increasingly demanding consumer is redefining the rules of the game. Today, companies that integrate innovation with strategies centered…
A solid public relations strategy is today a key pillar for connecting with employees, customers and interest groups, ensuring narrative consistency and protecting reputation in scenarios of uncertainty. The importance of a good public relations strategy in a highly volatile business environment. The pandemic accelerated a profound shift in how…
A practical guide for executives seeking to secure media coverage, message clarity and corporate reputation in leveraged buyout operations. Public relations strategy for LBOs: the essentials from the very first moment. Public relations strategy for LBOs has become a decisive component for companies going through leveraged buyout processes.…
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