MARCO redefines its structure to prepare for expected growth from 20 to 100 million euros in five years

MARCO, the agency specialised in brand building and reputation management, announces the adaptation of its management structure in response to its continued expansion process. The growth plan outlined by MARCO Group includes the planned IPO on Euronext by the end of the year as one of its main milestones. Noelia Cruzado and Diana Vall, who until now held the positions of Managing Directors for the Reputation and Brand areas respectively, reinforce their executive leadership and are named co-CEOs. The evolution of both managers, who began their careers in the consulting firm as juniors 20 and 18 years ago respectively, has been parallel to that of the agency itself. Consequently, Didier Lagae, MARCO’s Founder and CEO to date, will become Executive Chairman of the Group and will focus on the continued international expansion of the consultancy, as well as acquisitions and the preparation of the planned IPO. In addition, Lagae will continue to be involved in key multi-market and multi-service accounts for the Brand and Reputation areas, such as the World Avocado Organization (WAO) and the European Patent Office (EPO). In addition, Didier Lagae will focus on the development of culture and talent within the agency, both key elements of MARCO’s successful track record to date.

Noelia Cruzado holds a degree in Audiovisual Communication from the Universitat Autònoma de Barcelona and a Master’s degree in Business Communication from ESIC Business & Marketing School. She has been part of the MARCO family since 2003 and started out as the head of the Corporate department for the agency’s technology and health accounts. In recent years, she has been Managing Director of MARCO for the Reputation Management area, in addition to being a Partner at the agency. She has extensive experience in the design and implementation of communication campaigns, the control and supervision of communication plans and quality control, and the training of spokespersons and crisis management.

Diana Vall holds a degree in Advertising & PR from the University of Barcelona and a postgraduate degree in Strategic Planning of Business Communication from the Ramón Llull University in Barcelona. Diana joined MARCO in 2006 and has been responsible for the Consumer and Lifestyle department for most of her career. In recent years, she has been Managing Director of MARCO for the Brand Building area, as well as a Partner at the agency. Diana has extensive experience in strategic planning, product and brand communication, public affairs, CSR, crisis management and influencer marketing, as well as events organisation and development.

MARCO is an expert in game changers, brand positioning and in the creation of Country Brand creation, and both executives have been key to achieve this. From the agency’s beginnings, both Noelia and Diana have worked on the launch of several brands that revolutionised their sectors and even the way of consuming, such as the concept of online dating with Match.com, of booking a hotel with Hotels.com, or of ordering a taxi from a mobile device with MyTaxi (now Free Now). More recently, both led the Brand Building and Reputation Management services for the arrival of the online consumption and streaming revolution with Netflix, Audible, DAZN and Prime Video. Similarly, Noelia and Diana are experts in the areas of Doing Business and Doing Tourism, respectively, in the creation of Country Brand.

In the words of Didier Lagae, Founder and Executive Chairman of MARCO: “In 2023, our growth plan has one of its major turning points, with several remarkable milestones. I am proud to have my two right-hand women, Noelia Cruzado and Diana Vall, become the new CEOs of the agency, who have been with MARCO since they started out as juniors. Personally, as Executive Chairman I will continue to be involved in some multi-service and multi-market clients, the agency’s culture and the career development of our talent, in addition to focusing on the IPO and subsequent non-organic expansion through acquisitions”.

Noelia Cruzado, new co-CEO of MARCO Reputation, stated that “we have the ambitious goal of reaching a global revenue of 100 million euros in the next five years. This growth will be guided by our international vision and specialisation, which sets us apart as one of the leading expert agencies in European Affairs, ratifying our reputation management services during a time where it is more necessary than ever to connect and generate engagement, both with consumers and stakeholders”.

Finally, Diana Vall, the new co-CEO of MARCO Brand, emphasised that “MARCO’s vision of growth in the coming years is based on its ability to carry out differentiated campaigns in the area of Brand Building. Creativity, which has been one of the core values of the agency since its inception, is now a strategic asset in our campaigns, integrating perfectly into the mix of 360 multi-market services”.

The new co-CEOs will go on to lead the agency, which currently has 17 offices in four continents, with more than 20 business units and encompasses nearly 200 consultants of more than 25 different nationalities. In this way, the MARCO Group is proud to be a company led by women, taking a new step in its strategy of continued expansion.