What Newlink Group does

Newlink Group is a privately held engagement consultancy founded in 1998 by Sergio Roitberg in Miami Beach, Florida, and operating from seven offices across six countries (USA, Mexico, Dominican Republic, Peru, Argentina, Spain, and Italy) with reportedly 200+ Americas-based employees (English source) or 700+ worldwide employees (Spanish source). The firm organizes its practice around three engagement dimensions — Brand, Reputation, and Culture — delivering tailor-made consulting, creative, digital, events, PR, public affairs, and social-media programs to enterprise and government clients across industries including financial services, technology, healthcare, F&B, tourism, telecommunications, mining, and nonprofits; named clients include Citi, Novartis, Cisco, Uber, UNICEF, Medtronic, Coca-Cola, Gatorade, MINI, Longines, Mahou San Miguel, WeWork, SoftBank, and Paramount/ViacomCBS.

Newlink's underlying intellectual property consists of two proprietary assets: (i) Orbital Thinking, a stakeholder-engagement methodology that treats audiences as empowered actors rather than passive targets, codified into frameworks such as Orbital Strategy and the Cultural Evolution Model; and (ii) the AI-powered Newlink Reputation Index, a diagnostic tool that quantifies reputation across six drivers (Workplace, Behavior, Sustainability, Leadership, Performance, Products & Services). The firm executes these methodologies through defined service programs — Brand ID, Brand Evolution, Brand Relevance, and Brand Link under Brand; Ongoing Reputation Management, Crisis Management, Crisis Preparedness, Issues Management, Voz Ciudadana, and Purpose-driven Leadership under Reputation; and Cultural Evolution, Employee Engagement, and Employer Branding under Culture.

Revenue is generated through project-based and retainer consulting mandates typical of professional services, delivered through direct client engagements and through FCB Newlink, the entity formed by the 2023 merger of FCB Mexico with Newlink that operates inside the FCB Global Network. The group has expanded via acquisition and integration of Both (a culture consultancy founded in 2000 by Cristina Salvador) and Globally (a brand-experiences firm acquired in 2018 to anchor Spain), and remains founder-controlled with no disclosed external equity, debt, or IPO.

Name

Newlink Group

Legal name

Newlink

Website

https://newlink-group.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Newlink Group is a privately held engagement consultancy, founded in 1998 in Miami and operating from seven offices across six countries, that delivers brand, reputation, and culture consulting services to enterprise and government clients globally through its proprietary Orbital Thinking methodology and AI-powered Reputation Index.

Ownership category

akta.pro rank

Product category

Engagement Consulting Services

NAICS

Management Consulting Services (54161), Advertising, Public Relations, and Related Services (5418), Human Resources Consulting Services (541612), Public Relations Agencies (541820)

SIC

Services-Management Consulting Services (8742), Services-Advertising (7310), Services-Management Services (8741)

akta.pro primary industry

Organization Design & Change Management Consulting (BPAHACAD)

akta.pro secondary industries

Thought Leadership & Executive Visibility (BPAFADAG), Naming & Verbal Identity (BPAFAEAB)

Keywords

• Engagement consulting
• Brand strategy services
• Reputation management
• Crisis communications
• Public relations consulting

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Consulting Services: Newlink generates revenue through engagement consultancy engagements including strategy, cultural transformation, brand management, and reputation management programs. These are typically project-based or retainer mandates tailored per client. The firm operates across Brand, Reputation, and Culture dimensions with tailor-made programs drawing on talent, tools, and processes.
2. Creative & Production Services: Services include creative and production capabilities, digital marketing campaigns, events and lifestyle marketing, influencer marketing, and content creation. Revenue is generated through campaign development and execution mandates, often tied to measurable outcomes such as media value, reach, and engagement metrics.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Newlink Group is an engagement consultancy firm that partners with enterprises and organizations to protect, manage, and drive their brand, reputation, and culture. Service programs are organized across three dimensions: Brand (identity, evolution, relevance, activation), Reputation (ongoing management, crisis management, preparedness, issues management, citizen voice, purpose-driven leadership), and Culture (cultural evolution, employee engagement, employer branding). Engagements are delivered through proprietary methodologies including Orbital Thinking and the AI-powered Newlink Reputation Index, as project-based or retainer consulting mandates across the Americas, Spain, and Italy.

Product overview

Newlink Group is an engagement consultancy firm organized around three core dimensions: Brand (encompassing Brand ID, Brand Evolution, Brand Relevance, and Brand Link programs), Reputation (including Ongoing Reputation Management, Crisis Management, Crisis Preparedness, Issues Management, Voz Ciudadana, and Purpose-driven Leadership), and Culture (comprising Cultural Evolution, Employee Engagement, and Employer Branding). The firm operates proprietary methodologies including Orbital Thinking (a stakeholder engagement philosophy) and the Newlink Reputation Index (an AI-powered diagnostic tool). Their offering is structured as professional consulting service programs rather than a software platform or SaaS product.

Differentiator

Problem solved

Functional benefit

Brands

• Both. People & Comms: Culture and corporate communication division of Newlink Group, specializing in cultural transformation, internal communication, and crisis communication. Founded by Cristina Salvador in 2000 and integrated into Newlink Group.

Products and services

• Ongoing Reputation Management A program that manages reputation as a financial asset, continuously evaluating six key drivers (Workplace, Behavior, Sustainability, Leadership, Performance, Products/Services) using the Newlink Reputation Index to diagnose, plan, and execute strategic actions for organizations navigating changing environments.
• Crisis Management A real-time crisis management and mitigation program that implements agile and controlled response protocols to protect organizational assets and ensure business continuity for enterprise and government clients during critical situations.
• Crisis Preparedness A proactive program that implements predictability and develops contingency protocols, including stakeholder mapping and activation triggers, to help organizations anticipate and mitigate potential crises before they escalate.
• Issues Management A program that transforms risks into opportunities through continuous diagnosis of vulnerabilities, developing strategies and action plans to monitor and anticipate situation evolution while mitigating risks for client organizations.
• Voz Ciudadana (Citizen's Voice) A program that evolves the traditional brand-to-consumer communication model to generate organic conversations and amplify authentic messages through audience segmentation and strategic content distribution without artificial amplification, for enterprise and public sector clients.
• Purpose-driven Leadership A leadership transformation program that builds an engagement platform based on Shared Purpose, guiding leaders in developing skills and ensuring behavioral coherence across all touchpoints to align executive reputation with organizational reputation.
• Brand ID A brand identity development program that creates a new brand's identity system from scratch, defining attitude, voice, and desired world impact through strategic assets and defined personality for enterprise clients.
• Brand Evolution A program addressing the evolution of existing brands, adapting them to changing audience expectations through comprehensive strategic updates including visual identity and positioning for organizations seeking relevance.
• Brand Relevance An iterative brand relevance program that identifies key insights to connect with consumer needs, designs emotional storytelling, and ensures interactions occur where, how, and when they matter to build conscious and adaptive brands.
• Brand Link A brand activation program that moves from strategic design to turnkey executions, understanding Consumer Journeys to create detailed activation plans and measurable experiences for client organizations.
• Cultural Evolution A cultural transformation program using a proprietary four-phase (integration, alignment, awareness, activation) and seven-lever methodology that guides leaders and employees through articulating strategy and purpose to create a unique culture oriented toward both business and people outcomes.
• Employee Engagement A program designed to strengthen the emotional bond with employees throughout their organizational journey across four dimensions (Feel Valued, Feel Acknowledged, Feel Empowered, Feel Inspired), generating belonging and purpose to create inspired teams that become the company's main engagers.
• Employer Branding A talent attraction and retention program that defines an Employee Value Proposition (EVP) to position organizations as employers of choice and generate authentic connection with candidates and employees across the recruitment journey.
• Newlink Engagement Consulting (Brand, Reputation, Culture Programs) Tailor-made consulting solutions drawing on talent, tools, and processes to drive engagement across three dimensions: Brand (conscious and adaptive brand building), Reputation (sustainable trust management as a financial asset), and Culture (organizational culture strengthening and evolution). Programs are delivered as project-based or retainer consulting mandates across the Americas, Spain, and Italy.

Quantifiable outcome

• Laureus Sports Awards campaign: €40M media value, 428 million visibility, 1,500+ publications generated
• +6 more outcomes

Named customers23 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• FCB Global Network / FCB MexicocoreStrategic or Co-development Partner · 1 January 2023In 2023, Eric Descombes led the merger of FCB Mexico with Newlink, creating FCB Newlink — one of the most influential consultancies in communication, brand, reputation, and organizational culture. FCB Newlink operates within the FCB Global Network, combining Newlink's engagement consulting with FCB's global creative capabilities.
• FCB México (part of FCB Global Network)coreChannel Partner/ Reseller/ DistributorFCB México is part of FCB Global Network. Newlink maintains a partnership/affiliation with FCB México, operating as FCB Newlink for the Mexican market, combining Newlink's engagement consulting with FCB's global creative network.
• The Coca-Cola System / Bepensa DominicanaminorStrategic or Co-development PartnerNewlink partnered with the Coca-Cola System (The Coca-Cola Company and bottler Bepensa Dominicana) to execute the 'Emprendamos Juntos con Coca-Cola' program supporting small business owners in the Dominican Republic.
• Ministerio de Industria, Comercio y Mipymes (MICM) - Dominican RepublicminorStrategic or Co-development PartnerThe MICM partnered with the Coca-Cola System and Newlink on the 'Emprendamos Juntos' program as part of a public-private collaboration to strengthen small business capabilities.
• PUCMM, INTEC, Fundación Banco Adopem, Junior Achievement DominicanaminorStrategic or Co-development PartnerAcademic and social institutions partnered with Newlink and the Coca-Cola System to develop and implement training content for the Emprendamos Juntos program covering store management, financial health, marketing, biosecurity, and digital skills.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Edelman: World's largest privately held PR firm with a global footprint and the Edelman Trust Barometer as a flagship thought-leadership asset. Comparable in providing enterprise reputation and brand work; serves as the global category leader Newlink competes against in most multi-region RFPs.
• Ogilvy PR: WPP-owned global communications network spanning advertising, PR, and social. Overlaps with Newlink on enterprise brand, reputation, and culture engagements; broader scale and integrated media capabilities position it as a global holding-company counterpart.
• FleishmanHillard: Omnicom-owned global PR and integrated communications agency. Comparable in delivering reputation management, public affairs, and brand work for enterprise clients; broader geographic reach and larger talent bench make it a direct overlap in target-account RFPs.
• Weber Shandwick: IPG-owned global communications agency with strengths in earned media, brand purpose, and social impact work. Overlaps with Newlink on enterprise reputation and brand strategy engagements, and competes for similar multinational mandates across the Americas and Europe.
• J. Walter Thompson (Wunderman Thompson): WPP-owned global advertising and brand-building agency with deep LATAM and US presence. Given Newlink's Global Chief Growth Officer Gustavo Martínez was previously JWT Worldwide President, the firm is a natural ex-talent connection and a comparable competitor for integrated brand mandates.
• Hill+Knowlton: WPP-owned global communications consultancy providing public relations, crisis, and public affairs services worldwide. Comparable in offering integrated reputation and public-affairs work for multinationals, but at substantially larger scale and geographic reach than Newlink.
• McCann Worldgroup: IPG-owned global integrated marketing network delivering brand strategy, creative, and content services. Comparable in marketing and brand consulting services for multinational clients; named employer of Newlink's Global CGO, indicating talent-flow and competitive overlap.
• Burson Cohn & Wolfe (BCW): Global communications agency formed from the merger of Burson-Marsteller and Cohn & Wolfe. Operates FCB's sister network (BCW), making it the closest network-side analog to Newlink's FCB Newlink positioning in integrated communications for multinational brands.

Direct peers

• Kreab: Stockholm-founded strategic communications consultancy with strong operations in Europe and Latin America. Comparable to Newlink in offering reputation, public affairs, and financial communications to enterprises and institutions, with a similar boutique-to-mid-size profile and cross-Atlantic presence.
• Llorente y Cuenca (LLYC): Madrid-headquartered communications and engagement consultancy with deep LATAM presence. Most directly comparable peer: similar multi-country Iberian/LATAM footprint, integrated brand/reputation/public affairs offer, and a comparable 'consultancy + creative' positioning targeting enterprise and public-sector clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/newlinkgroup
• Facebookfacebook.com/newlinkgroup
• LinkedInlinkedin.com/company/120503

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Newlink Group