What Madison does

TELECYL S.A., commercially operating as Madison (also styled Madison MK), is a Spain-based customer experience (CX), business process outsourcing (BPO), and marketing services group headquartered in Madrid with a registered office in Valladolid. Founded in 1992, the company is organized into six business units: Agency (creative and advertising services), BPO Contact Center (outsourced customer service operations), CX/Insights & Analytics (market research, surveys, and customer analytics), Sports Marketing (sponsorship activation and event marketing), Digitel TS (digital telecommunications services), and GESDECO (commercial/residential services). The group serves enterprise clients across 47+ countries, with named relationships including BMW, Telefónica, Yoigo, Endesa, Mahou, Decathlon, Atlético de Madrid, and iryo, and conducts approximately 3 million surveys annually through its CX/Insights unit.

Madison's technology stack integrates applied AI capabilities spanning natural language processing (NLP), computer vision, predictive analytics, robotic process automation (RPA), and generative AI, deployed across both client-facing analytics products and internal contact-center automation. The group holds several quality certifications relevant to enterprise and public-sector buyers, including ISO 9001, ISO 14001, ISO 20252 (market, opinion, and social research quality), and Spain's National Security Framework (ENS) certification, which positions Madison for regulated and public-sector contracts in the Iberian market. The company employs between 1,001 and 5,000 staff and operates as a privately held entity.

The business model is service-fee-based, combining multi-year enterprise BPO and contact-center contracts, project-based creative and sports marketing engagements, recurring CX/analytics subscriptions, and operational telecommunications revenue. Revenue is generated primarily through Spanish and EMEA enterprise relationships, with the BPO Contact Center and CX/Insights verticals likely representing the largest revenue contributors given headcount intensity and survey volumes. In 2025, the group expanded into Travel & Tourism as a new vertical and launched AI Transactional Agents, signaling a shift toward productized AI offerings layered on top of its services base.

Name

Madison

Legal name

TELECYL. S.A.

Website

https://madisonmk.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

TELECYL S.A. (Madison) is a Spanish CX, BPO, and marketing services group operating across 47+ countries through six business units, serving enterprise clients including BMW, Telefónica, and Atlético de Madrid with integrated AI-enabled contact center, analytics, and creative services.

Ownership category

akta.pro rank

Product category

Marketing and Business Process Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Convention and Trade Show Organizers (56192)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Executive Summits & Invitation-Only Forums (MPAGAGAK)

Keywords

• Marketing services
• Contact center outsourcing
• Customer experience analytics
• Sports marketing
• Digital trust services

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agency Services: Events, marketing campaigns, communication, digital marketing, influencer marketing, and branding services for enterprise clients. Deliverables include corporate events, congresses, experiential marketing, BTL advertising, sponsorship activations, 360-degree strategies, web development, content marketing, social media, SEO, paid media, and communication consulting.
2. BPO Contact Center: Customer care, commercial services, debt management, and backoffice services delivered through omnichannel operations with AI and automation capabilities. Services span telemarketing, customer service, sales support, debt collection, and administrative processes across multiple sectors.
3. CX, Insights & Analytics: Customer experience strategy, employee experience, customer journey design, market research, analytics, and international field services. Includes voice of customer programs, text analytics, customer clustering, predictive modeling, and global fieldwork across 47+ countries with approximately 3 million surveys annually.
4. Sports Marketing: Comprehensive sports marketing including sponsorship consulting, 360-degree sports events (professional and amateur), corporate sports events, and sports digital products. Owns and operates properties like the Valladolid Premier Padel tournament, 3x3 basketball circuits, and beach volleyball circuits.
5. Digital Agency: Digital solutions including web/ecommerce development, SEO, paid media, marketing automation, email marketing, social listening, analytics dashboards, and app development. Also offers Kit Digital digitalization services for SMEs in Spain.
6. Gesdeco Training & Development: Professional development, customized training programs, catalogued training, and talent development services for corporate clients.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Madison is an international marketing and business solutions group operating across six business units: Agency (events, BTL marketing, communication, digital marketing, influencer marketing, branding), BPO Contact Center (customer care, commercial services, debt management, back-office operations with omnichannel and AI capabilities), CX Insights & Analytics (customer experience strategy, employee experience, market research, predictive analytics), Sports Marketing (sponsorship consulting, sports events, owned event properties), Digitel TS (digital identity, electronic contracting, certified communication, blockchain/DLT services), and GESDECO (corporate training and talent development). The company serves enterprise clients and public administrations across more than 47 countries.

Product overview

MADISON is an international marketing and business solutions group with 6 distinct business units operating across more than 47 countries. The portfolio includes MADISON Agency (events, marketing, communication), MADISON BPO Contact Center (customer care, sales, debt management, back-office with AI), MADISON CX, Insights & Analytics (customer/employee experience, market research, analytics), MADISON Sports Marketing (sports events, sponsorship, padel circuits), MADISON Digital Agency (digital marketing, web, SEO, apps), Digitel TS (digital trust, identity, blockchain), and GESDECO (training). The units share capabilities in AI/ML including NLP, computer vision, predictive analytics, and process automation to deliver customer-centric solutions across all services.

Differentiator

Problem solved

Functional benefit

Brands

• MADISON Agency: Events, marketing, and communication services including experiential marketing, BTL advertising, digital marketing, influencer marketing, and branding.
• MADISON BPO Contact Center
• MADISON CX, Insights & Analytics
• MADISON Digital Agency
• MADISON Sports Marketing
• Digitel TS
• GESDECO
• Insight by Madison
• Fieldwork World Services by MADISON
• MADISON Travel & Tourism
• MADXChange
• conClic
• Padel&Padel

Products and services

• MADISON Agency

Quantifiable outcome

• Valladolid Premier Padel tournament generates over 3 million euros in economic return for the city
• +2 more outcomes

Named customers25 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature9 records

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Llorente y Cuenca (LLYC): Spanish-headquartered communications, marketing, and public affairs agency with similar multi-vertical enterprise client base across Spain and LATAM. Directly competes with Madison in B2B marketing, corporate communications, and digital services for Spanish enterprise accounts.
• Shackleton: Madrid-based creative advertising and brand experience agency specializing in BTL, events, and integrated campaigns. Closely comparable to Madison's Agency business unit in terms of creative event-driven marketing for Spanish brands.
• Atrevia: Spanish communications and marketing services agency offering corporate communications, events, digital marketing, and stakeholder engagement. Directly comparable to Madison's integrated agency and BTL events offerings for Spanish enterprise clients.
• Eventisimo: Spain-headquartered event agency specializing in corporate events, BTL marketing, and brand experiences. Closely comparable to Madison's Agency and Sports Marketing business units for the Iberian corporate events market.
• Konecta: Spain-headquartered global BPO and customer experience outsourcing company. Directly comparable to Madison's BPO Contact Center business unit, serving similar enterprise clients across multiple verticals with omnichannel customer service and back-office operations.

Broad incumbents

• Havas Group: Global advertising and communications holding company with broad portfolio across creative, media, and health communications. Relevant as the reported acquirer of Madison and as a global incumbent with overlapping service lines at significantly larger scale.
• Publicis Groupe: Global marketing and communications holding company operating across advertising, media, digital, and CX. Competes with Madison for multinational enterprise accounts across Spain and LATAM and offers the kind of integrated global capability Madison aspires to scale into.
• WPP: World's largest advertising holding company with operations across advertising, media investment, public relations, and CX consulting. Competes with Madison for enterprise clients globally and represents the kind of integrated global competitor Madison faces in larger pitches.
• MCI Group: Global events, meetings, and association management company with significant presence in Spain. Comparable to Madison's events and MADXChange conference business while operating at significantly larger international scale.

Emerging players

• Mediaplus (Serviceplan Group): Europe's largest independent agency group offering integrated marketing, digital, and media services with strong presence in Germany and Spain. Comparable as an independent competitor pursuing integrated service offerings at scale similar to Madison's trajectory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/madison_mk
• YouTubeyoutube.com/@MadisonMKExperienceMarketing/featured
• Facebookfacebook.com/madisonmkcom
• LinkedInlinkedin.com/company/madison-mk
• Instagraminstagram.com/madison__mk

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Madison