Propaga

What Propaga does

Propaga (legal name: Publicidad Hedatu S.L.U.) is a privately held, full-service advertising agency headquartered at Alameda del Boulevard 7 in Donostia-San Sebastián, Gipuzkoa, Spain. The firm has been operating since at least 1982 per firmographic records (with its ISO 9001 quality management system certified by Bureau Veritas continuously since 2001), and operates with a small team of approximately six named professionals covering media planning, creative design, digital marketing, and administration. Its primary client base is the public administration of the Basque Country, including multiple departments of the Gobierno Vasco (Educación, Seguridad, Planificación Territorial, Trabajo y Empleo), the municipality of Donostia-San Sebastián, the Basque public health service Osakidetza, and the gender equality agency Emakunde; secondary clients include regional retailers and automotive dealerships such as Centro Comercial Mendibil and Autowag.

The agency's offering comprises four integrated service lines: (1) media planning and buying across offline channels (press, television, radio, outdoor, transit) and digital channels (Google, Facebook, Twitter, YouTube, Instagram, LinkedIn); (2) digital marketing and social media campaign management; (3) advisory and processing services for official gazette advertising in BOE, BORME, BOPV, and BOG; and (4) an in-house creative design studio producing campaign artwork, corporate identity materials, brochures, catalogs, signage, and stand design. Technically, Propaga operates without proprietary platforms, using WordPress for its website, Guebs.com for hosting, Google Analytics for web analytics, and Google programmatic tools for ad buying. The site and team operate bilingually in Spanish and Basque (Euskera), a meaningful differentiator in its regional market.

Revenue is generated through professional-services fees for campaign design, media planning, media purchasing, and official gazette advisory work, with no public pricing, no productized offerings, and no self-serve channel. Distribution is entirely direct: enterprise field sales and dedicated account management, primarily through Virginia Láinez (Gerente) for major accounts, with website and phone-based lead capture for inbound inquiries. Campaigns have been executed across the Basque Country, Navarra, and southwestern France, but the firm has no global footprint, no disclosed funding, no M&A activity, and no external investors.

Name

Propaga

Legal name

Publicidad Hedatu, S.L.U.

Website

https://propaga.net

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Propaga is a small, full-service advertising agency in Donostia-San Sebastián, Spain, providing media planning, digital marketing, creative design, and official gazette advertising services primarily to Basque Country public-sector clients and select regional private businesses.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418)

SIC

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

akta.pro primary industry

Paid Social Media Buying (MPAAABAD)

akta.pro secondary industries

Public Service Announcements (PSAs) (MPADAEAL), Nonprofit & Cause Communications (BPAFADAK), Paid Social Media Buying (BPAFABAD)

Keywords

• Media planning services
• Advertising agency
• Digital marketing services
• Creative design studio
• Official gazette advertising

Headquarters

HQ city

Donostia-san Sebastián

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: Propaga earns revenue by planning and purchasing advertising space across offline media (press, television, radio, outdoor) and digital media (Google, Facebook, Twitter, YouTube, Instagram, LinkedIn) on behalf of clients. The agency acts as an intermediary between media outlets and advertisers, designing campaigns to maximize coverage and return.
2. Creative Design and Adaptation Services: Propaga provides in-house creative design services for campaigns, including materials for press, radio, television, outdoor and internet, corporate identity manuals, brochures, catalogs, posters, and stand design. This is bundled with or sold alongside media planning services.
3. Official Gazette Advertising Services: Propaga offers advisory and processing services for publishing official announcements in national, regional, and provincial gazettes (BOE, BORME, BOPV, BOG). Fees are charged for the advisory, preparation, and submission of legal notices to official publications.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Propaga is a full-service advertising agency that plans and purchases advertising space across offline (press, television, radio, outdoor, transport) and digital media (Google, Facebook, Twitter, YouTube, Instagram, LinkedIn) on behalf of clients. It also provides in-house creative design and adaptation, web design, social media management, and advisory/processing services for publishing official announcements in national, regional, and provincial gazettes (BOE, BORME, BOPV, BOG).

Product overview

Propaga is a full-service advertising agency offering an integrated portfolio of four core service lines: (1) Planificación y compra de medios (media planning and buying) as the primary service connecting media outlets with advertisers; (2) Marketing digital (digital marketing) for programmatic campaigns on digital platforms and social media; (3) Anuncios en Boletines Oficiales (official gazette advertising) for legal and official announcements; and (4) Estudio de diseño (design studio) providing in-house creative capabilities for campaign materials and corporate identity. The agency has operated since 2001 with ISO 9001 quality certification from Bureau Veritas, serving clients primarily in the Basque Country region.

Differentiator

Problem solved

Functional benefit

Products and services

• Planificación y compra de medios (Media Planning and Buying) Core media planning and buying service that connects advertisers with offline media (press, television, radio, outdoor, transport) and digital channels, designing campaigns to maximize return and coverage.
• Marketing digital (Digital Marketing)
• Anuncios en Boletines Oficiales (Official Gazette Advertising)
• Estudio de diseño (Design Studio)

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Google (Adwords, Display, YouTube)coreTechnology or IntegrationPropaga utilizes Google's advertising platforms (Adwords, Display Network, YouTube) as programmatic ad buying platforms to run client campaigns on digital media. These are core tools for the agency's digital marketing service offerings.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• TBWA\Spain: TBWA's Spanish operations providing creative, media, and brand strategy. Comparable in full-service agency offering and in overlap on public-sector and brand campaign work, though at national scale.
• DDB Spain: DDB Worldwide's Spanish operations offering creative advertising, media, and digital services. Comparable to Propaga in its integrated creative + media + digital offering, but at significantly greater scale.
• BBDO Spain: BBDO Worldwide's Spanish operations offering full-service advertising and media services. Comparable to Propaga in service mix (creative, media, digital) and in serving large brand and public-sector clients, but with much greater scale and geographic reach.
• Grey Spain: Grey Group's Spanish operations providing advertising, media planning, and digital services. Comparable to Propaga in service mix (creative, media, digital) but with broader geographic reach across Spain.
• Publicis Spain: Publicis Groupe's Spanish office covering advertising, media, digital, and creative services. Comparable to Propaga's full-service agency model but serving national and multinational clients with broader geographic reach.
• McCann Spain: McCann Worldgroup's Spanish operations providing advertising, media, and PR services. Overlaps with Propaga across creative campaign design, media planning, and public-sector brand work at significantly larger national scale.
• Havas Spain: Havas Group's Spanish operations providing creative, media, and digital services. Comparable to Propaga across integrated advertising services, but at a national and international scale with broader media-network capabilities.
• Ogilvy Spain: Spanish operations of Ogilvy (WPP), offering full-service advertising, media planning/buying, digital, and creative across Spain. Directly comparable to Propaga in service scope (media planning, creative, digital) but operating at a national scale with much larger brand and government clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/propagahedatu

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Propaga