Villafañe & Asociados

What Villafañe & Asociados does

Villafañe & Asociados Consultores S.L. is a Madrid-headquartered consultancy founded in 1999 by Professor Justo Villafañe of Universidad Complutense de Madrid, specializing in the measurement, evaluation, and management of corporate reputation and other business intangibles. It serves large enterprises, IBEX 35 companies, and financial institutions across Spain, the United Kingdom, Peru, Mexico, Chile, and the Dominican Republic. Its offering rests on a suite of registered proprietary methodologies and digital platforms — PERCO (strategic reputation planning), CMR (multistakeholder reputation dashboard), Prolíder (leadership reputation program since 2005), Key Monitor (digital recognition management), Syrah ODS (sustainability dashboard), and Reputation Living Lab (real-time active listening) — augmented in 2024 by AI-powered Predictive Consultation Solutions (SCP) for reputational risk.

The firm monetizes primarily through multi-year professional services engagements (consulting, diagnostics, expert witness reports, governance audits under the IRBG methodology) complemented by a recurring subscription component via the Key Monitor platform. Named clients include Banco Santander, Telefónica, Iberdrola, Repsol, Mercadona, FCC, Bankinter, Mutua Madrileña, Acciona, and Heineken. Go-to-market is enterprise field sales, with strategic distribution via partnerships such as Corporate Excellence, Universidad Complutense de Madrid, T-Systems, FMRE, and DIRSE. On 19 February 2024, Villafañe was acquired by Roman, one of Spain's leading communication consultancies; the firm retains its brand identity and methodologies while operating within Roman's larger commercial footprint, with Managing Director Sebastián Cebrián joining Roman's Management Committee as Director of Reputation Research & Analytics.

Name

Villafañe & Asociados

Legal name

Villafañe & Asociados Consultores S.L.

Website

https://villafane.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Villafañe & Asociados is a Madrid-based boutique consultancy, founded in 1999, that measures and manages corporate reputation and intangibles for IBEX 35 enterprises and financial institutions across Spain, the UK, and Latin America using proprietary methodologies such as PERCO, CMR, and Key Monitor.

Ownership category

akta.pro rank

Product category

Corporate Reputation Consulting

NAICS

Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Strategy & Corporate Development Consulting (BPAHACAA)

akta.pro secondary industry

Corporate Strategy Advisory (BPAHADAA)

Keywords

• Corporate reputation consulting
• Strategic communication advisory
• Reputation management services
• Corporate governance advisory
• Stakeholder relations consulting

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Reputation Consulting Services: Professional consulting services for corporate reputation measurement, evaluation, and integral management. Includes strategic planning, stakeholder management, and reputation diagnostics.
2. Key Monitor Platform Subscription: Digital platform services for monitoring and managing participation in reputation rankings, awards and monitors. Contracted separately with expert validation.
3. ESG and Sustainability Consulting: Sustainability and ESG integration services including Syrah dashboard implementation and ODS material analysis

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Villafañe & Asociados is a strategic consulting firm founded in 1999 that specializes in corporate reputation management. The firm helps large enterprises, IBEX 35 companies, and financial institutions build, measure, and protect their corporate reputation through proprietary methodologies (such as PERCO) and advisory services. It also operates digital reputation intelligence platforms and offers communication, public affairs, and corporate governance advisory services.

Product overview

Villafañe & Asociados is a consulting firm offering a comprehensive suite of corporate reputation management services and proprietary methodologies. The core offering centers on the PERCO strategic planning methodology, the Cuadro de Mando de Reputación (CMR) monitoring dashboard, and reputation diagnostics. Key proprietary platforms include Key Monitor for award and ranking management, and Syrah for sustainability/ODS reporting. The firm also provides specialized services including Prolíder leadership programs, reputational risk management, expert witness reports, and Reputation Living Lab research capabilities. Complementary service offerings span corporate, financial, internal, and digital communication; public affairs; brand and influence; and purpose consulting, all delivered through a team of specialized consultants. Since 2024, Villafañe has been part of Roman, enhancing its service delivery through additional synergies.

Differentiator

Problem solved

Functional benefit

Brands

• Key Monitor: Digital platform for evaluating and managing reputational recognition — awards, rankings, indices, and associations globally. Developed by Villafañe with Corporate Excellence.
• Prolider
• PERCO (Plan Estratégico de Reputación Corporativa)
• CMR (Cuadro de Mando de Reputación)
• Reputation Living Lab (RLL)
• Reputation Roadshow
• Syrah (Cuadro de Mando de ODS)
• IRBG (Índice Reputacional de Buen Gobierno)

Products and services

• Corporate Reputation Consulting (PERCO)
• Diagnóstico Reputacional
• Gestión de Riesgos Reputacionales
• Informes Periciales de Impacto Reputacional
• Prolíder
• Auditoría en Buen Gobierno Corporativo
• Key Monitor
• Comunicación Corporativa
• Comunicación Financiera
• Public Affairs

Quantifiable outcome

• Multistakeholder, multifont, multivariable reputation diagnostics
• +2 more outcomes

Named customers12 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 capability1 record

Feature7 records

Partnerships

Eight partnerships are on record, tiered major, core and minor.

• Foro de Marcas Renombradas Españolas (FMRE)majorStrategic or Co-development Partner · 4 September 2025Agreement signed to collaborate in analyzing the reputation of FMRE member brands. Villafañe provides expertise in brand reputation measurement and management.
• RomancoreStrategic or Co-development Partner · 19 February 2024Roman acquired Villafañe & Asociados in February 2024. Sebastián Cebrián assumed Direction of Reputation Research & Analytics at Roman and joined its Steering Committee. Villafañe maintains its brand identity while gaining synergies and economies of scale through Roman.
• Centre for Reputation Leadership (Corporate Excellence)coreStrategic or Co-development PartnerVillafañe is partner of Corporate Excellence, an action tank for reputation management, brand, and communication. Jointly developed Key Monitor platform and collaborate on research reports including Approaching the Future.
• T-SystemsmajorStrategic or Co-development PartnerT-Systems and Villafañe partnered to drive sustainability as a business driver through Syrah implementation. Syrah integrates sustainability commitment tracking across global operations.
• Universidad Complutense de MadridmajorStrategic or Co-development PartnerVillafañe is strategic partner of the Master's in Reputation and Business Intangibles in the Digital Era at UCM. The firm participated in the program's design and faculty alongside academics and recognized professionals.
• DIRSEminorStrategic or Co-development PartnerCollaborated to present ASG Management Toolkit for comprehensive recognition management in monitors worldwide, as a business driver.
• VenkaminorStrategic or Co-development PartnerTechnical collaboration for Dominican banking reputation study survey development. Venka provided market research expertise for the study.
• La Casa de CarlotaminorOthersExceptional design studio that has revolutionized design and branding world. Provides innovative, creative design solutions for Villafañe client products and services.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• LLYC (Llorente & Cuenca): Leading Spanish-language communications and corporate affairs consultancy headquartered in Madrid with deep LATAM presence. Directly comparable to Villafañe in client base (large Spanish/LATAM corporates), service portfolio (corporate communication, public affairs, ESG), and geographic footprint.
• Roman (parent company): One of Spain's leading communications consultancies that acquired Villafañe in February 2024. Offers overlapping corporate communication, public affairs, and ESG services to Spanish enterprises; now Villafañe's parent while retaining overlapping service lines.
• Reputation Institute (RepTrak Company): Global reputation measurement specialist operating the RepTrak framework for corporate reputation benchmarking. Directly comparable in offering standardized, multi-stakeholder reputation diagnostics and rankings, though at global rather than regional scale.
• Corporate Excellence – Centre for Reputation Leadership: Action tank for reputation management, brand, and communication co-developing Key Monitor and joint research with Villafañe. Operates adjacent services in reputation thought leadership, research, and rankings for Spanish and LATAM corporates.

Regional players

• Tinkle: Spanish communications and public affairs consultancy offering corporate communication, public affairs, and brand services. Comparable boutique position in the Spanish market but with less specialization in reputation measurement methodology than Villafañe.

Broad incumbents

• Ipsos (Reputation & CSR): Global market research firm with dedicated reputation, public affairs, and CSR research capabilities. Comparable on reputation measurement methodology and stakeholder research, scaled across global markets.
• BCW (Burson Cohn & Wolfe): Global communications group offering corporate affairs, public relations, and reputation advisory. Overlaps with Villafañe's communications, ESG, and leadership positioning work, but as a much larger diversified agency.
• Kantar (Reputation Division): Global research and insights group with a reputation advisory practice serving multinationals. Comparable in providing quantitative reputation measurement and stakeholder diagnostics, but as part of a broader research portfolio rather than a specialist.
• Edelman (Edelman Trust Barometer): Global communications and public relations firm with a long-running Trust Barometer reputation research franchise. Comparable as a scaled incumbent offering reputation measurement, corporate affairs, and ESG advisory across many more geographies than Villafañe.

Others

• GfK (Audience & Reputation Research): Global market intelligence firm providing consumer and stakeholder research that complements corporate reputation programs. Comparable as an ecosystem research provider rather than a direct reputation consultant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/villafaneyasoc
• LinkedInlinkedin.com/company/villafane/?originalSubdomain=es

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Villafañe & Asociados