Divertia Smile Company

What Divertia Smile Company does

Divertia Smile Company, legally DIVERTIA PRODUCCIONES S.L.U, is a Madrid-based B2B professional services firm founded in 2003 that specializes in experiential marketing, live event production, brand communication, artistic talent management, and speaker booking. The company operates as a multi-brand portfolio with four interconnected service lines: Marketing Experiencial, Eventos y Comunicación (core event design and production including conventions, product launches, award ceremonies, trade shows, and brand activations); Advertix (strategic marketing and advertising consulting); Top Conferenciantes (national and international keynote speaker booking); and GF Representación (full-service artist representation covering contract negotiation, intellectual property, sponsorship, and legal advisory). A fifth division, Artistas y Presentadores, books comedians, presenters, magicians, and musicians, while the Divertia On Bike initiative (launched 2020) extends the brand into CSR-themed cycling events.

The company has no proprietary technology platform; its delivery model rests on human creative labor, project management, and curated talent relationships rather than software. Revenue is generated through bespoke, quote-based professional services contracts — typically event production, talent placement, and consulting retainers — with all engagements negotiated directly with clients via consultative field sales. There is no self-serve channel, no standardized pricing, and no recurring subscription revenue. The client base is composed exclusively of large enterprise and mid-market corporations in Spain (with some activity in Mexico/Latin America), spanning banking (Santander, BBVA), sports (Real Madrid), FMCG (Coca-Cola, Mahou, San Miguel), consulting (PwC), insurance (DKV), media (RTVE, Atresmedia), telecom (Movistar), healthcare (Asisa), tourism (OMT), and retail (Fundación Amancio Ortega). GTM is enterprise field sales supported by event-driven lead generation, website portfolio case studies, and direct outreach. The company is privately held, founder-controlled (Guillermo Felices, CEO; Óscar Coto, Director General), with no disclosed institutional investors or external funding.

Name

Divertia Smile Company

Legal name

DIVERTIA PRODUCCIONES S.L.U

Website

https://divertia.es

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Divertia Smile Company is a Madrid-based B2B experiential marketing, events, and brand communication agency serving large enterprise clients in Spain, with integrated talent management, speaker booking, and strategic marketing consulting capabilities.

Ownership category

akta.pro rank

Product category

Experiential Marketing and Event Production Services

NAICS

Advertising Agencies (54181), Public Relations Agencies (54182), Advertising, Public Relations, and Related Services (5418)

SIC

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

akta.pro primary industry

Activation/Experiential Creative Agencies (MPAAAAAO)

akta.pro secondary industries

Event & Experiential PR (Launches, Stunts, Press Events) (MPAAADAM), Creative Concepting & Campaign Development (BPAFAEAD), Exhibition, Retail & Experiential Design (BPAHAKAL), Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH)

Keywords

• Experiential marketing services
• Corporate event production
• Artistic talent management
• Conference speaker booking
• Brand communication 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, Infrastructure

Revenue model

1. Experiential Marketing & Event Production: Divertia designs, scripts, produces, and executes live events and experiential marketing campaigns for corporate clients. Revenue is generated on a project/contract basis, typically through bespoke agreements for conventions, product launches, award ceremonies, trade shows, and corporate events.
2. Artistic & Prescriptor Management: The company manages a roster of comedians, actors, presenters, magicians, and public speakers (through Top Conferenciantes and GF Representación divisions) and places them at client events and campaigns, earning management fees or commissions.
3. Strategic Marketing & Communication Consulting: Through the Advertix division, Divertia provides strategic marketing consulting, including market analysis, brand positioning, communication strategy, and sponsorship design. Revenue is earned through retainer or project-based consulting fees.
4. Speaker & Talent Booking: Top Conferenciantes acts as a booking agent for national and international speakers, coaches, and presenters. The company advises clients on selecting speakers and customizes conferences for corporate events, generating fees per booking.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Divertia Smile Company is a Madrid-based experiential marketing and event production agency that designs, scripts, produces, and executes live events, brand activations, and experiential marketing campaigns for corporate clients. The company also offers strategic marketing consulting (Advertix), conference speaker booking (Top Conferenciantes), and full-service artistic talent management (GF Representación) for comedians, actors, presenters, magicians and public speakers. All services are delivered as bespoke, project-based engagements targeting large enterprise and mid-market clients in Spain.

Product overview

Divertia Smile Company (DIVERTIA PRODUCCIONES S.L.) is a Madrid-based experiential marketing and events agency with over 20 years of experience. The company operates as a multi-brand portfolio offering four interconnected service lines: Marketing Experiencial, Eventos y Comunicación (core event organization and experiential marketing), Advertix (strategic marketing consultancy), Top Conferenciantes (conference speaker booking), and GF Representación (artistic talent management). Additional offerings include Artistas y Presentadores (artist and presenter booking across comedians, actors, magicians, musicians) and Divertia On Bike (social cycling initiative). The company specializes in connecting brands with audiences through experiential events, creative communication strategies, and brand ambassador programs.

Differentiator

Problem solved

Functional benefit

Brands

• Divertia On Bike: A social initiative created in 2020 focused on giving visibility, collaborating, and helping people and foundations with social character through sport, specifically cycling. Operates under values of respect, solidarity, kindness, perseverance, responsibility, friendship, love, and humor.
• Advertix
• Top Conferenciantes
• GF Representación

Products and services

• Marketing Experiencial, Eventos y Comunicación (Experiential Marketing, Events & Communication) End-to-end experiential marketing and event production service for corporate clients, including conventions, product presentations, award ceremonies, institutional events, PR events, showrooms, fairs, street marketing, and sales incentive programs. The service covers event design, scripting, production and execution.
• Advertix Strategic marketing and advertising consulting service that helps companies and brands define, plan, and execute effective strategies to position themselves in the market, connect with customers, and achieve business objectives. Includes market analysis, audience segmentation, brand positioning, communication strategy design, sponsorship optimization, and performance measurement (KPIs and ROI).
• Top Conferenciantes Conference speaker booking platform providing access to national and international keynote speakers, presenters, and coaches across areas including science, technology, sports, personal development, business management, motivation, and leadership. The company advises clients on selecting speakers and customizes conferences for corporate events.
• GF Representación Full-service artistic talent management covering career guidance, contract negotiation, intellectual property management, sponsorship deals, advertising campaign coordination, social media advisory, and legal counsel for represented artists such as comedians, actors, presenters and public speakers.
• Artistas y Presentadores (Artists and Presenters) Talent representation and booking service for comedians, actors, presenters, magicians, and musicians for live performances at corporate events, campaigns, VIP experiences, and brand ambassador programs.

Quantifiable outcome

• 350,000+ spectators drawn across Leo Harlem's 5-season show 'Hasta aquí hemos llegado'
• +2 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor and core.

• OrbeaminorGTM or Marketing PartnerOrbea, a renowned Spanish bicycle manufacturer, partnered with Divertia On Bike to manufacture custom-designed bicycles for the 'Crear. Rodar. Crecer.' (Create. Ride. Grow.) project in collaboration with MIRAR 5.0 and the Škoda Titan Desert Almería 2025. The custom-designed bikes are auctioned to raise funds for social inclusion initiatives.
• ShimanominorGTM or Marketing PartnerShimano is a sponsor of the Divertia On Bike cycling initiative, providing bicycle components for the team's participation in the Škoda Titan Desert Almería 2025 and other cycling events organized to raise funds for charitable causes.
• MIRAR 5.0coreStrategic or Co-development PartnerDivertia On Bike partnered with MIRAR 5.0 — a creative, participatory social inclusion initiative — to create a special project for the Škoda Titan Desert Almería 2025. Participants from MIRAR designed custom bicycles, which Orbea and Sfhir manufactured into a unique solidarity bike to be auctioned to fund inclusive activities.
• Fundación Síndrome de WestminorOthersDivertia On Bike supports the West Syndrome Foundation through cycling events and solidarity initiatives, raising funds for research and family support for infants affected by this rare neurological condition.
• Cruz Roja (Red Cross)minorOthersDuring the COVID-19 pandemic, Divertia On Bike partnered with Cruz Roja through the 'Plan Cruz Roja Responde' initiative, using cycling as a platform to raise funds for pandemic relief efforts.
• Škoda Titan Desert AlmeríaminorOthersDivertia On Bike participates in the Škoda Titan Desert Almería 2025 as a cycling team, raising visibility for social causes and charitable partnerships during the race.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Wasserman: Global sports, music, and entertainment marketing agency representing talent and managing brand partnerships — overlaps with Divertia's GF Representación (talent management) and Top Conferenciantes (speaker booking) lines at greater scale.
• MCI Group: Global association, meetings, and events management firm with significant operations in Spain and Europe, providing corporate events, congress organization, and experiential services — comparable as a broader incumbent in the events category.
• CAA (Creative Artists Agency): Global talent and sports agency representing artists, speakers, and entertainers — a broader incumbent comparable to Divertia's talent representation and speaker-booking divisions, though operating at vastly larger scale.
• Jack Morton Worldwide: Global brand experience agency under IPG that designs and produces experiential marketing campaigns, brand activations, and live events for Fortune 500 clients — a larger incumbent operating in the same experiential category as Divertia but at international scale.
• Publicis Groupe Spain: Spain operations of global advertising holding company providing advertising, PR, events, and brand communication services — a broader incumbent whose events and brand experience offerings overlap with Divertia's Advertix consulting and experiential marketing.

Direct peers

• Bismillah: Madrid-based event and experiential marketing agency offering corporate event design, production, and communication services to enterprise brands — a close Spain-focused competitor with similar service scope to Divertia.
• Eventisimo: Spanish full-service event and experiential marketing agency based in Madrid, serving enterprise clients with corporate events, conventions, and brand activations — directly comparable to Divertia's core experiential and event production offering in the same geography.
• Grupo Heres (Heres Comunicación): Spain-based communications and events agency providing corporate event production, communication strategy, and brand activation services — a domestic direct peer comparable to Divertia's marketing experiencial and Advertix service lines.
• Grupo Abbsolute: Spain-based events and communication agency providing corporate event organization, incentive trips, and brand experiences — a domestic direct competitor with overlapping service lines to Divertia's Marketing Experiencial and event division.

Others

• Beedigital: Spanish digital agency that produced Divertia's own website and supports digital marketing services — adjacent ecosystem participant illustrating the type of digital partner SMEs in the Spanish events/marketing space rely on for execution support.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/divertia-smile-company

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Divertia Smile Company