What Generación Code does

Generación Code is a Spanish strategic marketing and communications agency founded in 2015 by Elena Gorostiza and Fran García del Pozo, headquartered in Spain with a senior team of approximately ten professionals. It serves large enterprise clients across telecommunications, energy, technology, and professional services, with named accounts including Telefónica, Acciona, Amazon, Deloitte, and Cellnex. The firm delivers work through three explicit pillars: Branding Estratégico (strategic branding), Proyectos con Impacto (impact projects), and Publicidad que Deja Huella (advertising that leaves a mark).

The agency's product surface is project-based and campaign-led rather than platform-led. Notable deliverables include the IRIS Telefónica centenary installation by sculptor Jaume Plensa, the FILOSOFÍA branded content series co-developed with Deloitte and Fundación Telefónica, the Amazon Future Engineer program launch in Spain and Italy, the Ready to Connect campaign for Cellnex, and Homeward Bound for Acciona. Alongside these enterprise engagements, the firm operates Global LeadersCODE AI — an international AI-education initiative built on a partnership with CodeAI (Code.org) that reaches more than 100 million students across 70+ countries — and Oye Mi Huella, a sustainability-focused initiative targeting the music industry.

Revenue mechanics follow a professional services model: discrete projects scoped per client, with engagement-level pricing that is not publicly disclosed. Customer relationships tend to be multi-project rather than single-campaign (e.g., repeated Telefónica work across IRIS and FILOSOFÍA), and reported outcomes include 418 million audience reach and 213,000 students engaged. The firm is privately held, has not disclosed external funding rounds, and does not publish financials; growth appears to be funded internally from operations.

Name

Generación Code

Legal name

Generación Code

Website

https://generacioncode.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Generación Code is a Spanish strategic marketing and communications agency founded in 2015 that serves large enterprise clients through strategic branding, impact projects, and branded advertising campaigns across multiple sectors.

Ownership category

akta.pro rank

Product category

Marketing & Communications Services

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

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

akta.pro primary industry

Creative Concepting & Campaign Development (BPAFAEAD)

akta.pro secondary industries

Brand Guidelines, Governance & Brand Management (BPAFAEAF), Content & Creative Studio for Creators (Concepting/Production) (MPAAAHAD)

Keywords

• Strategic branding services
• Branded content production
• Marketing communications agency
• Impact project consulting
• Corporate communication strategy

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Branding and Consulting: Brand consulting services including brand strategy, identity design, narrative creation, and platform definition for enterprise clients.
2. Branded Content Creation: Creation and production of branded content, campaigns, and audiovisual materials for clients.
3. Impact Project Development: Design and implementation of educational, sustainability, and social impact initiatives with strategic partners.
4. Sustainability Consulting (Oye Mi Huella): Environmental impact measurement and sustainability methodologies for the music industry.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Generación Code is a strategic marketing and communications agency that designs brand strategy, identity, narratives, and sponsorship/influencer plans for enterprise clients, and produces branded content campaigns and impact-driven projects spanning digital education, female leadership, sustainability, and culture. The firm operates three service pillars: Branding Estratégico, Proyectos con Impacto, and Publicidad que Deja Huella, delivering projects with measurable KPIs to clients such as Telefónica, Acciona, Cellnex, Amazon, Deloitte, and Fundación Telefónica.

Product overview

Generación Code is a strategic marketing and communications agency specializing in branded content, experiential projects, and impact-driven initiatives. The company operates three core service pillars — Branding Estratégico (strategic brand consulting, identity design, and influencer/sponsorship strategy), Proyectos con Impacto (impact initiatives in digital education, female leadership, sustainability, and culture), and Publicidad que Deja Huella (advertising and campaign creation). Their portfolio includes branded initiatives such as Global LeadersCODE AI (AI/programming education in partnership with CodeAI), Amazon Future Engineer (STEM education program), Oye Mi Huella (music industry sustainability), and Homeward Bound Acciona (female leadership in STEMM), as well as commemorative experiences like IRIS Telefónica for the company's centenary.

Differentiator

Problem solved

Functional benefit

Products and services

• Branding Estratégico Strategic brand consulting service for enterprise clients, including brand platform definition, narrative creation and conceptualization, identity design, influencer strategy, and sponsorship strategy with exploitation plans.
• Proyectos con Impacto Design and implementation of impact initiatives covering digital education, female leadership, humanism and critical thinking, sustainability, and culture (music, art, film) for enterprise and foundation clients.
• Publicidad que Deja Huella Advertising services including marketing strategy definition, communication plan design, campaign creation and implementation, and branded content creation and production for enterprise clients.
• Global LeadersCODE AI AI and programming education platform developed in partnership with CodeAI, deployed across Spain, Portugal, Italy, Mexico, Kenya, and UAE. Reaches 100M+ students and 3M+ educators globally with free content in 70+ languages, including awareness, training, and research programs.
• Amazon Future Engineer STEM education initiative for Amazon, launched in Spain and Italy with goal of 500,000 users per market. Includes in-depth market research, communication strategy, influencer strategy, and alliance activation. 2025 results: 933 teachers trained, 213,000 students impacted, 60,000+ training hours.
• Oye Mi Huella Environmental sustainability project for the music industry that measures, reduces, and compensates the ecological footprint of tours, productions, and travel associated with the music sector, including merchandise such as cups, t-shirts, bottles, tickets, and lanyards.
• Filosofía (Deloitte & Fundación Telefónica) Seven-episode branded content series exploring the multidisciplinary impact of artificial intelligence on society, presented by Marta García Aller (first edition) and Joana Bonet (second edition). Results: 776k episode views, 148k unique users, 2k+ event attendees.
• Ready to Connect (Cellnex) Conversational format initiative addressing topics of interest to investors and analysts regarding telecommunications infrastructure business, reinforcing closeness, naturalness, and credibility for Cellnex.
• IRIS Telefónica Centenary commemorative sculpture project for Telefónica, created by artist Jaume Plensa, representing the messenger of the gods from Greek mythology and constructed from letters and symbols of 13 different alphabets. Installed at Distrito Telefónica.
• Homeward Bound Acciona Sponsorship activation for Acciona's Homeward Bound project promoting female leadership in STEMM (Science, Technology, Engineering, Mathematics, and Medicine) fields. Includes branded content, documentary series, song tribute, events, and influencer strategy under the concept 'La madre naturaleza necesita a sus hijas'. Results: 54 articles, 418M audience reach, 3.2M media value.

Quantifiable outcome

• 418 million audience reach for single project (Homeward Bound Acciona)
• +3 more outcomes

Named customers7 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

Feature3 records

Partnerships

Five partnerships are on record, tiered core, supporting and flagship.

• CodeAI (Code.org)coreStrategic or Co-development PartnerStrategic alliance where Generación Code serves as the ally deploying the CodeAI (Code.org) platform for programming and AI education across Spain, Portugal, Italy, Mexico, Kenya, and UAE. The initiative reaches 100+ million students globally.
• Telling InstitutesupportingStrategic or Co-development PartnerResearch collaboration partner for Amazon Future Engineer project, conducting in-depth research in Spain and Italy markets to identify levers for promoting STEM studies among youth.
• Universidad de ComillassupportingStrategic or Co-development PartnerAcademic partner for Amazon Future Engineer research collaboration, working alongside Telling Institute to study STEM education promotion in Spain and Italy.
• DeloitteflagshipGTM or Marketing PartnerCo-sponsor of FILOSOFÍA branded content series - a 7-episode multidisciplinary reflection on AI's impact on society. Deloitte provides sponsorship alongside Fundación Telefónica for this thought leadership initiative.
• Fundación TelefónicaflagshipGTM or Marketing PartnerCo-sponsor of FILOSOFÍA branded content series focused on humanistic digitalization. Partners with Generación Code and Deloitte on AI reflection content.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wolff Olins: Global brand strategy and design consultancy. Comparable in offering strategic branding, identity design, and purpose-driven brand work for enterprise clients — directly mirroring Generación Code's impact-led positioning.
• China: Independent Spanish creative agency with international footprint. Comparable in producing award-winning branded content campaigns and offering creative strategy for enterprise clients.
• Landor & Fitch: Global brand consulting and design firm. Competes with Generación Code on strategic brand platform work, identity design, and brand governance engagements for large enterprise clients across multiple sectors.
• Actitud Studio: Spanish strategic design and branding studio. Closely comparable boutique offering brand strategy, identity design, and creative direction for premium Spanish and international clients — directly competing for similar engagements to Generación Code.
• Interbrand: Global brand strategy and consulting firm. Fernando Sagastume of Generación Code previously worked at Interbrand, and both firms offer strategic branding, identity design, and brand platform development for large enterprise clients.
• FutureBrand: Interpublic-owned brand consultancy offering brand strategy, naming, and identity design for multinational clients. Direct overlap with Generación Code's strategic branding pillar and global enterprise client focus.
• El Cielo: Spanish creative and content agency operating in the same Madrid ecosystem. Overlaps with Generación Code in branded content production and corporate communications work for major Spanish brands.

Broad incumbents

• Publicis Spain: Spanish arm of global network Publicis Groupe. Jose Vilar of Generación Code previously worked at Publicis; the network competes for the same enterprise branding and campaign mandates but at significantly larger scale.
• DDB Spain: Spanish office of the DDB global creative network. Belén Peña of Generación Code started her career at DDB; both agencies serve major advertisers with creative strategy and campaign development, with DDB offering broader global capabilities.

Regional players

• Contrapunto BBDO: Major Spanish creative agency within the BBDO network. Jose Vilar of Generación Code worked here; both firms serve enterprise clients in Spain with integrated creative campaigns, though Contrapunto offers much larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/generaci%C3%B3n-code

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 Generación Code