Asociación de Empresas de la Comunicación (La FEDE)

What Asociación de Empresas de la Comunicación (La FEDE) does

Asociación de Empresas de la Comunicación (La FEDE) is a Spanish non-profit trade association (asociación empresarial) headquartered in Madrid that serves as the umbrella body for companies in Spain's advertising, marketing, and communication industry. Founded in 2015 and operating under tax ID G28512481, it organizes its membership across six sections: Agencias de España (creative agencies), Agencias de Medios (media agencies), AEPE (outdoor advertising), Tecnología y Digital (adtech and digital), Servicios de Marketing (marketing services), and Publicidad Directa y Marketing Directo (direct marketing). The association is affiliated with CEOE, Spain's largest employer confederation, and with multiple regional associations, giving it formal influence in sectoral collective bargaining for the advertising convenio and access to national policy channels.

La FEDE generates revenue through tiered annual membership dues (€1,404/year for companies with up to 5 employees, €2,808/year for 6–20 employees, €4,212/year for companies with more than 20 employees), supplemented by event registration fees and paid advisory services. In exchange, it delivers a portfolio of member services: legal and HR advisory, daily forwarding of public tender opportunities (4,303 national tenders in 2025), campaign registration to protect ideas in pitches, the Biblioteca de Asociados resource library, the Atlas Medición research tool, training programs, and a job board. Signature member-facing products include the OOH Lovers platform and awards (now in its IV edition), the annual Jornadas de Publicidad Exterior (XXXIII edition, 440+ attendees in Granada, May 2026), and the Foro de Inteligencia Artificial (III edition, September 2026), which convenes third-party experts on AI cybersecurity and ad fraud.

The association distributes its services through direct online enrollment via lafede.es, a member-only portal (área-socios), and in-person events. It maintains active social media presence (LinkedIn, X, Instagram, Facebook, YouTube) and partnerships with WOOH, OJD, Autocontrol, UDIT, UNIR, and several regional advertising associations. In 2019, La FEDE integrated Agencias de España into its structure, broadening its creative-agency representation. The legal entity is a private non-profit association, not publicly traded, with current governance led by President Maite Rodríguez and Director General Elia Méndez under a 2024–2028 Junta Directiva.

Name

Asociación de Empresas de la Comunicación (La FEDE)

Legal name

Asociación de Empresas de la Comunicación

Website

https://lafede.es

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

La FEDE is a Spanish non-profit trade association representing over 100 advertising and communication companies across six subsectors, generating revenue through tiered membership fees and providing legal advisory, public tender forwarding, training, and industry events.

Ownership category

akta.pro rank

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees (Cuotas): La FEDE generates revenue through annual and monthly membership fees charged to member companies. Fees are tiered based on company size (number of employees): Group A (more than 20 employees) at €360/month or €4,212/year; Group B (6-20 employees) at €240/month or €2,808/year; Group C (up to 5 employees) at €120/month or €1,404/year. These fees fund the association's operations, member services, events, and representation activities.
2. Member Services and Events: The association provides fee-based services to members including public tender forwarding, specialized advisory (legal, HR, economic/financial, strategic), and paid event access (e.g., registration fees for the XXXIII Journadas de Publicidad Exterior). Some member-only resources such as the Biblioteca de Asociados and competitive intelligence require login/subscription.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

La FEDE is a Spanish business association (asociación empresarial) that represents and serves advertising, marketing, and communication companies in Spain. Its core offering is membership-based: member companies pay tiered annual dues in exchange for institutional representation, legal/labor/HR advisory, daily public-tender forwarding, campaign registration, training, networking events, research resources, and inclusion in one of six industry sections.

Product overview

Asociación de Empresas de la Comunicación (La FEDE) is a business association that serves as an umbrella organization for communication and advertising service companies in Spain. Rather than a single product, the organization offers a portfolio of member services including the OOH Lovers creative platform for outdoor advertising campaigns, the Mapa de Soportes for inventory mapping, and awards programs like Premio OOH Lovers. The association organizes industry events including XXXIII Jorndas de Publicidad Exterior and the III Foro de Inteligencia Artificial. Members also receive access to La FEDE TV content platform, the Biblioteca de Asociados research library, Atlas Investigación y Medición for market research, and advisory services covering legal, financial, HR, and strategic areas. Additional services include a job board (Bolsa de Trabajo), campaign registration system, and public tender notification service.

Differentiator

Problem solved

Functional benefit

Brands

• OOH Lovers: An open space and meeting point for creativity and innovation in outdoor advertising. The platform showcases the latest outdoor advertising campaigns and serves as the entry point for the OOH Lovers Awards.
• La FEDE_emprende
• Jornadas de Publicidad Exterior
• Foro de Inteligencia Artificial

Products and services

• OOH Lovers An open platform and meeting point for creativity and innovation in outdoor advertising where advertisers, creative agencies, media agencies, and exclusivity companies share campaigns and announcements targeting consumers outside the home. Campaigns entered become candidates for the OOH Lovers Awards.
• Mapa de Soportes de Publicidad Exterior An inventory map created jointly by La FEDE's Exterior Companies section (AEPE) and OJD that allows users to know the inventory of outdoor advertising supports available in cities, by environments and typologies (vallas, marquesinas, digital screens, mupis, banners, etc.).
• Premio OOH Lovers Annual awards organized by the Exterior companies section of La FEDE recognizing the innovation and creativity of outdoor advertising campaigns across categories including Classic, Digital, Special Actions, Local, and Sustainability.
• XXXIII Jornadas de Publicidad Exterior Annual outdoor advertising conference organized by La FEDE bringing together advertisers, creative agencies, media agencies, outdoor advertising companies, digital agencies, associations, consultants, and specialized companies.
• III Foro de Inteligencia Artificial AI forum organized by La FEDE focusing on the impact of AI on business cybersecurity and the prevention and identification of digital advertising fraud (adfraud), co-hosted with UDIT.
• La FEDE TV Video content platform featuring webinars, event summaries, presentations, and industry discussions, accessible to members.
• Biblioteca de Asociados Exclusive member-only library containing publications, studies, research articles, analysis, eBooks, and presentations developed by La FEDE and its sections, as well as from partner organizations.
• Atlas Investigación y Medición Research and measurement resource providing access to audits, certificates, rankings, and data from organizations like OJD, Infoadex, INTROL, and others.
• Servicios de Asesoría Advisory services covering economic/financial, legal/labor, administration/management, and direction/strategy consulting provided to member companies.
• Bolsa de Trabajo Job board connecting member companies with job opportunities and helping match candidate profiles to company needs.
• Registro de Campañas Campaign registration system for members to prevent potential appropriation of ideas in competitive tendering processes.
• Concursos Públicos Daily delivery of public advertising and communication tenders to members, with advisory support for participation.

Quantifiable outcome

• 440+ professionals attended the XXXIII Jornadas de Publicidad Exterior in Granada (May 2026), with 25+ expert speakers across 3 days.
• +1 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered regional, minor and core.

• A Crear - Asociación de Empresas de Comunicación de La RiojaregionalOthersRegional association representing communication companies in La Rioja, Spain. Listed as a regional member association of La FEDE. Website: http://www.a-crear.com
• ASOCIACIÓN DE EMPRESARIOS DE PUBLICIDAD DE SEVILLA (AEPS)regionalOthersRegional association representing advertising companies in Seville, Spain. Listed as a regional member association of La FEDE. Website: http://www.aepsevilla.org
• Associació Empresarial Catalana de Publicitat (Gremi)regionalOthersRegional association representing advertising companies in Catalonia, Spain. Listed as a regional member association of La FEDE. Website: http://www.associaciopublicitat.com
• Asociación de Agencias del Principado de Asturias (ADAPPA)regionalOthersRegional association representing advertising agencies in Asturias, Spain. Listed as a regional member association of La FEDE. Website: https://adappa.es/site/
• 361º Asociación de Empresas de Publicidad de la Provincia de AlicanteregionalOthersRegional association representing advertising companies in the province of Alicante, Spain. Listed as a regional member association of La FEDE. Website: http://www.asociacion361.es/
• Academia de la PublicidadminorStrategic or Co-development PartnerSpanish advertising academy. La FEDE is part of the Academy of Advertising as a member organization. Logo visible in the 'Formamos parte de' (We are part of) section of the La FEDE website.
• AutocontrolminorStrategic or Co-development PartnerSpanish advertising self-regulation body. La FEDE is a member of Autocontrol as part of its institutional affiliations. Logo visible in the 'Formamos parte de' section of the La FEDE website.
• CEOE (Confederación Española de Organizaciones Empresariales)coreStrategic or Co-development PartnerThe Confederation of Spanish Business Organizations, Spain's largest employer federation. La FEDE is affiliated with CEOE as a sectoral member, giving it institutional representation at the highest level of Spanish business advocacy. This affiliation is the primary mechanism through which La FEDE influences national labor and economic policy affecting the advertising sector.
• OJD (Información y Control de Publicaciones)minorStrategic or Co-development PartnerSpanish audit bureau for print and digital media circulation. La FEDE's AEPE (Outdoor) section collaborated with OJD to create the Mapa de Soportes de Publicidad Exterior — an outdoor advertising inventory map covering devices by city, environment, and typology (vallas, marquesinas, digital screens, mupis, banners, etc.).
• Publicidad SíminorStrategic or Co-development PartnerSpanish advertising industry initiative/platform. La FEDE is a member of Publicidad Sí as part of its institutional affiliations. Logo visible in the 'Formamos parte de' section of the La FEDE website.
• WOOH (World Out of Home Organization)minorStrategic or Co-development PartnerGlobal out-of-home advertising industry organization. La FEDE is affiliated with WOOH as part of its international industry connections. Logo visible in the 'Formamos parte de' section of the La FEDE website.
• Universidad de Diseño, Innovación y Tecnología (UDIT)minorStrategic or Co-development PartnerAcademic institution. UDIT co-hosted the III Foro de Inteligencia Artificial with La FEDE at its campus (Auditorio de UDIT, Avenida de Alfonso XIII 97, Madrid). UDIT's Rector, Dr. Juan Cayón Peña, inaugurated the forum alongside Elia Méndez, Director General of La FEDE. UDIT also appears in La FEDE's acuerdos (agreements) page alongside UNIR and other universities.
• ISMS ForumminorStrategic or Co-development PartnerInformation security professional forum. ISMS Forum participated as a speaker in the III Foro de Inteligencia Artificial, delivering a presentation on 'Decálogo de Ciberseguridad en IA Agéntica: Do's & Don'ts' at the La FEDE-organized event.
• MediaPlus EqumediaminorGTM or Marketing PartnerIndependent media agency in Spain and one of La FEDE's member companies. MediaPlus Equmedia was a sponsor of the XXXIII Jorndas de Publicidad Exterior and the III Foro de Inteligencia Artificial (III AI Forum). The agency also manages significant public administration advertising accounts served through La FEDE's public tender services.
• ForoMICEminorStrategic or Co-development PartnerListed as one of La FEDE's acuerdos (collaboration agreements). The agreements page references 'ForoMICE' alongside APECIP (now APEMIP), ACP, and other sectoral organizations for collaboration on congresses, education, studies, and training activities.
• UNIR (Universidad Internacional de La Rioja)minorStrategic or Co-development PartnerListed as one of La FEDE's acuerdos (collaboration agreements) alongside UDIT. The agreement covers education, training, and research collaboration between La FEDE member companies and UNIR's academic programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• OAAA (Out of Home Advertising Association of America): The US national trade association for out-of-home advertising. Comparable to La FEDE's AEPE section as a national OOH industry body, with the same employer-association and sectoral-representation role, but in the US market.
• 4A's (American Association of Advertising Agencies): The US national trade association for advertising agencies. Comparable to La FEDE as an advertising-agency industry body, with the same collective-representation, member-services, and policy-advocacy role, but in the larger US market.
• World Out of Home Organization (WOO/WOOH): The global out-of-home advertising industry body. La FEDE is an affiliate member. Comparable as an industry association serving the OOH ecosystem that La FEDE's AEPE section represents, but operating at the international level rather than nationally.

Direct peers

• IAB Spain: The Spanish affiliate of the Interactive Advertising Bureau, representing digital, programmatic, and adtech companies in Spain. Directly comparable to La FEDE as a Spanish advertising-industry trade body, though more focused on digital channels. La FEDE and IAB Spain actively compete for technology and digital members within the same market.
• ADECEC: The Spanish association of communication and public relations consultancies. Comparable to La FEDE as a Spanish trade association for the communications services industry, but narrower in focus on PR consulting rather than the broader advertising-and-media scope of La FEDE.
• Autocontrol: Spain's advertising self-regulation body, of which La FEDE is a member. Directly comparable as a Spanish advertising-industry association with institutional standing, although its focus is on self-regulatory code enforcement rather than the broad patronal/employer role La FEDE plays.
• DIRCOM: The Spanish association of communications directors and corporate communication professionals. Comparable to La FEDE as a Spanish communication-sector professional body, but its members are in-house communications leaders rather than the agencies and media companies La FEDE represents.
• AEAP (Asociación Española de Agencias de Publicidad): A Spanish trade association for advertising agencies. Directly comparable to La FEDE's Agencias de España section as a sector body serving creative agencies, with overlapping remit and potential member overlap in the Spanish agency market.
• Asociación Española de Anunciantes (AEA): The Spanish advertisers' association, representing the demand side of the advertising market. Directly comparable to La FEDE as a Spanish advertising-sector trade association, but serving brand-owners rather than agencies — mirroring La FEDE's role on the services-supply side.
• APEMIP (Asociación de Empresas Proveedoras de Materiales y Equipos para Eventos): A Spanish industry association for events and meeting providers. Comparable to La FEDE as a Spanish association within the broader marketing-services and events ecosystem, with collaborative agreements referenced in La FEDE's partnerships list.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/lafedepubli
• YouTubeyoutube.com/channel/UC0fk72kY4Dun1RYBAoapasg
• Facebookfacebook.com/lafedecomunicacion
• LinkedInlinkedin.com/company/lafede
• Instagraminstagram.com/lafedepubli

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 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 Asociación de Empresas de la Comunicación (La FEDE)