Newlink Spain

What Newlink Spain does

Newlink Spain is the Spanish operating arm of Newlink Group, a privately held marketing and engagement consultancy headquartered in Madrid (Calle Padilla 80) with an additional office in Barcelona. Founded in 1999, the firm specializes in 'engagement' consulting, working with enterprise clients across three integrated dimensions: Culture, Brand, and Reputation. The company is organized around an Inside-Out framework that combines strategic advisory with execution capabilities, including marketing communications, cultural transformation, employer branding, public affairs, crisis preparedness, experiential events, and tourism and destination marketing.

The firm's service portfolio is built on two proprietary, AI-augmented analytics products—IRIS (Integrated Reputation Index Solution) for reputation measurement and the LENS Report for brand engagement—each analyzing six standardized drivers (Workplace, Behavior, Sustainability, Leadership, Performance, and Products/Services). These are complemented by structured programs for brand evolution, destination marketing, employee engagement, and corporate events. The subsidiary Both People & Comms extends the offering into dedicated employer branding and people-focused communications.

Newlink Spain generates revenue primarily through professional consulting services delivered on a project-based, quote-driven basis to enterprise clients. Its go-to-market combines direct B2B field sales targeting C-suite and marketing leaders with event-driven engagement (brand activations, conventions, incentive trips). The client roster spans beverage (Red Bull, Mahou San Miguel, J&B), banking and telecom (Caixabank, Telefonica Empresas, Finetwork, DHL Express), tourism and hospitality (Qatar Airways, Qatar Tourism, Malta Tourism Authority, Mandarin Oriental Ritz Madrid), luxury (Longines), retail (Lidl), fashion (Mango), and automotive (Uber, Nissan), with operations across Spain, the US, Mexico, Peru, Argentina, Dominican Republic, France, and Italy.

Name

Newlink Spain

Legal name

Newlink consulting and communications spain SA

Website

https://newlinkspain.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Newlink Spain is a Madrid- and Barcelona-based engagement consultancy, the Spanish arm of Newlink Group, serving enterprise clients with AI-augmented brand, reputation, and culture services, plus dedicated tourism/destination marketing across eight markets.

Ownership category

akta.pro rank

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. Professional Consulting Services: Engagement consulting services including marketing and communication consulting, cultural transformation, and reputation management delivered through project-based engagements with enterprise clients
2. Tourism and Destination Marketing: Specialized marketing services for tourism boards, airlines, hotels, and destinations, working on representation, communication strategy, and PR in the Spanish and Portuguese markets
3. Brand and Marketing Programs: Structured brand programs including Brand Journey, Brand Evolution, Brand Relevance, and Brand ID, along with marketing campaigns and experiential activations

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Newlink Spain is an engagement consultancy that helps organizations strengthen connections between their brand, reputation, and culture. It delivers integrated services across marketing and communication consulting, cultural transformation, reputation management, public affairs, experiential events, and tourism/destination marketing for enterprise clients in Spain and international markets.

Product overview

Newlink Spain operates as an engagement consultancy offering a portfolio of integrated service modules organized around three core dimensions: Culture, Brand, and Reputation. The offering combines strategic advisory with execution capabilities across marketing communications, cultural transformation, experiential events, and reputation management. Key analytics-driven modules include the LENS Report (brand engagement measurement using AI and advanced analytics) and IRIS (Integrated Reputation Index Solution for reputation analysis). The Brand services encompass Brand Journey, Brand Evolution, Brand Relevance, and Brand ID programs. Reputation services include Ongoing Reputation Management, Crisis Preparedness, Crisis Management, Purpose-driven Leadership, Public Affairs, and Citizen Engagement. Culture services feature Cultural Evolution and Employee Engagement/Employer Branding programs. Event services span experiential events, brand activations, corporate events, and internal engagement activities. Destination Marketing capabilities support tourism and destination promotion.

Differentiator

Problem solved

Functional benefit

Brands

• LENS: AI-powered marketing analytics tool that analyzes 6 drivers measuring brand engagement, providing marketing strategy alignment with consumer behavior.
• IRIS

Products and services

• Brand Strategy Programs
• Reputation Management Services
• Crisis Preparedness and Crisis Management
• Cultural Evolution and Employee Engagement Programs
• Destination and Tourism Marketing
• Experiential and Corporate Events
• Public Affairs and Purpose-driven Leadership
• LENS Report
• IRIS (Integrated Reputation Index Solution)

Quantifiable outcome

• Malta Tourism arrivals grew from 63,000 (2008) to 116,000 (2019)
• +3 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• NEWLINK GROUPcoreStrategic or Co-development PartnerParent company Newlink Group provides the overarching brand, methodology, and network for Newlink Spain. As part of the global Newlink network, Spain operates as the Spanish market hub with access to international best practices and cross-border collaboration.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hill+Knowlton Spain: Global public affairs and communications consultancy with Spanish office. Overlaps with Newlink Spain in public affairs, reputation management, and corporate communications engagements.
• Burson (Spain): Global public relations and public affairs firm operating in Spain. Strong overlap in crisis management, public affairs, and corporate reputation work, with deeper international network.
• Weber Shandwick Spain: Global communications and engagement agency with significant Iberian presence. Competes for integrated brand, PR, and corporate affairs mandates targeting similar enterprise audiences.
• FleishmanHillard Spain: Global PR and integrated communications agency with Spanish operations. Directly comparable on reputation management, public affairs, and corporate communications engagements with multinational clients.
• Edelman Spain: Global public relations and communications firm operating in Spain. Competes for the same C-suite-level reputation and brand mandates among large enterprises, though with broader global network resources.
• McCann Worldgroup Spain: Global advertising and integrated communications network with Spanish operations. Overlaps with Newlink Spain on brand campaigns, experiential marketing, and corporate communications for multinational clients.
• Ketchum Spain: Global communications consultancy with Spanish operations, owned by Omnicom. Comparable on brand storytelling, corporate communications, and consumer PR for enterprise clients.

Direct peers

• LLYC (Llorente y Cuenca): Spanish-origin communications, public affairs, and reputation consultancy with strong LATAM presence. Closest direct competitor given overlapping service portfolio (PR, brand, public affairs, sustainability) and Iberian-LATAM geographic focus.
• Tinkle Communications: Spanish creative communications and PR agency with strong enterprise and consumer brand portfolio. Comparable scale and service mix, including creative campaigns and brand activations in the Spanish market.
• Estudio de Comunicación: Spanish corporate communications and PR consultancy with established enterprise client base. Comparable focus on corporate communications, crisis management, and senior executive media positioning in the Spanish market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/newlinkspain
• Instagraminstagram.com/newlinkspain

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Newlink Spain