April, 2026
Our Managing Director, Iván García, has published the opinion piece "Lo que el ojo no ve" ("What the eye doesn't see") in Control Publicidad.
He focuses on the least visible side of international out-of-home advertising: choosing locations, adapting to each market, complying with local regulations and all the technical coordination needed for a campaign to look consistent across several countries.
Iván explains how flexible collaboration models allow agencies to expand their capabilities without compromising their position with the client, and argues that innovation in OOH depends not only on technology but also on more agile ways of working together.