{"id":233164,"date":"2026-01-08T12:16:32","date_gmt":"2026-01-08T11:16:32","guid":{"rendered":"https:\/\/ipmark.com\/?p=233164"},"modified":"2026-01-08T12:16:32","modified_gmt":"2026-01-08T11:16:32","slug":"initiative-gana-la-cuenta-de-medios-de-endesa-en-iberia","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=233164","title":{"rendered":"Initiative gana la cuenta de medios de Endesa en Iberia"},"content":{"rendered":"<p>Endesa ha adjudicado su cuenta de medios en Espa\u00f1a y Portugal a Initiative, agencia de Omnicom Media Group. La compa\u00f1\u00eda energ\u00e9tica, l\u00edder del mercado el\u00e9ctrico en Espa\u00f1a y uno de los principales operadores en Portugal, refuerza as\u00ed su a<strong>puesta por una estrategia de medios unificada y centrada en la innovaci\u00f3n, el uso de inteligencia artificial y la optimizaci\u00f3n basada en datos<\/strong>.<\/p>\n<p>El concurso, que ha contado con la participaci\u00f3n de varias agencias del mercado, pone <strong>fin a la relaci\u00f3n de Endesa con Mindshare (WPP), que gestionaba hasta ahora la cuenta de medios del anunciante desde 2019<\/strong>.<\/p>\n<p>La adjudicaci\u00f3n a Initiative <strong>incluye la planificaci\u00f3n, estrategia y compra de medios multimedia, as\u00ed como la gesti\u00f3n de research &amp; insights, an\u00e1lisis y optimizaci\u00f3n de campa\u00f1as<\/strong>. La agencia aportar\u00e1 a Endesa un ecosistema de comunicaci\u00f3n que combina tecnolog\u00eda avanzada, inteligencia de audiencias y formatos integrados en contenidos relevantes.<\/p>\n<p>\u201cElegimos a Initiative por su visi\u00f3n estrat\u00e9gica, su capacidad de conectar audiencias con precisi\u00f3n y su propuesta innovadora para ganar la batalla de la atenci\u00f3n. Estamos convencidos de que ser\u00e1n un aliado clave para impulsar nuestros retos de marca en Espa\u00f1a y Portugal\u201d, afirma <strong>Arancha Cuadrado, <em>head of media planning <\/em>de Endesa<\/strong><em>.<\/em><\/p>\n<p>Desde Initiative, su director general, <strong>Vicente Ros, considera esta adjudicaci\u00f3n como \u201cun enorme impulso\u201d<\/strong> y destaca el compromiso de la agencia por ofrecer excelencia, innovaci\u00f3n y un servicio orientado al impacto real. Por su parte, <strong>David Colomer, CEO de Omnicom Media Espa\u00f1a, subraya que esta elecci\u00f3n \u201cvalida el modelo operativo del grupo tras la fusi\u00f3n con IPG\u201d<\/strong> y representa un hito clave en un sector estrat\u00e9gico como el energ\u00e9tico.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La energ\u00e9tica conf\u00eda en la agencia de Omnicom Media para liderar su nueva etapa en estrategia multimedia, data e innovaci\u00f3n en Espa\u00f1a y Portugal.<\/p>\n","protected":false},"author":14,"featured_media":233165,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2158],"class_list":["post-233164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-agencias-de-medios"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Initiative gana la cuenta de medios de Endesa en Iberia - 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