Zigzag left. To right: José Manuel Gutiérrez, Founder of Asesores; Bárbara M. Ramírez, Head of social creative at Good Rebels; Juan Luis Polo, Founder of Good Rebels; Iván Bermejo, Director of marketing and projects at Asesores; Luis Dorado, Director of operations of Asesores; Carlos del Hoyo, Founder of Asesores; Fernando Polo, CEO of Good Rebels; Carmen Queipo de Llano, VP Growth of Good Rebels; Maricruz Polo, People director of Good Rebels and Carlos Hergueta, Business Development Director of Asesores.
Good Rebels has announced the integration of Advisors into its ecosystem of companies, in an operation that marks a relevant movement within the communication sector in Spain. The alliance combines three decades of experience in corporate communications and reputation management with the group’s capabilities in creativity, digital marketing, data and the development of solutions based on artificial intelligence.
Carlos del Hoyo and José Manuel Gutiérrez close their executive stage after more than 30 years at the head of Asesores
Founded in 1995, Asesores has been one of the most consolidated independent firms on the market, with a history linked to the construction of corporate narrative, relations with the media and influence management. Its integration into Good Rebels responds to a context in which organizations need to address their communication in a coordinated manner in multiple environments, from traditional media to digital platforms, content creators or artificial intelligence systems, with the aim of organizing their story, anticipating risks and strengthening their public positioning.
The operation coincides with the generational change at Asesores, whose founders, Carlos del Hoyo and José Manuel Gutiérrez, close their executive stage after more than 30 years at the head of the firm, maintaining their relationship as partners. The operational management will continue to be led by Luis Dorado, together with Carlos Hergueta and Iván Bermejo.
From Good Rebels, integration is interpreted as a natural evolution of the sector towards more connected models. “For years, communication and marketing have operated with different metrics and teams, but the client needs their reputation to drive their results and vice versa”said Fernando Polo. Along the same lines, Luis Dorado points out that the agreement allows us to offer “a differential service that combines strategic experience with creative and technological capabilities in an increasingly complex environment.”
Integration reflects a transformation in the discipline: communication is no longer conceived as an isolated area but is integrated into the generation of business value. The new model seeks to connect strategy, storytelling and activation in an ecosystem where influence is built in multiple layers, from media and spokespersons to algorithms and digital platforms.
The resulting group will manage a joint portfolio that includes companies such as Microsoft, Repsol, Telefónica, Toyota and Domino’s, among others. This portfolio reflects the ambition to operate both in complex corporate environments and in consumer brands with omnichannel needs.
The incorporation of Advisors adds to Good Rebels’ growth strategy, which in recent years has integrated capabilities such as Estudio34, Muskae or Kuantik. The objective is to build an offer capable of responding to a market in which reputation, visibility and commercial performance are increasingly interrelated.
