The Check-in Global presentation leaves us with a shared conclusion: Spain has leadership capacity, but needs to communicate it better.
The panel Check-in Global: an international perspective on Spanish advertising production, sponsored by MIMETIK and moderated by Mateo Luege, from Somos5; professionals exchanged views on how our country’s talent is valued when viewed from abroad.
The four international voices featured in this debate were: Mike Garrod (World Fixers & Maker), Jonsi Mesz (Oruga LATAM), and Paloma Adrien (Publicis Groupe).
Garrod focused on the fact that “the experience of doing that job and the perspective you gain by doing it in Spain, is always an attractive option,” and also added: “we don’t have many surprises when we go to Spain, which is good.”
For his part, Mesz highlighted that the climate, the technical team, and tax incentives raise Spain’s value.
Adrien, for her part, stressed that it is not just a matter of price, “in Spain we give everything”. She also remarked that the country’s experts are characterized by being very effective and flexible. The professional emphasized that “Spain is ready for whatever comes.”
The reflection was clear: the Spanish industry is perceived abroad as an ecosystem capable of combining a competitive technical level with its own sensitivity —something that cannot be bought or imitated—.
However, the professionals explained that Spain still does not market itself well. To which Adrien added: “We always compare ourselves to the USA and think we are inferior, but that is not the case; we must believe more in ourselves.”
The panel concluded with a question from Mateo Luege, which resonated in the room: “Would a bridge connecting Latin America and Spain be possible?
The international panel made it clear that, now, the challenge is to sustain that presence with vision, consistency, and strategy —and continue refining the way we present ourselves to the world.
