The CEO of the creative agency Recados Carmen, Alberto Garnil, is also president of the Clúster de la Comunicación de Galicia since 2022. We talk to him about the challenges and opportunities for companies in the sector in a scenario marked by the rise of digitalisation and the emergence of new technologies, such as artificial intelligence.

What is the value chain of the communication sector in Galicia and what type of companies does the cluster bring together?

The Clúster de la Comunicación de Galicia had its origins in the printing sector in 2007, being the evolution of the Clúster del Producto Gráfico y del Libro Gallego. The 2008 crisis drastically affected this sector, reducing it significantly, forcing it to reconfigure itself. Today it is made up of 75 member companies, representing different actors in the communication value chain: graphic printing, marketing, digital marketing, communication, design, advertising and events. Together they represent around 50% of the global turnover of the sector, which generates around 800 million euros in turnover and approximately 5,500 workers. In addition, the Cluster brings together representative entities such as the Galician Marketing Association (Markea), Creatividade Galega, Dircom Galicia and OPC Galicia.

What kind of activities and services do you provide to your member companies?

The Cluster develops a series of activities mainly focused on four axes: on the one hand, the improvement of the visibility of the sector and the promotion of our companies. As an example, I can mention "Rúbrica", our magazine, which is published quarterly and has a reach of more than 2,000 companies and professionals from the business and institutional sphere. Also our Paraugas Awards, the Galician Communication and Marketing Awards, which have been held for the past eight editions. Both are a showcase to highlight talent, new trends and innovations in the sector in Galicia and where the contribution to the different business sectors is recorded.

Another of the events we are most proud of is FLÚOR, the Marketing Congress, which was born linked to the explosion of the boom in digital agencies, and which is one of the most important marketing events in the north of Spain. This year will be its sixth edition.

On the other hand, another of our main lines of action is the improvement of competitiveness, through the development of training actions and the promotion of innovation. Also, the promotion of cooperation and networking, not only among the companies in the sector, but also with other business entities that allow the exchange of experiences and knowledge with the aim of increasing the generation of business between all parties.

Finally, we also encourage the opening up of new markets and internationalisation, which allows our partners to open up new commercial possibilities in countries such as Peru or, soon, in Portugal or Mexico.

The emergence of digital and social media has completely transformed the landscape in recent years. How do you assess the evolution of the sector?

It transformed it and democratised the use of channels. It is a medium that allows us to be in contact with customers and at the same time requires a lot of time and investment to be able to make good use of them. We still have a long way to go in this sense, but we have great companies in Galicia that work in digital marketing and use creativity to stand out in a field where standing out is becoming increasingly complicated due to the speed at which everything is moving, and which requires constant adaptation. Now there are no medium-term plans, everything is immediate.

How do you see artificial intelligence (AI) impacting companies in the communications sector in the coming years?

Artificial intelligence will be a revolution in our sector, as in many other sectors. Any company that right now is dedicated to creativity, marketing, design, etc., should be working and training in the use and implementation of artificial intelligence tools in their companies. It will be like the arrival of the internet. It came to change everything and the sooner we are aware of that, the easier it will be for us to adapt. All the people working in marketing departments, be they creatives, copywriters, communication managers, video editors, etc., will do so with the help of AI tools. This means that there will be a substantial change in the composition of company teams and in the reorganisation of jobs, tasks and skills.

Advertising and communications companies play a key role in boosting businesses and SMEs of all sectors and sizes. What is the importance of communication in business strategy?

It is an undeniable fact that major social and political changes were driven by the ability to connect, share ideas and mobilise people through words, writing or media. For me, advertising companies have the opportunity to build that narrative and connect with people. From a more practical point of view, it's a winning formula.

According to the National Institute of Statistics, Galician companies that invest in well-planned communication and advertising strategies are 20% more likely to grow sustainably compared to those that sit on their hands.

So, there is no secret: investing in advertising and communication works.

What are the main future challenges you face?

Society needs a positive narrative and this must come from communication, that powerful weapon at our disposal. It is through communication that we can convey our thoughts, our concerns and our demands. It is through communication that we can build bridges, break down barriers and build a more inclusive and just world, taking care of our principles and values.

On the other hand, the purpose of our organisation is clear. How to do it may be the question, since the path is open to many variants. In any case, our obligation is based on three fundamental pillars.

The first is to continue to unite the sector and involve more entities and companies in order to generate visibility for our associates. Second, to collaborate with our member associations to create a habitat for meeting and showcasing the skills of their members, empowering the communication sector; and third, to honour the achievements of the present in order to inspire future generations of communicators. By celebrating excellence, a clear message is sent that communication is a powerful force for change.