Tell us a little about yourself. What does your job at Telefónica involve?
I started working at Telefónica on 11 September 2001, a bad day to start, but it wasn’t a sign of things to come. Since then, I have worked in various areas of marketing, most recently in research and brand positioning.
My current job has two different aspects that are closely interrelated. In short, it consists of understanding how consumers perceive the company and its brands and, with these insights, helping the marketing department to position our brands in the best possible way in people’s minds.
Why is marketing necessary for companies?
Good marketing is more important than ever. It is very difficult for consumers to pay conscious attention to what brands say. The sheer volume of stimuli and the culture of immediacy we are all caught up in means that brands need better marketing strategies to get their message across to consumers.
To put it simply: if you don’t do marketing, your brands become blurred, your competitors’ products and services will start to sell more, and you will become less competitive. A well-positioned brand has greater visibility, differentiation and, ultimately, a competitive advantage.
What is the relevance of promoting brands?
Our brands are one of our main calling cards for consumers. Just as none of us want to give a bad impression to our customers, we should not allow our brands to do so to theirs.
A healthy brand with a good image allows us to sell more, at a higher price and more often. They are a company asset with significant economic value because they play a fundamental role in our daily lives as consumers, even if we don’t always realise it. If we need to buy a car, a mobile phone or even a litre of milk, who doesn’t think of a specific brand before making that purchase? This is the power of brands.
What role does market research play in what we were discussing earlier?
Well, there is a saying that what is not measured cannot be controlled. It is difficult to know how healthy our brands are without asking society. Research allows you to avoid subjective opinions and manage your brand with certainty.
Why is it so important for companies to have a corporate purpose?
Purpose gives meaning beyond financial gain and provides clear guidance to employees. Personally, I think that today, having a purpose is more important than ever. People are looking for truth in companies; they want to know what companies do beyond selling.
What is your assessment of the fact that numerous advertising projects by the Telefónica Group have recently been recognised at the 2025 National Creativity Awards?
My assessment couldn’t be more positive. We are a very important advertiser in Spain, and winning seven awards at the National Creativity Awards means that what we do, we do very well. It puts us in a privileged position in the advertising sector.
What makes this even more positive is that the awards were shared between three different brands in our portfolio: Telefónica, Movistar and Movistar Prosegur Alarmas.
The study ‘The importance of human connections’ showed the benefits that interpersonal relationships bring to human beings. Could you summarise some of its main conclusions for us?
In short, the research confirms what we all intuitively know: that personal relationships are the main source of well-being and happiness. They are like the oxygen we breathe. Above all, quality relationships, those we feel are based on trust and respect.
People are clear that technology helps them not to feel alone and brings people closer together. More than 50% of the Spanish population say they have gained some personal or professional benefit from having access to technology. This makes a lot of sense in terms of what we do.
Which Telefónica employees would you nominate for this interview because you consider them to be excellent at their job?
I would nominate Marta Alonso Geriz, who has a lot to say.
