In this eInterview granted to TopCommunication, our CEO, Dani Casanovas, reviews his evolution from computer engineer to founder of IMAGINA, one of the best expert agencies in social networks, that has grown with a clear vision: unite strategy, creativity and technology to generate real impact on brands. Throughout the conversation, he shares his vision on the transformation of social media, the importance of understanding the business before the content, adaptation to different sectors, the role of artificial intelligence and the challenge of leading growth without losing the essence of the agency.
1. You went from a computer engineer to leading a leading social media agency. What led you to make the leap from the technical world to entrepreneurship in digital communication?
More than a leap, it was a natural evolution. From the technical side, I saw how companies invested in digital without a clear strategic vision. I detected that it was necessary to unite technology, creativity and business. I was motivated by the desire to build something of my own, with a more global perspective, and create an agency that understood the digital environment from within, not as a fad, but as the center of the strategy.
2. You founded IMAGINA in 2015 with a clearly digital native approach. What market vision did you detect at that moment that others were not seeing?
In 2015, many brands were still treating social media as a secondary channel. I saw that consumer behavior was already digital and that this was going to redefine the way of communicating, selling and building a brand. We are committed to being digital natives, to understanding the platforms and data from the beginning, and to working on the strategy before the content. That vision allowed us to grow with the market, not chase it.
3. IMAGINA has worked with big brands from different sectors. How do you approach strategic and creative adaptation when you change industries or client types?
Our starting point is always the client’s business. Before thinking about creativity, we understand objectives, context and audience. The sector changes, but the method does not change: analysis, clear strategy and execution aligned with results. This structure allows us to adapt to any industry without losing coherence or quality.
This methodology allows us to be agnostic to the sector: we apply the same analytical rigor whether we work for mass consumption or for specialized B2B services. In the end, data gives us the diagnosis and creativity gives us the solution, but it is our structure that guarantees flawless execution in any environment.
4. What do you think is your agency’s positioning in the market and the differential advantage that your clients value most?
We position ourselves as a strategic agency, not just a creative one. Our clients appreciate that we think about real impact, about business, not just about visibility. We are agile, close and very involved in each project. Our difference is that We work on communication as a lever for sustained growth, not as a one-off campaign.. In addition, we are the first agency specializing in social networks that has double ISO certification, which demonstrates that we combine creativity with structure, processes and demanding quality standards. Because for us, creativity without method is intuition, but creativity with strategy is growth.
5. You have promoted the expansion to Madrid. What has this movement meant for the structure, culture and ambition of the agency?
The expansion to Madrid has been a natural step in our growth. It has allowed us to be closer to large clients and reinforce our ambition as a national agency. Internally, it has forced us to further professionalize processes and structure, something we had already been working on with certifications such as ISO, and to consolidate a culture based on quality and continuous improvement, without losing the entrepreneurial and friendly mentality that defines us.
This bet has not just been a change of zip code; has transformed our operational capacity. Being in Madrid allows us to integrate much more organically into the decision-making ecosystems of large corporations.. The most gratifying thing has been to see how, by professionalizing processes, the team has kept our culture of agility intact, demonstrating that we can grow in scale without losing our strategic boutique DNA.
6. What real impact is Artificial Intelligence having on the way you work, both in creativity and in analysis and optimization?
Artificial Intelligence is changing the way we analyze data, optimize campaigns and produce content. For us it does not replace creativity, power. It allows us to be more efficient, make more informed decisions and spend more time thinking strategically. The key is to use it as a tool, not a shortcut.
6. After hundreds of projects and years of growth, what has been the biggest challenge you have faced as CEO?
The biggest challenge has been managing growth without losing essence. Going from a small, highly operational team to a larger structure involves delegating, trusting, and building culture. Learning to lead people, not just projects, has been one of the greatest learnings of these years.
Leading people has taught me that the success of Imagina no longer depends on my technical supervision, but on my ability to convey a vision. My greatest pride today is seeing how the team makes complex strategic decisions while maintaining that essence that we defined in 2015: always putting the client’s business at the center of each idea.
7. Do you want to add any other topic of interest?
I believe that the current moment requires consistency and a long-term vision from brands. Digital communication is no longer an option, it is the central axis of the business. Our goal at Imagina is to continue accompanying brands in this process, combining strategy, creativity and technology to generate real impact.
We are at an inflection point where technology, especially with AI, is advancing at an astonishing speed. At Imagina we will continue to be that partner that helps brands not lose direction: to use innovation not for fashion, but as a real lever to build brands with purpose and sustainable results over time.
