IMAGINA is positioned as the most important digital marketing agency in Spain on Tik-Tok and Instagram.<\/p>\n
“We want to be with positive companies that do good things in any type of sector.”<\/p>\n
In 2015, Daniel Casanovas and Arnau Sanz founded IMAGINA Digital with the ambition of being the most important digital marketing agency in Spain on social networks.<\/p>\n
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You trained in Computer Engineering in the early 2000s, when social networks did not even exist. Was he a visionary?<\/strong><\/p>\n I always had one thing very clear: the Internet was never the future because even then it was the present. Every time a new technology has been invented, it has been perceived as something futuristic and distant. But we are already living from it. We help companies sell more, because with us they will have a better website, or they will be better positioned on Instagram, or they will have a more powerful development on LinkedIn or Tik Tok.<\/p>\n I remember that, at the beginning of social networks, companies believed that this was an exclusive topic for kids and young people. But everything has evolved a lot and now everyone has them. My father, for example, watches videos that interest him on YouTube\u2026 So brands already know that their audiences are waiting for them on social networks.<\/p>\n \u00a0<\/p>\n What concern led you to put programming aside, so to speak, and switch to digital communication?<\/strong><\/p>\n It’s true: I come from the IT side. But the Internet is a meeting point between the public and companies, and that means communication. I saw that websites existed, and then I saw how social networks were invented and developed, which were much more powerful because they allowed people to connect through digital means.<\/p>\n Today, most couples getting married in the United States have met online. And companies are increasingly selling more online. Finally, all brands have established themselves in one way or another in that environment.<\/p>\n \u00a0<\/p>\n And did you decide to start out on your own, or did you prefer to cut your teeth as an employee of a company?<\/strong><\/p>\n At the beginning of my professional career I joined a company and was a project manager for numerous clients. Later I developed this concern: I saw that I could work better with my own clients and do it more comfortably. Furthermore, I believed that in my own company no one would put a ceiling on me.<\/p>\n \u00a0<\/p>\n And founded Imagina.<\/strong><\/p>\n In 2015, together with Arnau Sanz. He was 23 years old at the time and I was around 30. He dominates the channel and social networks and I knew that he was the ideal partner to create a digital agency with the ambition of being the best in Spain in social networks.<\/p>\n \u00a0<\/p>\n Which is not little.<\/strong><\/p>\n We wanted to be the most important so that those companies that needed super-specialized services would call us. Finally, we have made it and this is Imagina. Specialization is what makes us master this channel better than anyone else.<\/p>\n \u00a0<\/p>\n So only two people started.<\/strong><\/p>\n Literally. But after a week we already had a client and hired a person. Then we have grown at rates of 25 to 40% annually, depending on the year. Now we are at 30 people. It is true that the pandemic was very hard for everyone, whether they were companies or people. But we are achieving a certain deployment in Madrid and we work for many brands. We are already quite well known.<\/p>\n \u00a0<\/p>\n I don’t doubt it. Although the name “Imagina” reminds me of an audiovisual production company. They have nothing to do with you.<\/strong><\/p>\n In Spain there are 41 companies called “Imagina”, in very different sectors and activities. But there is only one in digital marketing. It has gone very well for us and, as I say, we are very well known with that brand.<\/p>\n \u00a0<\/p>\n Do you feel that you are already in the Champions of digital marketing in Spain?<\/strong><\/p>\n Being in the Champions League means for us being able to work on big projects for big brands. That’s what we have achieved. But it is also a competition that you can win one year and lose the next, so we prefer to talk about regularity: we have to provide a very good service, and be very specialists in a niche, for a long time. Therefore, rather than the Champions League, we prefer to talk about the yellow jersey.<\/p>\n \u00a0<\/p>\n How do you work with your clients? For specific campaigns, or long term?<\/strong><\/p>\n Our market segment is very competitive, but we tend to stay with clients for a long time. More than making them a specific offer to execute a project or bring them social networks, we try to generate continuous collaboration, in which ad hoc campaigns and creatives can occur.<\/p>\n \u00a0<\/p>\n Any example?<\/strong><\/p>\n We recently helped the Generalitat of Catalonia in its first campaign on the Tinder social network.<\/p>\n \u00a0<\/p>\n Gee.<\/strong><\/p>\n They were interested in promoting vaccination among young people and wanted to find new ways to connect with them. We suggested they use this social network and they accepted. Now we are reaching these people in a different way and the results are quite good.<\/p>\n \u00a0<\/p>\n The results are important to you.<\/strong><\/p>\n Sure! This is what our business is based on. Imagine if we were an agency that offered great creativity, but no results\u2026 We wouldn’t be useful. So, in practice, we put 50% of our focus on developing good creativity and the other 50% on making a great performance, to make the campaigns reach who we want them to reach.<\/p>\n Without a team that delivers results, even the brightest idea is useless.<\/p>\n \u00a0<\/p>\n One of the arguments that companies use today in communication is that of sustainability. Don’t you think it’s being abused a little?<\/strong><\/p>\n Maybe. But what I do know is that we work with large companies that want to change, evolve and do things differently. Furthermore, they are companies that recognize a different agency in us. They see 27-year-old people and this is key for them, because they understand that we are a great bridge between them and social networks. It’s not that we are a nice and attractive agency, it’s that we help companies move in environments that are sensitive to social issues, the environment, equality, etc.<\/p>\n \u00a0<\/p>\n Have you ever said no to a client?<\/strong><\/p>\n Rarely, but when it has happened it has been with companies that seemed unethical to us or with which we were not comfortable working. We want to be with positive companies that do good things in any type of sector.<\/p>\n \u00a0<\/p>\n Back to social media: the first was Facebook. Are you already of retirement age?<\/strong><\/p>\n Let’s say that Facebook is a mature network and we are retiring it early. First, because in Europe it is still a predominant network. Second, because he just had a “grandson” called Metaverso, and he will be brutal. And, thirdly, because Facebook is not just a network, but more: Facebook, Instagram, WhatsApp. And now, the metaverse. That will be a game changer and I don’t know if we are aware of the changes it will cause us.<\/p>\n \u00a0<\/p>\n Some companies are already taking positions in that Metaverse\u2026<\/strong><\/p>\n That’s the idea. What Facebook intends with this project is that anyone, sitting on the couch at home, can watch a live Rosal\u00eda concert from Miami, in a completely immersive experience and thanks to virtual reality glasses.<\/p>\n With this new channel we will be able to do many new things in virtual reality. Until now, we could do certain things through augmented reality, but it’s going to be much better. And for big brands that means a very important set of opportunities. At any time, as customers, we can access virtual specialists who recommend products or answer questions in virtual stores.<\/p>\n \u00a0<\/p>\n And that will prevail more or less quickly.<\/strong><\/p>\n Years ago smartphones did not exist. Today everyone has them. Now virtual reality already exists and what needs to be done is to develop it and make it affordable for everyone to access.<\/p>\n \u00a0<\/p>\n And the computer scientist in you, how do you see all that virtuality? How does a compiled code?<\/strong><\/p>\n The truth is that I have quite hidden my computer science side. On the other hand, I have more developed the idea of \u200b\u200bcommunicating and improving people’s lives through technology. With augmented reality and virtual reality it is something that can be done better.<\/p>\n \u00a0<\/p>\n One of the most interesting phenomena of recent times are podcasts. What do you think of them?<\/strong><\/p>\n Well, they are an interesting element that adds value, yes, when they are within a communication strategy. We have worked on podcasts on very specific topics, as well as e-sports. In the end, it is about offering relevant content to a series of very specific audiences.<\/p>\n \u00a0<\/p>\n And the influencers? Are they a permanent phenomenon or will they be a one-day flower?<\/strong><\/p>\n Well I don’t know. What I do know is that people need trust. And if this trust is provided to you by a brand, or an influential person, it is welcome. We have worked with a lot of influencers for all types of brands and events. But, as I said before with podcasts, this is only part of a strategy; not the entire strategy.<\/p>\n You should not base communication exclusively on influencers because in the end you are giving them all the weight of the campaign and your brand is the one that loses prominence. There has to be a balance between one and the other.<\/p>\n \u00a0<\/p>\n You are a balanced professional team. It seems so.<\/strong><\/p>\n As I said, there are about 30 of us. The majority is female talent. It’s key. Perhaps by being more focused on the field of communication and marketing, it will be easier for us to find that talent than if we dedicated ourselves only to computer programming.<\/p>\n \u00a0<\/p>\n How are they organized?<\/strong><\/p>\n We generally work in teams. Each team is formed either because it manages a transversal issue, or because it works side by side with a client. We consider ourselves an extension of each client.<\/p>\n \u00a0<\/p>\n