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Everything journalists, partners and collaborators need to cover Elespacio's new positioning — press release, downloadable assets, founder interviews and editorial content.
Elespacio enters a new era.
Elespacio launches brandformance operating model, positioning the agency at the intersection of strategy, performance and AI
After 20 years building brand and performance campaigns across EMEA, Elespacio announces a repositioning that redefines how agencies and brands work together — introducing REEAL™, a proprietary operating model designed to turn complexity into measurable growth in 90 days.
Elespacio, the Barcelona-headquartered Brandformance agency with offices in Berlin and a strategic partnership in Asia through Thunder Asia, today announces a comprehensive repositioning of its offer and identity. After two decades working with international brands across lifestyle, luxury, technology, retail and FMCG, the agency is making explicit a model it has been building for years: Brandformance — the integration of brand strategy and performance into a single, connected operating system.
The repositioning centres on three convictions. First, that the traditional agency model — built on layers, specialisms and sequential handoffs — is structurally broken and cannot keep pace with the speed and complexity brands now face. Second, that brand and performance are not competing disciplines but the same investment, done well. And third, that the agencies which survive the next five years will be those that stopped selling time and started selling systems.
"The market is arriving at a conclusion we have held for twenty years: when brand and performance share the same strategy, the same brief, and the same team from day one, the results are consistently stronger. We are not repositioning to follow a trend. We are making explicit what has always been true about how we work."
Lucas Onofre — Managing Partner
At the centre of the repositioning is REEAL™ — Elespacio's proprietary five-phase operating framework: Relevant, Edit, Efficient, Align, Launch. Designed to move from insight to action in weeks rather than quarters, REEAL™ embeds AI in the Efficient phase as infrastructure rather than as a production tool — using it to accelerate decisions, process data and remove structural friction from the parts of the work that do not require human judgment. The result: measurable results clients can see within the first 90 days of engagement.
The announcement comes at a moment of significant market validation. According to the Setup Marketing Relationship Survey 2025, 48% of clients ended agency relationships last year due to delivery failure — not budget. The w3 Awards Industry Report found that 61% of clients want agencies to bring more ideas, not more executions. And research confirms that campaigns with strong brand-performance integration deliver up to 30% greater ROI on the same media spend.
"In a world where AI generates unlimited content, the scarcity is not content; it is original thinking. REEAL™ is built around that reality. AI handles the repeatable. Our senior team handles the judgment, the cultural nuance, and the moment when an insight becomes the idea that changes the brief."
Agnieszka Sekreta — Partner & Executive Creative Director
The new positioning is supported by a communications programme launching in September 2026, including placements in PuroMarketing, MarketingDirecto, Programmatic Spain, IPMARK, El Economista, The Brand Identity and Anuncios.com, as well as an organic video series — Elespacio & Friends — launching on Instagram, LinkedIn and YouTube from October 2026.
Elespacio's client portfolio includes international brands in technology, medical aesthetics and the creator economy, with recent work for vivo EU, Cricut and Cynosure Lutronic. The agency works across eight languages with a senior-led, multicultural team, and operates globally through its Thunder Asia partnership.
From Complexity to Growth.
Agnes & Lucas
Meet the people behind Elespacio
Agnieszka Sekreta
Agnieszka Sekreta is Partner and Executive Creative Director at Elespacio, a role she has held since 2006 — making her one of the longest-tenured creative leaders in the Barcelona digital agency scene. With over 23 years of experience in digital experience design, she leads all creative output at the agency across advertising, web design, illustration, animation, and video, working across a portfolio of international brands in fashion, hospitality, luxury and consumer goods.
Agnes brings an unusually broad technical foundation to her creative direction: a BFA in Graphic Design from the University of the Arts, combined with deep expertise in business design, service design and front-end development. This range — from visual thinking to systems thinking — allows her to bridge strategy, technology and the audience experience in a way that is rare in creative leadership.
She has led work for brands including Nespresso, Zalando, Hotels.com, Victorinox, Pernod Ricard and Barceló Hotels, and has lectured in digital advertising at Harbour.Space University in Barcelona. Elespacio is a female co-led agency with 50% women on staff — a fact Agnes has championed publicly, including through the agency's Mind the Gender Pay Gap campaign. She has been a faculty member and speaker at Harbour.Space since its early years.
Lucas Onofre
Lucas Onofre is Managing Partner and Head of Production at Elespacio, the Barcelona-based Brandformance agency he has helped build into an internationally recognised practice over more than two decades. His career spans both client-side and agency environments — with formative roles at Cirque du Soleil and Fantasy Interactive — giving him a distinctive perspective on how ideas move from strategy to execution at scale.
At Elespacio, Lucas works at the intersection of strategy, production and digital marketing, leading high-profile integrated campaigns for global clients including Nespresso, Google, Desigual, Eurovision and FC Barcelona. He has been a speaker at Harbour.Space University in Barcelona and has presented Elespacio's approach to creativity and marketing to MBA students at SMU Cox in Dallas.
He studied at the Universiteit van Amsterdam and has built his expertise across online advertising, digital strategy, the Google Marketing Platform and data-driven campaign management. Lucas is one of the architects of REEAL™ — Elespacio's proprietary operating framework — and a central voice in the agency's repositioning around Brandformance.
