Gerardo Mariñas, CEO of House of Communication Spain – Mediaplus Alma, examines the current imbalances in advertising investment in El Publicista’s Partners for success 2026 Yearbook.

He warns that the pressure to deliver immediate results is leading many brands to overinvest in performance marketing. Although these initiatives can generate short-term returns, they become less effective without strong brand awareness, recognition and consistency. He therefore calls for greater investment in brand building and strategic branding as the foundations of sustainable growth.

Mariñas also notes that the customer journey is no longer linear and that any media channel can influence different stages of the purchasing process. Brands must therefore adapt their strategies to each consumer’s particular situation and assess the combined contribution of different media channels and disciplines.