Torres y Carrera

Torres y Carrera is a strategic communications and digital marketing agency based in Madrid, Spain, founded in 2003 by Paula Carrera and Xurxo Torres. With a team of over 60 professionals, the firm provides a comprehensive suite of services that span public relations, corporate communications, digital marketing, and public affairs. Over its two decades of operation, Torres y Carrera has built a reputation for blending storytelling with data-driven strategies, serving a diverse client base across Spain and internationally.

Services and Specialties

Torres y Carrera offers a wide range of services tailored to meet the needs of organizations navigating complex communication landscapes. Its core offerings include strategic consultancy, digital marketing, design and creativity, branded content, event creation, ESG strategy, crisis management, public affairs, spokesperson training, and digital training. The agency also specializes in corporate communications, internal communications, media relations, social media management, and content marketing. Below is a summary of key service areas:

• Strategic consultancy and communication planning
• Digital marketing and inbound marketing
• Branded content and content marketing
• Event creation and management
• ESG (Environmental, Social, and Governance) strategy and corporate social responsibility (RSC)
• Crisis communication and media training
• Public affairs and government affairs
• Visual identity and design
• Online communication and social media management
• Digital transformation and big data analytics

These services are supported by expertise in innovation, digital transformation, and the use of big data to inform communication strategies. Torres y Carrera also provides training for spokespersons and internal teams, ensuring clients are prepared for media interactions and crisis situations.

Who They Help and Their Approach

Torres y Carrera works with a broad spectrum of clients, from national companies in Spain to international organizations operating in Europe, the USA, and Latin America. The agency's client portfolio includes businesses in sectors such as technology, finance, consumer goods, healthcare, and public institutions. Through its COMbyCOM network and strategic alliances, Torres y Carrera extends its reach beyond its offices in Madrid, Vigo, Barcelona, Valencia, and Mexico City, enabling it to manage campaigns across multiple markets.

The agency's approach is grounded in three pillars: knowledge, storytelling, and truth. Torres y Carrera emphasizes the importance of understanding each client's industry and audience, then crafting narratives that resonate authentically. The firm integrates traditional PR tactics with digital tools, such as social media monitoring and data analytics, to measure impact and refine strategies. This blend of creative and analytical methods allows Torres y Carrera to handle everything from reputation management to public affairs campaigns, while maintaining a focus on measurable outcomes.

In crisis communication, Torres y Carrera provides rapid response plans and spokesperson training, helping clients navigate sensitive issues with transparency. For public affairs, the agency offers expertise in government relations and institutional communication, assisting organizations in engaging with policymakers and stakeholders.

Location and Credentials

Headquartered at 109 Calle de Velazquez in Madrid, Spain (postal code 28006), Torres y Carrera operates from multiple locations across Spain and Mexico. The agency's leadership includes Paula Carrera as President and Xurxo Torres as CEO, supported by senior directors overseeing key functions. Over its 20-year history, Torres y Carrera has established itself as a recognized player in the Spanish communications industry, with a track record of serving both local and international clients. Its strategic alliances enable it to manage projects in Europe, the USA, and Latin America, making it a suitable partner for organizations with cross-border communication needs.

Torres y Carrera is a good fit for companies and institutions seeking a full-service communications agency that combines traditional PR expertise with modern digital capabilities. Its strengths in crisis management, public affairs, and ESG communications make it particularly relevant for organizations facing regulatory scrutiny or reputational challenges. The agency's size and experience also make it a practical choice for mid-sized to large enterprises looking for a partner that can handle complex, multi-channel campaigns while maintaining a focus on authenticity and strategic alignment.