creativity isn’t just about turning heads—it’s about making an impact. Brands are tapping into the power of digital creators to spark conversations that go beyond likes and shares, blending visibility with real influence.
Case in point: Wallapop Spain’s recent campaign. By teaming up with local influencers, they showed how sustainable choices can be both practical and stylish—a prime example of how Barcelona’s influencer scene is shaping trends with purpose.
This collaboration is a textbook case of how to blend influencer marketing with sustainability. The campaign brought together over 70 influencers, who collectively reached more than 2 million followers. The content wasn’t just about flashy promotions or influencer endorsements; it was a narrative that encouraged responsible consumption. Through personalized posts, the influencers highlighted how Wallapop helps reduce environmental impact, showing how users saved water, cut down CO2 emissions, and avoided plastic waste—all by buying and selling second-hand items.
The results? Nothing short of impressive. Every profile involved in the campaign was active and engaged, with users and influencers alike fully embracing the message of sustainability. This campaign explains how the right partnerships can drive change—making it a standout example in influencer marketing.
And this is just one example of the kind of thoughtful, impactful work that has made Hamelin Agency a leader in Barcelona's influencer marketing space. In fact, Hamelin’s innovative approach to conscious marketing is just one reason why they are among the top players leading the charge in this growing industry.
Top 8 CEOs of Influencer Marketing Companies in Barcelona
These leaders aren't just driving campaigns—they're setting the standard for how influencer marketing can evolve, combining cutting-edge technology, deep industry expertise, and a creative mindset. By understanding their strategic insights and unique approaches, we gain a clearer picture of what’s shaping the future of digital marketing in Barcelona and beyond.
1. Adriana Taeño
When it comes to influencer marketing in Barcelona, few names carry the weight of Adriana Taeño. As the Founder and CEO of Dazzle Agency, she has built a powerhouse that connects top brands with the right talent, blending strategy, creativity, and data-driven insights to deliver high-impact campaigns.
Her work isn’t just about pairing brands with influencers—it’s about shaping the industry as a whole. Taeño is a vocal advocate for fair influencer compensation, challenging the trend of unpaid collaborations that undervalue creators and disrupt market standards. This commitment to ethical influencer partnerships sets Dazzle apart in an industry that often prioritizes reach over real impact.
Beyond Dazzle, Taeño has launched multiple ventures, including Dazz Creative Studios (a content creation hub), Dazzle Mov (a viral news platform), and Dazzle AI, an artificial intelligence initiative—proving her ability to stay ahead of digital trends.
Her career roots in social media marketing—with experience at Bershka, Double Agent, and Grupo Comdifil—give her a deep understanding of how brands can leverage digital influence effectively. And with a portfolio boasting collaborations with Vogue, Zadig&Voltaire, and Prada, her agency is no stranger to high-profile campaigns.
2. Miguel Ángel Salcedo
If there's one name that bridges the gap between gaming, content creation, and influencer marketing in Spain, it's Miguel Ángel Salcedo, better known online as Chincheto77. Miguel Angel leads one of the first influencer marketing agencies in Spain, a company that started in 2013 as a gaming-focused initiative and has since expanded into lifestyle, fashion, beauty, sports, and entertainment.
What is this agency? That would be L3tcraft. L3tcraft was built by creators, for creators. Founded by four YouTubers—including Salcedo himself—the agency understands digital influence from the inside out, making it a go-to for brands that want authentic, high-impact collaborations. Today, the agency continues to connect brands with audiences through strategic partnerships and a deep understanding of online culture.
Salcedo's career started in YouTube gaming, where he built a dedicated following with Minecraft and League of Legends content, often collaborating with well-known creators like Alexelcapo and Tonacho. This first-hand experience as a content creator gives him unique insight into influencer marketing—he knows what works because he’s lived it.
Before returning full-time to L3tcraft, Salcedo also spent time at ESL (Turtle Entertainment), managing gaming partnerships across Spain and Latin America. His ability to blend corporate strategy with creator-first thinking makes him a standout leader in the space.
With over a decade of experience in gaming, digital marketing, and influencer management, Miguel Ángel Salcedo continues to shape Spain’s influencer marketing industry.
3. Jordi Albert
Jordi Albert brings over 14 years of experience to his current role as CEO and Executive Creative Director of James Brand & Co. During his tenure, the agency has become a creative powerhouse, specializing in bold, disruptive marketing strategies that push the boundaries of digital and influencer campaigns.
Under his guidance, James Brand & Co has expanded across Spain, with two new offices in Madrid and Bilbao, reflecting the agency's growing presence and success in the market. Jordi's approach is deeply multidisciplinary, bringing together a team of diverse professionals—ranging from psychologists to technologists—to deliver impactful, data-backed campaigns. This innovation-centric philosophy has helped elevate brands like Munich, Stradivarius, and Sotheby’s through authentic influencer partnerships that resonate with modern audiences.
Jordi is known for his unique blend of creativity and performance, consistently achieving a 30% annual growth for James Brand & Co. due to high client retention and the acquisition of new accounts. His commitment to creative intelligence ensures influencer marketing at the agency is not just about collaboration, but about strategic partnerships that drive measurable results.
Through his vision, James Brand & Co. has cultivated long-term relationships with top-tier influencers, helping brands enhance credibility and engagement.
4. Gonzalo Cebrián
Gonzalo Cebrián has redefined the industry with data-driven tools that help brands go beyond guesswork and optimize influencer campaigns with real-time performance insights. Being at the helm of Le Guide Noir has allowed Gonzalo the freedom to implement his methodologies and achieve global success - Le Guide Noir has offices In Spain, Italy, and Mexico, and specializes in both local and international campaigns.
The agency offers a suite of 21 exclusive modules, covering everything from campaign execution to conversion tracking, ensuring brands don’t just engage audiences—they turn them into loyal customers. More than just an agency, Le Guide Noir functions as a tech partner, equipping brands and agencies worldwide with cutting-edge social media management tools for platforms like Instagram, Facebook, Twitter, Pinterest, and YouTube.
Cebrián’s approach follows a blue ocean strategy, leveraging Big Data technology to carve out new, untapped opportunities in the influencer marketing space. His ability to blend data, technology, and social media strategy has earned Le Guide Noir a reputation as an industry trendsetter.
Beyond his agency, Cebrián is an influential voice in the fashion and luxury sectors, serving as a guest professor at IE Business School and a speaker at IESE Business School. His expertise in digital marketing and performance analytics makes him a key player in helping brands navigate and dominate the influencer space.
5. Marisa Oliver
Marisa Oliver, CEO and founder of Hamelin Agency, stands as a true trailblazer in Barcelona's influencer marketing scene. With over 20 years in the communication industry, Marisa has not only shaped but revolutionized influencer marketing in Spain. Her unique approach to "Influencer Hunting" has earned her recognition as Spain’s first professional in this niche, and her agency’s success is a testament to her innovative thinking.
Hamelin Agency, which Marisa founded in 2016, is renowned for its strategic influencer selection and partnerships. By ensuring that influencers align with a brand’s core values, Marisa has carved out a reputation for delivering campaigns that don’t just reach audiences, but truly engage them. Her emphasis on tailored, high-quality partnerships has made Hamelin Agency one of the top influencer marketing agencies in the region.
What truly sets Marisa apart, however, is her commitment to purpose-driven marketing. Hamelin is dedicated to collaborating with clients whose values align with their own, ensuring influencer campaigns not only make an impact but also reflect responsibility and authenticity. In a world where digital trends often prioritize numbers over meaningful connections, Marisa’s focus on "influencer marketing with value and values" is a refreshing change.
Under her leadership, Hamelin Agency continues to break boundaries, offering everything from influencer selection to digital PR and paid media amplification. Marisa's leadership has also led the agency to expand its services into podcasting, proving that Hamelin Agency is ahead of the curve in integrating diverse digital strategies.
6. Chris Lewis
Few influencer marketing agencies have the pulling power and expertise as TEAM LEWIS. This is all due to Chris Lewis, the man to lead the charge of success. Under his leadership, TEAM LEWIS has evolved from a UK-based agency into a global powerhouse with 26 offices worldwide. Known for his innovative approach to digital marketing, Chris has been at the forefront of integrating influencer marketing into cohesive branding strategies that blend creativity, SEO, and social media to deliver impactful campaigns.
Chris’s strategic vision has enabled TEAM LEWIS to create highly engaging influencer partnerships, carefully aligning brands with creators who resonate with their target audience. His work has helped shape brand storytelling by leveraging the power of influencers to amplify engagement across multiple channels, making TEAM LEWIS a key player in today’s digital marketing landscape.
Beyond his agency leadership, Chris is also a thought leader, having authored multiple books, including Too Fast to Think and The Leadership Lab, which explores creativity and leadership in modern marketing. His philanthropic efforts, such as the TEAM LEWIS Foundation, demonstrate his commitment to using business as a force for good, supporting over 1,000 causes globally.
Chris’s blend of strategic innovation, thought leadership, and social impact makes him one of Barcelona’s most influential figures in influencer marketing, driving both the agency’s success and the broader industry forward.
7. Lucas Onofre
Lucas Onofre is the Managing Partner and Head of Production at Elespacio, a leading digital marketing and creative agency with a strong international presence, including offices in Barcelona and Berlin. With a career spanning roles in top brands like Cirque du Soleil and Desigual, Lucas brings a wealth of experience to Elespacio, specializing in integrated marketing strategies that include influencer marketing, creative production, and data-driven digital strategies.
Under Lucas’s leadership, Elespacio has become a recognized name in the space, known for its innovative solutions and high-quality work. The agency combines creativity with technology, delivering tailored digital strategies that resonate with diverse global markets. Their commitment to a “think-before-do” philosophy ensures that every campaign is strategically aligned with client goals, while their “if you don’t like it, change it” mentality drives continuous improvement.
Elespacio’s impressive portfolio includes high-profile clients such as Nespresso, Expedia, and the world-famous football club, FC Barcelona, with the agency’s work often earning accolades like Laus Awards and Awwwards recognition. Lucas’s dedication to fostering creativity and collaboration within the agency has resulted in a dynamic team of UX strategists, designers, and technologists who excel at delivering impactful results.
8. Adrián González Lozano
Adrián González Lozano is the CEO of Espectalium, a leading agency specializing in influencer and artist-driven events.
With nearly a decade of experience in the industry, Adrián González Lozano has become a key figure in creating impactful marketing campaigns that connect brands with highly engaged audiences. His agency, Espectalium, brings a host of strategies that boost brand visibility and engagement for businesses across sectors.
Adrián’s background is grounded in commercial development and sales, which he first discovered through his family business. This hands-on experience has shaped his approach to business: solution-oriented, client-focused, and deeply collaborative. His leadership is characterized by a clear focus on leveraging digital tools and influencer marketing strategies to create innovative and memorable experiences for clients.
Under his direction, Espectalium has worked with major brands such as FC Barcelona, ASUS, Huawei, Bayer, and VidaCaixa, organizing successful events and marketing actions that blend entertainment with strategic brand messaging. Adrián’s personal touch in ensuring that every client receives tailored proposals and guidance through the entire process has earned him a reputation as a trusted advisor.
Recognized for his entrepreneurial spirit, Adrián was awarded the prestigious Presea Pedro Maiz for his contributions to social causes and business innovation. His positive, extroverted nature and problem-solving skills have made him a respected leader in the influencer marketing and event management space.
The Powerhouses Behind Barcelona’s Influencer Marketing Revolution
In conclusion, the CEOs leading Barcelona’s top influencer marketing firms are not only experts in digital strategy but also visionaries shaping the industry’s future. From Adriana Taeño’s ethical partnerships at Dazzle Agency to Gonzalo Cebrián’s data-driven innovations at Le Guide Noir, these leaders are pushing the boundaries of creativity and technology.
Their firms offer a diverse range of services, from influencer selection to integrated digital strategies, all designed to drive impactful, authentic brand campaigns. As these CEOs continue to redefine the landscape, Barcelona’s influencer marketing scene is set to remain at the cutting edge.
