Interview with Isabel Lozano, Managing Director of Trescom

Violeta Zapata

We review the Trescom agency’s trajectory and discovered what are the keys to its success and its daily activity, taking into account the latest trends in the sector and the use of platforms such as Publisher

trescom logo

Trescom is a communication agency specialized in developing global, creative and innovative content strategies, which has just celebrated its tenth anniversary. A decade in which it has experienced great business growth, already surpassing the 50 professionals who make up its team and with a portfolio of more than 90 national and international clients, which has led them to land in Gijón (2018) and Barcelona in early 2019.

Founded by Isabel Lozano, Trescom is born as the beginning of the crisis breaks out but this has not prevented it from consolidating itself as an agency that provides a tailor-made service to its leading clients in various sectors. It is worth mentioning the recognition granted by Control Magazine as “Best Communication Agency” in 2018. We interviewed its Managing Director of Trescom, Isabel Lozano: Don’t miss it!      

At @trescom_agencia we periodically review our work processes, incorporating new tools and agile methodologies. Isabel Lozano, Managing Partner of Trescom Click To Tweet

Isabel Lozano

TRESCOM, the 3 C’s agency : CREATIVITY, CONTENT AND CONVERSION

What is the history of Trescom and the main challenges the agency has faced in recent years?
Trescom arises when we detect a growing need in the sector: customers demanded a communication agency that offered a hyper personalized service and a strategy across all channels. We started out as a small agency with large clients, many of whom are still with us today and some of them, though gone for a while, have come back later. During this time our main challenge has been to adapt to the changing environment of communication, we have always worked hard to anticipate these changes, be able to know the latest trends and be prepared when they arrive to offer our customers the best strategy. A goal that we have successfully achieved thanks to our digital, creative and PR departments, which function as one. Thus, we have turned adaptability into our differential value.

What kind of services do you offer? Are you specialized in any sector?
We are a communication agency specializing in developing global content strategies, creative and innovative, in order to impact and reach different target audiences effectively and through all channels. In other words, we specialize in generating quality content to ensure that a message reaches its target despite the noise that there is today in the communication channels. We offer PR and event services (corporate and internal communication, media management, street marketing actions, sectoral agreements, product management…), content marketing (story-telling, blogs, branded content, audiovisual/edition/infography, email marketing, studies and reports…), social and digital media (management of social networks and influencers, web development, marketing and digital advertising…) and branding (logo, positioning, identity…).

What does the arrival in Barcelona strategically mean for the brand?
At Trescom we have national and international customers. We always try to provide as personalized and localized service as possible, and the opening of new offices is a great boost to this goal.That is why we have expanded Trescom with headquarters in Barcelona and Asturias, but we want to continue to grow and expand our presence in Spain. We have the same illusion as the first day of embarking on new projects, wherever they may be.

Following the words of Isabel Lozano in the newspaper El Referente – “In these ten years we have experienced a total transformation in messages, public and channels”– how an agency such as Trescom faces and adapts to these profound and disruptive changes in the sector? 
It has been a truly impressive transformation, but we have been able to adapt, strengthening our team to offer a more complete service to our customers. We have not stopped growing, going from 8 employees in our beginnings to more than 50 today, and we have incorporated specialists in social media, online advertising, web analysis and development, audiovisual and SEO. Trescom is now the 3 C’s agency: creativity, content and conversion.

Speaking of changes, has the relationship between agencies and their clients been redefined in the last 10 years?
Customers have demanded an increasingly close and transparent relationship, which is in line with developments in the sector. It is becoming increasingly important to maintain trust and work as a team with perfectly aligned objectives.

Along these lines, both in the area of communication and public relations, and in the corporate fabric in general, the impact of disruptive technologies has profoundly modified the work of virtually every profession. At Trescom, are you applying digital transformation processes in the agency?, at what level has this key aspect for your business become?, what are the keys to your digital transformation?
We strongly believe in the need to constantly renew ourselves to be the best version of ourselves. That’s why at Trescom we periodically review our work processes, incorporating new tools and agile methodologies. We try to form ourselves, we are part of the collaborative environment of The Valley that offers us a continuous opportunity for training and this has a very positive impact on our work. And we also try to take care of the culture and identity of the company.

PERSONALIZARRESCUING A TOPIC OF MAXIMUM ACTUALITY IN THE SECTOR AND THAT IS PRESENTED AS ONE OF THE GREAT CHALLENGES… LET’S TALK ABOUT MEASUREMENT.

What are the key KPIs in terms of communication and public relations in an agency’s day-to-day work?
For each client the main KPIs vary, although the most important thing is to detect the client’s key KPI, the metric that will most value and focus the strategy on it. Once determined, today it is easy to count and qualify the impacts and repercussions because they are digital: the same thing happens with marketing campaigns and social networks.

Bearing in mind that in communication we constantly work with intangible objectives, what are the most common difficulties you encounter in measuring these Kpis and presenting them to customers? 
The data and variables that are pending to correctly measure the KPIs have been multiplied by a thousand with the transformation of the sector. It is often difficult to find those that really interest a sector or a team, but little by little we manage to make it concrete between all parties, in this case is where the need for a clear briefing is demonstrated.

icono acuTRESCOM HAS BECOME A CLIENT OF AUGURE SINCE THE BEGINNING OF ITS ACTIVITY.  WE CELEBRATED 10 YEARS TOGETHER – THANK YOU FOR THIS TIME TOGETHER! – AND WE WOULD LOVE TO KNOW WHAT BENEFITS WE HAVE BROUGHT TO YOUR DAILY BUSINESS.

What needs arose and encouraged the adoption of a comprehensive platform as Publisher for the agency?
We were looking to integrate the agency’s databases with a powerful system for mass mailings, as well as providing us with all the legal issues involved in these two points, especially from the RGPD.

How has the use of the Publisher helped you in your daily communication, public relations and public affairs activities? What advantages does it offer you?
The main advantage of Publisher is that it allows us to maximize the impact of our communication activities by minimizing management time and accurately. In addition, we highly value the ease of Publisher working as a team as an agency, in a transparent way and supporting us between projects.

Since May 2018, the entry into force of the RGPD has become a headache for communication and public relations professionals. Has the platform helped you meet the requirements of the RGPD? 
Augure’s commitment to the RGPD is fully aligned with ours and reflected in the behaviour of the tool itself. Publisher helps us every day to unite our efforts to meet these requirements.

What is the greatest added value that Publisher offers you?
The agility that brings us to do our work

SEGMENTAR A GOOD WAY TO KNOW THE SOUL OF AN AGENCY IS TO DIVE INTO SOME OF ITS SUCCESS STORIES OR PROJECTS MORE LINKED TO THE PHILOSOPHY OF THE BRAND. IN THIS LINE, WE WOULD LIKE TO HIGHLIGHT THE FIRST RSC CAMPAIGN THAT YOU HAVE LAUNCHED, THIS YEAR, UNDER THE NAME “YO, JEFA”

Tell us a little, why and how was this project born and where is it going?

Yo Jefa Trescom “Yo, Jefa” is an initiative to awaken female leadership among girls and adolescents. If a girl is asked, “What do you want to be when you grow up?” she is unlikely to answer that she dreams of running a hospital, having a position of responsibility in a bank, being the president of a big company or creating her own startup. We want girls to be seen as bosses, to be one more option for them. As a first action, we have drawn up a census of chiefs, to create references for girls. Our next step is a shadowing activity in which young women can accompany women in managerial or similar positions in their daily lives.

Marketing and Communication Manager Violeta Zapata

The plurality of roles she has carried out, since the beginning of her professional career, give her a global and complete vision of the sector. She began his career in radio, writing, editing and broadcasting news. Later, she joined as an account executive in different agencies, where she carried out the planning and execution of communication and public relations strategies. In recent years, she has completed her training with specialized courses in Social Media and Digital Marketing that allow her to complete her work profile offline and online.

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