Milkyway, the company for 'influencers' in the last

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The figure of influential people on social networks is increasingly professionalized. With the digitalization of the economy, these figures have become one of the main showcases for all types of brands. Behind the appeal of the images is the work of marketing agencies, such as Milkyway. This Barcelona company was founded in 2017 by Carol Murtra, a consultant specialized in technology and advertising. After a long career in companies such as Havas Media, Softonic or Trovit, she decided to try it on her own. “I started working as a consultant and gained the Israeli group Leaders as a client, which develops technology that maximizes the results of social media marketing campaigns.

The effectiveness of its software captivated me to the point that I decided to acquire a license and found a company to exploit it,” recalls the Barcelona businesswoman. The company employs 20 people in Job Function Email Database Barcelona and works for brands in Spain and abroad Under the name Líderes, the company expanded, gaining clients both in Spain and abroad. Among them are brands such as Nespresso, Aliexpress, Fundació La Caixa or Hello Fresh. These companies hire their service to design the marketing campaign on any type of social network, be it Instagram, Linkedin, Twitter or YouTube. “Our technology allows us to make a perfect combination , that is, choose the most appropriate influencers based on each product. Afterwards, we design the campaign and monitor the results in a very detailed way,” says the general director.



This business, the company expects to bill 4 million euros this year, half of which comes from campaigns in Spain and the other half abroad. The firm now faces a new stage under the control of the Godó Group, which became a shareholder of the company at the beginning of this year. The agency has since been renamed Milkyway, with the aim of differentiating itself and becoming a unique agency for influencers and brands. In the future, Murtra comments that the company is studying marketing its software to influencers . “On many occasions we have more information than they do, so we could help them maximize their influence on the networks,” he points out.