Executive Assistant

Amplifying a strategic rebranding through OOH activation. Discover how Mapfre boosted brand awareness by +17 pts and consideration by +15 pts with a high-impact Madrid OOH campaign. A standout urban activation measured by JCDecaux and Episto that proves the real power of premium outdoor advertising. Challenges. Mapfre, a leading Spanish insurance and financial services group recognised for its broad range of protection, savings, and investment products, wished to showcase its new brand identity. The brand launched an Out-of-Home campaign linked to its rebranding initiative, aimed at amplifying brand awareness among a broad audience of individuals aged 18-60. JCDecaux Spain supported Mapfre in evaluating the effectiveness of OOH exposure across key brand metrics to gauge the overall impact of this strategy. Strategy. Mapfre ran a week-long OOH campaign in strategic Madrid districts, featuring a full takeover along the Castellana axis and Plaza de Colón. The activation combined a single digital creative with premium wrapped bus shelters, translucent panels, illuminated corporate-colored roofs, and a special wrapping at Nuevos Ministerios. To assess impact, JCDecaux Spain partnered with Episto to deploy a post-campaign online survey, gathering a total of 409 responses: 105 non-exposed and 304 exposed. Respondents were classified as exposed or non-exposed based on the proximity of their mobile device IDs to the activated panels. The survey focused on brand awareness, consideration, ad recall, ad branding, and overall ad perception. Results. The campaign successfully delivered on its main objective, with 88% of respondents recognising the brand and a remarkable +17 pts uplift in brand awareness among those exposed to the OOH campaign. Driven by strong creative execution and an exceptional deployment of premium wrapped bus shelters, the campaign generated high engagement and ad recall rates. This led to a strong ad branding score, with 75% of respondents associating the campaign with Mapfre. Beyond driving visibility, the campaign generated strong commercial intent, with 51% of respondents stating they would choose Mapfre over competitors, representing a +15 pts uplift in brand consideration among those exposed to the activation. These results confirm the success of Mapfre's rebranding initiative and its new brand identity, demonstrating that the OOH strategy was highly effective in boosting both brand recognition and consumer consideration. 5th October 2026

Mario Guzmán appointed new marketing director of JCDecaux Spain. * Mario Guzmán takes over as marketing director of JCDecaux Spain after more than eight years of experience within the Group, where until now he held the same position in Mexico. * He replaces Ricardo Pérez Valcárcel, who will be appointed general director of JCDecaux Mexico. Madrid, October 1, 2026. JCDecaux, the global leader in outdoor advertising, has announced the appointment of Mario Guzmán Garza as the new marketing director of JCDecaux Spain. Guzmán already holds the position from the Madrid office and will report directly to Carlos Barón, general director of JCDecaux Spain. Mario Guzmán has more than eight years of experience within JCDecaux. He joined the company in 2018 as marketing manager of JCDecaux Mexico and, in 2021, was promoted to marketing director. He is now starting a new professional stage in Spain with the aim of continuing the excellent work carried out by Ricardo Pérez Valcárcel. Before joining JCDecaux, Guzmán developed his professional career in the field of fast-moving consumer goods and brand management. He began his career in 2012 at PepsiCo as brand coordinator. Later, in 2015, he was appointed brand manager of St. Regis in Mexico and, a year later, he joined ACH Food Companies as brand manager of Twinings. Before joining JCDecaux, he also led the marketing and commercialization strategy for Aladino, the popular peanut butter brand in Mexico. A graduate in international marketing from the University of Monterrey, his experience in both brand building and management and in the media field gives him a comprehensive vision of the advertising ecosystem and of advertisers' needs to continue driving outdoor advertising in Spain. "I face this new stage with great enthusiasm and with the opportunity to bring to the Spain office all the learning accumulated during these years at the firm. The market is experiencing a moment of enormous transformation, and from the marketing department we want to continue working very closely with advertisers and agencies, understanding their needs and highlighting all the possibilities offered by outdoor advertising to continue building brands and connecting with people," says Mario Guzmán, new marketing director of JCDecaux Spain. Mario's appointment is part of an internal succession within the Group, as Ricardo Pérez Valcárcel, until now marketing director in Spain, will take over as general director of JCDecaux in Mexico effective December 1, 2026. In the words of Ricardo Pérez, "I close this stage at JCDecaux Spain with deep and sincere gratitude. It has been an enormous privilege to be part of this office, and I want to thank wholeheartedly the entire team that makes it up. Thanks to their talent and daily dedication, our subsidiary has become a true pillar within the Group. Furthermore, I am leaving this project in the best possible hands. I know Mario very well, I know the great vision he has, and I am absolutely convinced that he will guide the department toward new successes." For his part, Carlos Barón, general director of JCDecaux Spain, has stated that "Mario's joining our team in Spain reflects our commitment to internal talent and to sharing knowledge and experience among the Group's different markets. His career within JCDecaux, together with his knowledge of brands, advertisers and outdoor advertising, will be key to continuing to strengthen our value proposition in Spain." At the same time, Barón wanted to thank Ricardo Pérez for the excellent work carried out during these years leading marketing at JCDecaux Spain, as well as his contribution to the company's growth and evolution: "we wish him every success in this new stage, where we are sure he will continue to contribute all his knowledge and experience to the Group."

JCDecaux adds 2 digital overpass sites to Melbourne's Nepean Highway. Published on: 24th September 2026 at 10:16 AM JCDecaux has launched two new digital large format overpass sites on Melbourne's Nepean Highway at Scentre Group's Westfield Southland. Positioned across one of the city's busiest commuter and retail corridors, the screens provide advertisers with visibility and direct access to audiences travelling to and from a major retail destination ADVERTISING The new sites capture both inbound and outbound traffic across four lanes in each direction, engaging a constant flow of daily commuters, retail audiences and weekend visitors travelling between the CBD, the south-east corridor and Bayside suburbs. The launch comes ahead of Melbourne's peak retail and event season, with increased movement driven by spring racing, AFL finals, Christmas shopping and the summer holidays. Positioned prominently at the gateway to one of the city's busiest retail destinations, the new sites give brands high-value visibility at a time when audience activity is at its strongest. "The Nepean Highway is a critical gateway for Melbourne, and one of the most influential commuter routes. Our new digital screens at Westfield Southland offers a powerful combination of scale, attention and proximity to purchase, allowing advertisers to connect with audiences at scale," said JCDecaux Australia & New Zealand executive general manager commercial Bronwyn Clementson. "These two new sites enhance JCDecaux's digital Nepean Highway network, now comprising 10 premium Digital Large Format locations in total. With Melbourne heading into its busiest retail and event period, they give brands more frequent, high-quality audience connection points across a corridor known for strong commuter flow and major retail visitation," JCDecaux chief sales officer John Harris. The screens have been delivered following a comprehensive planning and approvals process supported by specialist planners, engineers and luminance consultants. The new assets meet JCDecaux's global standards for safety, design, sustainability and digital performance. Join more than 30,000 advertising industry experts Get all the latest advertising and media news direct to your inbox from B&T.