The figure of the influencer in social networks is increasingly professionalized. With the digitization of the economy, these figures have become one of the main showcases for all kinds of brands. Behind the attractiveness of the images is the work of marketing agencies, such as Milkyway.
This Barcelona company was founded in 2017 by Carol Murtra, a consultant specializing in technology and advertising. After a long career in companies like Havas Media, Softonic or Trovit, she decided to try it on her own. “I started working as a consultant and won the Israeli group Leaders as a client, which develops technology that maximizes the results of marketing campaigns on social networks. The efficiency 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.
Under the name of Leaders, 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 match, that is, to choose the most appropriate influencer based on each product. Afterwards, we design the campaign and monitor the results in a very detailed way”, comments the CEO.
With this business, the company expects to bill 4 million euros this year, half of which come from campaigns in Spain, and the other half from abroad.
The firm now faces a new stage under the control of Grupo Godó, which became a shareholder of the company at the beginning of this year. The agency has since been renamed Milkyway, with the goal of differentiating itself and becoming a one-stop agency for influencers and brands.
In the future, Murtra comments that the company is studying to market its software to the influencers themselves. “On many occasions we have more information than they themselves, so we could help them maximize their influence on the networks,” he points out.
With 20 workers on its staff, Milkyway is also studying how to apply artificial intelligence and technologies related to the web3 blockchain to its service.
