Reflections, advice and experiences on strategic business communication
The Maco&Co blog shares insights, analysis and practical tools on corporate communications, public relations, brand strategy and digital reputation. Each article is grounded in real-world work with clients across industries including manufacturing, retail, health and technology. Our goal is straightforward: to turn communication from a cost into a measurable growth driver for your business.
The web is not dead, but its role has changed. Today, it is part of an ecosystem where content, reputation, media, search engines, and artificial intelligence must work in a connected manner.
I have rested and taken care of myself this summer. But I have not completely disappeared. And September has proven me right: those who work in silence while everyone else takes a break reap the rewards when others start from scratch.
This summer, I made the most important decision I have made in a long time: to choose my health above all else. I return with a cold, yes. It seems ironic. But I return whole.
I am writing this from my vacation. And precisely for that reason, it seems to me the perfect moment for this second part: what exactly happens in September if you did nothing during the summer?
I thought today would be a good moment to do something I rarely allow myself: to pause, reflect, and share with you who I am, beyond Maco&Co.
My daughter is 17 years old and in just a few months, she has achieved things that seemed impossible. When I asked her how she did it, her response was the simplest and most powerful I have heard in a long time: "Mom, I knew what I wanted. And I knew there was only one way."
This week I said no to a project. Not because I wasn't interested in the client or didn't believe in their potential. But because what they were asking for was not aligned with what I excel at. And that distinction, although it can be difficult to see in the moment, changes everything.
Yesterday, I was a speaker at a roundtable on AI at the Col·legi de Periodistes. I posed a simple question to the audience, and there was silence. That question is the one that should concern any company the most today.
Every year, the same thing happens: July arrives and companies slow down. But it is when there is less noise. And when everyone is silent, those who speak are heard better. This is what truly works in July.
Today, I accompanied a client to a television studio. And while we waited backstage, I reflected on everything that goes into those three or four minutes that the viewer sees on screen, which seem so simple.
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