In an industry often characterized by rapid change and surface-level metrics, Mar\u00eda Cordero, the founder and CEO of the influential Spanish agency TWIC, offers a perspective rooted in deep experience and a philosophy of human-centric development. Having built TWIC over fifteen years into a powerhouse representing some of Spain’s most prominent digital creators\u2014from Laura Escanes to Ana Peleteiro and Jorge Mart\u00edn\u2014Cordero’s insights cut through the noise, advocating for fundamental changes in how social platforms operate and how talent is nurtured.<\/p>\n
Mar\u00eda Cordero’s career path was initially charted for conflict zones, not boardrooms. “De peque\u00f1a so\u00f1aba con ser periodista de guerra y cubrir conflictos internacionales,” she recalls. This foundational training in journalism, working for elmundo.es, instilled in her a rigor for storytelling and communication. A pivotal mentorship under Natalia Escalada, a founder of El Mundo, provided a masterclass in strategy and negotiation. This unique blend of journalistic integrity and strategic communication became the bedrock upon which TWIC was built. Her first major foray into personal branding in 2010, developing what she calls the first major “influencer” success case in Spain, revealed a clear market need: talented individuals required professional resources and guidance to realize their full potential.<\/p>\n
TWIC began as a solo endeavor, with Cordero working hand-in-hand with a select few creators. The objective was clear from the start: “Conseguir cubrir todas las necesidades que tuviera un talento para alcanzar sus objetivos.” This focus on comprehensive support, rather than mere transactional management, defined the agency’s ethos. The scaling of the company was a partnership, aided by her husband, Sergio. The core learning from those early entrepreneurial days, she states, is conviction: “Cuando creas en algo y tengas claro que puedes y quieres conseguirlo, hazlo. Invierte tu tiempo, esfu\u00e9rzate, rod\u00e9ate de personas que te sumen y crean en ti. El equipo lo es todo.” This philosophy is reflected in her recent recognition as one of Spain’s most valued executives in the sector by the Scopen report, an accolade she attributes directly to her team.<\/p>\n
When asked to define TWIC’s strengths, Cordero initially listed being first-movers, having a senior team, and expertise. However, a conversation with an investor friend sharpened her perspective. He identified the true differentiator: “Creo que el punto diferencial de verdad es que desarroll\u00e1is el talento. No solo lo gestion\u00e1is. Acompa\u00f1\u00e1is, os involucr\u00e1is en su crecimiento personal y profesional… Invert\u00eds en el talento con humanidad y humildad. Y les dais una confianza plena gracias a la transparencia econ\u00f3mica real.” This commitment to holistic development in an industry often criticized for its opacity is central to their client relationships. Their clients are “personas con mucha intuici\u00f3n y un gran talento” seeking the tools to achieve their dreams. The relationship is built on foundational trust, particularly in financial transparency, which Cordero sees as non-negotiable for managing the intense personal exposure inherent to a content creator’s life.<\/p>\n
Managing influencers is far from simple, Cordero admits. “Trabajar con personas nunca es una tarea sencilla,” she says, emphasizing that being a creator is a job of total personal exposure. To support their talent, TWIC employs a coach to help navigate daily frustrations, fears, and egos, ensuring creators are well-equipped for what she describes as a “carrera de fondo”\u2014a long-distance race. This supportive infrastructure is crucial for sustainable careers.<\/p>\n
When it comes to matching influencers with brands, Cordero’s criteria are unambiguous. “El talento ideal se escoge en base a la honestidad,” she states, coupled with a deep analysis of objective data and content style. The key is alignment: brands must integrate naturally into a creator’s lifestyle and narrative. “Insisto mucho en la palabra honestidad porque creo que en las redes es fundamental para consolidar una marca personal y una carrera a largo recorrido.” This principle guards against inauthentic promotions that erode audience trust.<\/p>\n
Addressing the growing controversy around social media’s impact, particularly on minors, Cordero proposes a straightforward, albeit significant, structural change. “Yo siempre he abogado por que las redes sociales no sean an\u00f3nimas, que cada usuario tenga su documento de identidad asociado,” she asserts. She believes mandatory identity verification would radically curb gratuitous insults, disrespect, and the proliferation of harmful content by introducing real-world accountability. Beyond platform-level changes, she underscores a collective responsibility: “Es una labor de todos ser responsables con el tipo de contenido que se comparte, que se consume y que se lanza a redes.”<\/p>\n
On the topic of sexism and discrimination, Cordero’s experience within the Spanish influencer marketing sphere is notably positive. At TWIC, 59 of the 63 employees are women. She observes that in Spain, an estimated 70-80% of creators and 60-75% of agency professionals in the sector are women, making it a market with a “presencia femenina masiva.” While not dismissing broader societal issues, her testimony points to a unique space where female leadership and participation are the norm.<\/p>\n
Looking ahead, Cordero envisions a vastly more professionalized landscape by 2030. Top creators will evolve into successful personal brands with their own enterprises. Formal education will emerge, a trend TWIC is pioneering with the launch of the first university-backed specialization course in influencer marketing with the Universidad Francisco de Vitoria. New platforms and formats will arise, and artificial intelligence will play a significant role. Her ambition for TWIC is clear: to remain the reference point in Spain and become the benchmark across Europe. The journey from managing individual talent to shaping the future standards of an entire industry continues, guided by a belief in development, transparency, and the power of authentic, responsible communication.<\/p>\n
As the digital landscape grapples with its own growing pains, the call for verified identity and shared responsibility championed by leaders like Cordero moves from a peripheral suggestion to a central tenet for sustainable growth. The future she describes\u2014one of professionalism, education, and accountability\u2014suggests an industry maturing not just in its economic power, but in its ethical foundations, ensuring that the human element at its core is protected and empowered for the long term.<\/p>\n","protected":false},"excerpt":{"rendered":"
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