{"id":6701,"date":"2021-02-09T08:00:00","date_gmt":"2021-02-09T08:00:00","guid":{"rendered":"https:\/\/mig-prisma.com\/mig-prisma-20-anos-despues\/"},"modified":"2026-06-03T06:48:35","modified_gmt":"2026-06-03T06:48:35","slug":"50-years-later","status":"publish","type":"post","link":"https:\/\/mig-prisma.com\/en\/thinking\/casos\/mig-prisma-20-anos-despues\/","title":{"rendered":"MIG Prisma. 20 years on."},"content":{"rendered":"

In the last chapter of Game of Thrones<\/em>, Tyrion Lannister<\/strong> addresses the last lords of Westeros who had survived the successive wars and, flanked by Grey worm<\/strong>, tells them that after much thought he had discovered what truly united peoples: \u201cGreat stories\u201d. It was the final reflection of a great story studded with deaths, foolish and weak kings, heroes who are not so much, reintegrated traitors, incapable people in charge, mean people who survive, wise people who obey... A world that should have been governed by Brand \u201cEl Tullido\u201d<\/strong>, the man \u201cwho could fly\u201d. Just like life itself.<\/p>\n\n\n\n

Moved to marketing and communications, today What we do is tell brand stories that aim to show the more human and emotional side of companies and organisations.<\/strong>. But in a way, they are always stories of heroes. After all, no one likes being the bad guy in any story. That doesn't sell.<\/p>\n\n\n\n

But the life of businesses is a game of thrones where characters and personalities of all kinds converge, coexist, fight, evolve or die (in the figurative sense of the word). So we are going to tell the story of Prisma from a more emotional perspective, the journey of its founders to maturity before it was acquired by MIG seven years ago. It is that part of the story that makes us human and, therefore, fallible.<\/p>\n\n\n\n

<\/span>Santander. 1998<\/strong>.<\/span><\/h2>\n\n\n\n

Two friends, bonded by their passion for football and a similar outlook on life, start as juniors at a communications company to earn some money while shaping their futures. One is studying a technical degree (Engineering) and the other a humanities degree (Law). Both dream of starting their own business; they once dreamed of being professional footballers. After Real Madrid, supermodels, and other people's girlfriends, create a business to own your future<\/strong> It was his favourite topic of conversation back then.<\/p>\n\n\n\n

<\/span>Madrid. Year 2000.<\/strong> <\/span><\/h2>\n\n\n\n

A brilliant and obsessive programmer, working for a Telef\u00f3nica subcontractor developing code, receives a call from his two friends. In his living room, they tell him an idea: Create an advertising agency that integrates the internet as one of its solutions<\/strong>. The internet was dial-up and email was for the few. There were no Googles, Facebooks, YouTubes, etc. Smartphones appeared in science fiction films. Terra was the most Brilliant<\/em>. Messenguer, the closest thing to Tinder. The programmer says yes, that he agrees, that Madrid is very expensive and there's a lot of work. Without a Euro to start a business<\/strong>, but there's already a shareholders' agreement and a very clear idea of what we wanted.<\/p>\n\n\n\n

<\/span>Santander. Year 2001.<\/strong> <\/span><\/h2>\n\n\n\n

A 50-square-metre office in the centre of Santander houses the birth of Prisma, as a brand, Prisma Imagen Empresarial as its legal name. A simple name, with an even simpler logo, marks the beginnings of a structure of three partners and one designer<\/strong>. Many years later we were asked why it was called that, and a shrewd argument was constructed to justify it. That's not true: at the home of one of the founders there was a framed photograph, a prism pierced by a beam of light. He always liked that photograph.<\/p>\n\n\n\n

<\/span>Santander. Year 2001.<\/strong> <\/span><\/h2>\n\n\n\n

Prisma's first invoice is for a client to whom we produced a plotter for 15 euros\u2026 The one that saves us from perishing in the first year is an invoice with a cheque for just over 6,000 euros attached, which we cashed after five months working on a corporate brochure. One of the partners receives it, and his hand trembles as he picks it up. That cheque is issued by Antonio D\u00edez Carmona<\/strong>, founder of Cuatroca\u00f1os Real Estate Promotions. He had been the origin and main driving force behind us starting up months earlier, he encouraged us to trust our talent<\/strong>, he taught us by his example what it was and is to be an entrepreneur. To fall 100 times, to not lift your head too high for fear they'll cut it off, to listen to the one who deserves to be heard. <\/strong>Among so many who will speak to you only with the interest of bringing you down, he is and always will be the most beloved client of that part of Prisma's history.<\/p>\n\n\n\n

<\/span>Santander \u2013 Madrid. Years 2002 to 2006.<\/strong> <\/span><\/h2>\n\n\n\n

It's a stage that perhaps defines \u201cgrow without purpose<\/strong>\u201dIt's the entrepreneurial era where sometimes you feel like a Lannister, other times Greyjoy<\/strong>.The first million euros invoiced led to the second, and the second to the third, the third to the fourth\u2026 Gold and iron. The Madrid office is born, and the agency stretches and shrinks like a dislocated spring. You think you are a businessman because you earn more money, you employ more people, you travel further, you climb higher, your car is better than the previous one, your clothes more expensive, your self-esteem higher, the interns always prettier. Despite being years of growth, it is paradoxical that the best memory and the only thing you are proud of is that We never became corrupt.<\/strong>. In a country full of shit, where business was done in expensive restaurants, political party headquarters, and somewhat discreet neon-lit establishments, we never needed to put our fingers in our mouths to alleviate our discomfort.<\/p>\n\n\n\n

Instead, we didn't look after the people who worked with us properly, really, really well, specifically looking after the most talented, those who contributed the most and had the most kindness. We didn't live up to our responsibilities to give them what they needed and, also, to remove those who never added value from the project sooner, those organisational cancers that only encourage disunity. That's what happens when you are the Jaime Lannister<\/strong> of the first two seasons, that you have to have your hand cut off and start paying attention to nobler ones to understand that The path of the entrepreneur is not gold, it is honour, yours and that of those around you.<\/strong>. But that comes later.<\/p>\n\n\n\n

<\/span>Santander \u2013 Madrid 2006 to 2008.<\/strong> <\/span><\/h2>\n\n\n\n

A life lesson. Your turnover continues to grow alongside different blows in life and in business that make us think about what we want to be when we grow up. It's easy to associate what we learned with the 2008 crisis. But no. The greatest business lesson is taught to us by one of our best clients at that time.<\/strong>. After two years working with him, knowing what we did, how we did it, who we did it for, with what resources and people, Try to create an agency from our teams and some of our clients<\/strong>. That lack of ethics and scruples, and of those who encouraged that attempt, changed for ever the very essence of what we are: it made us infinitely stronger, better, humbler, more ethical<\/strong>. We matured as people and managers. The entire team from that Prisma emerged stronger. Today, many of our directors are a result of that period; no one ever felt prouder of who they worked with then and now.<\/p>\n\n\n\n

<\/span>Santander \u2013 Madrid \u2013 2008 to 2013.<\/strong> <\/span><\/h2>\n\n\n\n

A major economic crisis is a highly stimulating and creative period, at every level. An organisation with strong internal bonds tackles the crisis with a keen appetite for the challenge. The bankruptcy of our largest client at the time dealt a financial blow to the organisation, but it remained financially robust and this brought the teams even closer together. These were years of New business<\/em> highly active, better clients and projects, greater industry prominence, increased diversification, the launch of Altalia (now MIG Embryonic<\/a>)\u2026 On that path, Prisma joins forces with the events and public relations agency MPA (now MPA 361\u00ba<\/a>) to develop a joint value proposition to the market that remained valid until 2013. There's still some Lannister in you, but you're becoming more and more Stark<\/strong>, although others only see a part of you. Life teaches you to accept the blows, not as a conspiracy, but as part of your evolution. <\/strong>And showing yourself to be resilient and steadfast \u2013 whether as an organisation or as a leader \u2013 is what others expect of you; they trust that you will be the strongest force, and you must be. It\u2019s telling: that\u2019s when you start to find joy in what you do, in how you do it, because you understand why you do it. You no longer do it to get a better car; you do it to defend the Wall.<\/p>\n\n\n\n

<\/span>Madrid \u2013 Barcelona \u2013 Santander 2010 to 2014.<\/strong> <\/span><\/h2>\n\n\n\n

In every agency, there are clients and individuals who mark the milestones \u2013 for better or for worse. Often, this is down to a campaign or campaigns that attract the attention of those eager for recognition, or to working with a great marketing director, or to the size of the organisation or the account. Just as in the first decade, there is one client who stands out for us \u2013 seen in hindsight today, they are a very small client but one that holds a huge place in our hearts \u2013 and at this stage there are two clients who define a large part of who we are. The first of these is the ESIC Business School<\/a>, a client to whom we have never run a campaign for industry awards but with whom, from the very beginning, we had a special connection, a bond to their values as an organisation and to those of the people working there that transcends the professional. Some of their managers and teams have been, are and will be intellectual, ethical and professional role models for our organisation. They are the most Stark people we have ever known.<\/p>\n\n\n\n

The second is the British company Aviva<\/a>. We had worked with other international companies, but we had never before gained such deep insight into the organisational model of a global giant. It was a constant challenge, but at the same time it was like living in a kind of professional Alexandria \u2013 an organisation a full 10 years ahead of the rest in terms of innovation and corporate culture. Seeing how it was possible to work in Spain using such a fluid, multicultural and transdisciplinary model made us think how fantastic it must be to have the surname Targaryen <\/strong>and to be able to ride on Dragons.<\/p>\n\n\n\n

<\/span>Years 2014 to 2021.<\/strong> <\/span><\/h2>\n\n\n\n

MIG changes everything because it comes at a time when everything made sense. Telling this part of the story is the least important thing. It\u2019s a story that\u2019s still unfolding, where every day tens of people are pouring their hearts into doing the best job possible for internationally relevant clients<\/strong>. But the story is looking more and more like the last scene of Game of Thrones<\/em>, where the King's new Council is made up of those who survived their own destinies. They end up discussing whether to rebuild the brothels or the naval fleet. When you reach that point in the story, it's when everything flows and you've reconciled with who you are and accepted that you are how you are. It's at that moment that you realise that companies that also succeed can be like Jaime Lannister, starting by throwing a child out of a window to preserve their position and evolving step by step to become a loyal knight, of deep honour, who ends up fighting for everyone against the dead.<\/p>\n\n\n\n

<\/span>Hello.<\/strong> <\/span><\/h2>\n\n\n\n

Over 4,000 campaigns later. Over 3,000 digital projects later. Over \u20ac90 million billed. Over 300 people later. More of everything later, What defines you as a company and an organisation is 30% talent, 20% memory, 50% determination, resilience, collective enthusiasm and a good heart<\/strong>. The first propels you into the future, the second steers you in the right direction, and the third strengthens and sustains you. <\/p>","protected":false},"excerpt":{"rendered":"

En el \u00faltimo cap\u00edtulo de Juego de tronos, Tyrion Lannister se dirige a los \u00faltimos se\u00f1ores de Poniente que hab\u00edan sobrevivido a las sucesivas guerras y, flanqueado por Gusano Gris, les dice que despu\u00e9s de mucho pensar hab\u00eda descubierto qu\u00e9 era lo que realmente un\u00eda a los pueblos: \u201cLas grandes historias\u201d. Era la reflexi\u00f3n final […]<\/p>\n","protected":false},"author":2,"featured_media":6702,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-6701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-casos"],"acf":{"alt_intro_image_active":false,"alt_intro_image_hidden":true,"alt_intro_image":""},"_links":{"self":[{"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/posts\/6701","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/comments?post=6701"}],"version-history":[{"count":1,"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/posts\/6701\/revisions"}],"predecessor-version":[{"id":9353,"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/posts\/6701\/revisions\/9353"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/media\/6702"}],"wp:attachment":[{"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/media?parent=6701"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/categories?post=6701"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mig-prisma.com\/en\/wp-json\/wp\/v2\/tags?post=6701"}],"curies":[{"name":"WP","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}