Innovation & Growth by Global has been created to reinforce Global Spain’s commercial strategy by bringing the potential of its portfolio closer to brands and advertisers, while strengthening collaboration with media agencies to facilitate the planning and development of Out of Home campaigns.
Madrid, 21 September 2026 – In an Out of Home environment that is increasingly precise, innovative and connected, brands have new opportunities to communicate with their audiences. Innovation & Growth brings this vision together within Global Spain’s Commercial division, with the aim of driving an advertiser-focused sales strategy, strengthening relationships with brands and, at the same time, working in a coordinated manner with media agencies to make all of Global’s potential available to them.
Innovation & Growth was created to bring Global closer to the needs of brands and their partners across the advertising ecosystem. Its purpose is to understand their challenges and turn them into new Out of Home communications opportunities. At a time when advertisers are seeking to better understand the medium, its audiences and all its possibilities, this new division aims to facilitate that understanding and work alongside agencies and their clients to develop solutions that help them make the most of their budgets and achieve their objectives.
The new division gives brands and agencies access to the full breadth of Global’s offering: from its transit and large-format portfolio to DOOH advertising and branded content activations.
This team has been created to connect strategy, creativity, innovation and new forms of communication, developing solutions capable of creating brand experiences that go beyond traditional formats and demonstrate everything Global can offer.
A TEAM WHICH CONNECTS BRANDS, CREATIVITY AND INNOVATION
Global Spain has a team that combines talent, experience and enthusiasm to take on this new challenge.
The team is led in Madrid by Inma Abad, Head of Sales, and in Barcelona by Mireia Torres, Key Account Manager.
It is organised alongside Paloma Calleja, Key Account Manager, and Helena Boj, Head of Branded Content. Joining the team is a new profile with extensive experience and a strong track record in the sector: Marina García, who joins Global Spain as Head of Branded Content, strengthening Innovation & Growth’s capacity to develop innovation projects, special activations and brand experiences.
Marina García has more than 18 years of experience in advertising and media, with a career particularly linked to OOH advertising, innovation and branded content. Throughout her career, she has worked with a range of media agencies and media owners, leading strategies and projects for major brands and developing solutions that combine creativity, technology, production and new advertising formats. Before joining Global, she held senior positions at companies including IPG Mediabrands.
The team is completed by Borja Jareño, Account Executive, who strengthens Innovation & Growth’s commercial structure and contributes to the development of new opportunities for local advertisers.
