Daniel Casal
Independent consultant
About me
I am Daniel Casal, a Spanish entrepreneur who founded one of the earliest digital agencies in the Spanish market.
Throughout my career, I have worn various hats, serving as a political advisor, lecturer, writer, teacher, and of course, an entrepreneur. For over 7 years, I had the privilege of being the President of the Spanish chapter of the International Advertising Association (IAA) in which I currently hold the position of creative vice-president..
My agency, Arroba, was was earliest innovating ad, recognizing that the digital revolution was transforming the way brands needed to communicate with their audiences. We were quick to adapt to the changes in consumer habits driven by the digital ecosystem. With a presence in Spain, France, and Mexico, Arroba became a prominent player in the industry.
In 2018, we made a significant move by merging with Yslandia, which positioned us among the top 5 creative agencies in Spain. However, after three years, I decided to part ways with Yslandia to embark on new entrepreneurial endeavors.
Currently, my focus is on the mergers and acquisitions market (M&A) in the marketing and advertising industry. I want to help my fellow agency owners grow their businesses and get the maximum return on their future sales.
Background
Download my CV
2013-Present
International advertising association.
President - Vice President
The International Advertising Association is the world’s only globally-focused ‘tripartite’ advertising trade association with membership representing advertisers, agencies and the media. Established in 1938 as a not-for-profit organization, the IAA is comprised of corporate members, organizational members, education affiliates, as well as Chapters with individual members and young professionals from over 40 countries. My role was president of the Spanish chapter for 8 years and currently I continue to help them as vice-president of the association.
2017-Present
Independent consultant
As an independent digital marketing consultant, my focus is on helping companies and brands overcome the challenges they face in the digital age. An important part of my job is to assess and adapt your current structures and processes so that they are aligned with digital trends and best practices. This includes integrating digital marketing strategies into your day-to-day operations, ensuring that your resources and teams are optimized to take full advantage of the opportunities offered by the digital world.
In the context of advertising agencies and marketing departments, my role extends to the evaluation and analysis of their internal structures to enhance their digital capabilities. This involves examining how various departments within the agency or marketing team are organized and operate, and identifying areas where digital integration can lead to increased efficiency and effectiveness.
2006 - present
Hight education
Lecture
I have had the opportunity to share my strategic knowledge of digital marketing in different universities and business schools in Spain and Latin America, such as Universidad Complutense de Madrid, Universidad Antonio Nebrija, Esic University, Eude Business School and Instituto Europeo di design.
1998 - 2019
Arroba
Ceo & Owner
Arroba was one of the first independent creative agencies created in the Spanish market. Pioneers in understanding that the digital revolution had changed the way brands had to communicate with audiences and the changes in consumer habits that the digital ecosystem was producing. Arroba had a presence in Spain, France and Mexico. In 2019 it was acquired by Yslandia.