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María Martínez Lago


María Martínez Lago


Professor, Master in Digital Marketing FT and PT

General Director MRM//McCann Spain.


Communication, Media & Marketing

Maria Martinez, graduate in Information Sciences (Complutense University) and Master’s Degree in Integrated Communication (CUFVI), began her professional career 19 years ago in Reporter, a leading Spanish company in Branded Content and Corporate Publishing. In 2003 she joined McCann WG and MRM//McCann, as an integrated Account Manager. Since then and during these years Maria has been Branded Content Director, Client Service Director, New Business Director, and Chief Growth Officer of the agency in Spain. From 2011 until 2014 Maria was Client Solutions Director of MRM // McCann Spain, position from which she began to manage the day-to-day of the agency in Madrid and Barcelona.

In January 2015 Maria was appointed General Manager of MRM // McCann Spain. She also leads the Strategy Area of the agency (2011) and is in charge of the digital strategy in integrated businesses of McCann WG Madrid. MRM/McCann is a Leader in Gartner Inc.’s “Magic Quadrant for Global Digital Marketing Agencies” —Gartner is the world’s leading information technology research and advisory Company—. Also, MRM has been the most awarded Spanish agency in 2017, and its Campaign, Beyond Money, for Banco Santander, appointed by Adage, the prestigious American advertising media, as one of the top financial campaigns worldwide (2).

A passionate digital researcher, in love with Innovation, Customer Experience, Data, AI and projects with a business component. Throughout her career, Maria has worked for various industries in Advertising, Marketing and also in innovation and Business Transformation, such as Retail, Finance, Food & Beverage, FMCG, Insurance, Telecommunications, Motor, Beauty, and Utilities among others, and has collaborated with advertisers at a local and European regional level: Coca-Cola, Ikea, L’Oréal Group, Opel, MasterCard, Zurich, Banco Santander, Telefonica, Microsoft, Carrefour, Mahou, BMW, MiniInternational, Iberdrola, Leroy Merlin, Sanitas (BUPA), Repsol, etc.

Corporate Experience

  • Account Supervisor, Reporter, Spain, 2000-2001
  • Account director, Reporter, Spain, 2002-2003
  • Account Manager, McCann WG and MRM//McCann, Spain, 2003-2011
  • Client Solutions Director & Head of digital strategy in integrated businesses, MRM // McCann Spain, Spain, 2011-2014
  • General Manager, MRM // McCann Spain, Spain, 2015-currently

Academic Experience

  • Adjunct Professor of Marketing, IE University, Spain, 2016-Present
  • McCann University, McCann WG, 2014-Present

Academic Background

  • Information Sciences Degree, Complutense University, Spain, 1999
  • Master´s Degree in Integrated Communication, CUFVI, Spain, 2000