Karmina is AENA's social media agency for 2026-2030.

From January 2026, at Karmina we have taken on one of the most relevant and complex projects of our career: the construction and coordination of a 20-person team in Madrid, to serve the world's largest airport operator., Aena.

Beyond the project's scope, the challenge has represented an operational and strategic evolution for our agency. Managing an account of this magnitude involves working simultaneously and in a coordinated manner on multiple areasContent creation, social media management, customer service, audiovisual production, creativity, digital strategy, web development, applied artificial intelligence, online reputation, crisis communication, graphic design and commercial support.

The complexity has not solely been in volume, but in the ability to integrate profiles, methodologies, and processes in order to respond to the needs of an organisation with a constant public presence and a daily impact on millions of people. Each area requires specialisation, but also transversal coordination that allows us to act with speed, judgement, and coherence.

This project also reflects an increasingly evident reality in the sector: Agencies no longer just execute campaigns or generate content. Today, communication demands structures capable of operating almost as internal extensions of brands, combining strategy, creativity, technology, and real-time operational capability. That's why we have profiles like Daniel Mallén, from finance, and Martina Díaz, from operations. «A part of the success of metrics, creativity, and customer perception depends on selection processes, onboarding, and work methodology. We strive every day to make it organised, sensible, and tailored to each client.

Here at Karmina, we understand this step as a display of trust, but also as a confirmation of where our sector is evolving. Multidisciplinary teams, technological integration, applied artificial intelligence, and a global vision of communication are no longer differentiating elements: they are part of the necessary foundation for managing large-scale projects. Ignasi Llorente is a partner at Karmina and the client manager. “In large-scale projects, communication cannot be limited to reacting. The ability to be proactive, to build a clear methodology and to have the purpose defined from the outset is what truly allows for effective management of reputation, customer service, and crisis situations when they arise. In an environment like Aena's, where a public and institutional dimension coexists with enormous commercial and operational activity, the communicative complexity is particularly high. Every decision has an impact on very different audiences: users, media, institutions, brands, airports, partners, or internal teams. Therefore, it was fundamental for us to build a solid structure from the beginning, aligning teams, processes, and strategic vision. When everyone understands where the project is heading and how they should act, day-to-day management gains coherence, speed, and responsiveness. Reputation is not built solely in times of crisis; it is built beforehand, in the methodology, in the work culture, and in the ability to anticipate.”

We continue to grow, learn and adapt, with the ambition to build ever more robust, agile communication models ready for new digital challenges.

AUTHOR

Karmina Team

We are a group of experts committed to helping brands grow through effective digital strategies. With a clear vision and a collaborative approach we offer customised solutions that respond to the specific needs of each client.

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