Bacana marks 20 years with a new AI push for luxury brands

Madrid-based Bacana Communications is celebrating 20 years by adding AI brand positioning to its luxury PR mix. The sister-founded agency says the move will help premium brands improve visibility in AI search and assistants as it looks to expand with international clients entering Spain.

Why it matters: - Bacana is targeting the next shift in brand discovery: visibility inside AI-powered search engines and generative assistants. - The agency’s 20-year run shows how a niche Spanish luxury communications shop became a partner for global brands entering the market. - Bacana’s model matters for premium brands that want one team handling PR, content, social, digital, influencers and events across Spain.

What happened: - Bacana Communications turned 20 years old after launching in Madrid in 2006. - María, Irene and Cristina Aguilar founded the agency to serve luxury and premium brands in Spain. - The agency says its client roster has included El Corte Inglés, Rosewood Hotels & Resorts, Kölln, Sotogrande, Small Luxury Hotels, Pixi Beauty and The Clark Art Institute. - Bacana says it expects to keep growing in 2026, with a focus on international brands entering the Spanish market.

The details: - The founders saw a gap in the market while working inside communications departments and, in María Aguilar’s case, as a journalist receiving agency pitches. - Cristina Aguilar said the agency was built around the kind of partner the founders wished they could hire. - María Aguilar said journalists need speed, accuracy and a story that is actually news. - Bacana started as a traditional press office and expanded into social media, digital marketing, influencer relations and event production. - Irene Aguilar said the agency focuses on keeping a brand’s message coherent across channels and creating synergies between brands. - Bacana now offers public relations, content, social media, digital marketing, influencer management and events under one roof. - The agency has refused to represent two direct competitors at the same time. - Bacana’s work has expanded across luxury hospitality, gastronomy, wellness, design, fashion and luxury real estate. - The agency says its network now includes opinion leaders and executives at major companies, which has helped generate collaborations and partnerships. - Bacana has created a new specialty in AI brand positioning to help clients improve visibility in AI-powered search engines and generative assistants. - The company’s website is More information.

Between the lines: - Bacana’s pitch is shifting from classic media relations to a broader reputation strategy that includes where consumers and editors may search next. - The no-direct-competitors policy signals a focus on exclusivity and depth over scale. - The agency’s growth suggests luxury brands may prefer specialized local partners over large generalist firms when entering Spain.

What's next: - Bacana plans to expand its footprint with international brands coming into Spain. - The agency is betting that AI search and generative assistants will become a core battleground for brand visibility. - Bacana’s 2026 growth plan appears tied to combining luxury-sector expertise with its new AI positioning service.

The bottom line: - Bacana is marking 20 years by repositioning itself for the AI era while staying focused on luxury brands in Spain.