Secuoya hires Adolfo Álvarez as general director of Enminúscula

Álvarez will be at the head of this company, which specializes in the production of “branded content” and content for new digital communication.

Lowercase, the production company specialized in “branded content” of the Secuoya group, has hired Adolfo Álvarez Rivas as general director with the aim of strengthening its communication with brands.

This company specializes in “branded content”, an effective advertising formula through the combination of attractive content with a non-intrusive commercial message where the advertiser and the brand come into play, since the product is part of the content. It is a natural way to create television content with its own entity associated with a quality brand.

Álvarez comes from Radio Television of Castilla la Mancha, where he served as Director of Audiences, Promotions and Broadcasts. He has previously worked, also as marketing director, at Antena 3 Televisión, and as head of market analysis at Telecinco.

The career of the new general director of Enminúscula has been linked from the beginning to the commercial television sector as a specialist in audience research for television content and network marketing, as well as brand strategy.

Among other projects, he has participated in the start-up and launch of the platform Put the brakes on it from Antena 3; the naming and strategic definition of Neox and Nova in their beginnings; the new corporate image of the Antena 3 Group, the on-air corporate identity of Castilla-La Mancha Television, the launch of new on and off-air products, and various strategic and image studies of the channels in which he has worked.

Álvarez has a degree in Audiovisual Communication from the Complutense University of Madrid, and a member of the Spanish Association of Market Studies (AEDEMO).