Good Rebels Acquires Asesores for Integrated Communications

In a strategic move to enhance its integrated communication and digital marketing capabilities, Spanish independent advertising group Good Rebels has acquired Asesores, a prominent Spanish corporate communications and advisory firm with over three decades of experience. This significant transaction, advised by Bondo Advisors on the buy-side, marks Good Rebels' most substantial acquisition to date and is poised to redefine its service offering for advertisers seeking a unified approach to reputation management and digital engagement.

Good Rebels, founded by Juan Luis and Fernando Polo, has established itself as a leader in digital strategy and transformation, leveraging a team of over 145 professionals who blend data, creativity, and technology. The group's growth trajectory has been fueled by strategic inorganic expansion, previously integrating specialist firms such as Estudio34 (SEO/performance marketing) and Muskae (UX/UI design), alongside the social-first production house ok,z, also advised by Bondo Advisors. Furthermore, Good Rebels has invested in its technological future with the launch of Kuantik, its AI and marketing software division, which introduced the brand reputation measurement tool AI Rank for LLMs in late 2025.

The addition of Asesores, co-founded in 1995 by Carlos del Hoyo and José Manuel Gutiérrez, brings a wealth of expertise in strategic communications, reputation management, media relations, and corporate narrative development. With a team of over 25 professionals and operations in Madrid and Lisbon, Asesores has consistently been recognized among Spain's top independent communication agencies, serving a prestigious client roster that includes Microsoft, Repsol, Xbox, ACS, Puig, and Carretilla. The firm's annual business volumes have typically ranged between €1.5 million and €2.5 million.

This acquisition directly addresses the escalating market demand for cohesive communication strategies across diverse platforms, from traditional media and digital influencers to online communities and emerging AI systems. The convergence of corporate communications, public relations, and digital marketing is no longer a trend but a necessity, compelling businesses to seek partners capable of orchestrating brand strategy, storytelling, digital activation, and measurement under a single operational framework. The integration aims to dismantle traditional silos, enabling reputation to directly influence sales outcomes and commercial success to reinforce brand standing.

The combined entity will boast an impressive and diversified client portfolio, featuring major accounts such as Microsoft, Repsol, Xbox, ACS, Puig, Telefónica, Toyota, Domino’s, Eroski, and Carretilla. This broad spectrum covers both B2B enterprises and consumer brands navigating complex omnichannel landscapes. Notably, Asesores will retain its brand identity and operational autonomy, with its founders, Carlos del Hoyo and José Manuel Gutiérrez, transitioning to partner roles after three decades at the helm. Luis Dorado will continue as partner and COO, alongside Carlos Hergueta and Iván Bermejo.

This transaction further solidifies Bondo Advisors' position as a go-to M&A advisor within the marketing, advertising, and communications sector in Spain. Having previously advised Good Rebels on the integration of ok,z, this marks Bondo Advisors' thirteenth deal in the space, underscoring their active role and deep market penetration in facilitating strategic consolidations within the industry.