Global brand experience giant Jack Morton lands in Iberia

The opening of the Iberia operation comes after a key stage for the company, marked by its transition to private ownership and its integration with Impact XM, a move that has expanded its global muscle in creativity, production and permanent experiential environments.

Ángeles Moreno will lead the Iberia operation

The new phase in Spain and Portugal will be headed by Ángeles Moreno, who will assume the position of General Manager Iberia. Based in Madrid, she will be responsible for strategic and operational development in both markets and for building a senior team focused on delivering brand experiences with real business impact.

Jack Morton’ s arrival in Iberia combines the company’s global scale and methodology with local leadership and market agility. The team will work in coordination with the European offices in the UK and Germany, allowing immediate access to world-class creative and production capabilities.

Craig Millon, Global President of the company, underlines that Spain and Portugal represent one of the markets with the highest growth potential in Europe. In a context where brands are demanding greater strategic integration and clear measurement of the return on their experiential investments, he believes Iberia is ready for a partner that combines strong local relationships with true international scale. In his view, Moreno brings an entrepreneurial mindset, industry leadership and global vision to build a differentiated proposition in the region.

A profile with international vision and sectorial commitment

Moreno has more than 25 years of experience in experiential marketing, tourism and culture. She founded her own events agency, which she led for 17 years until its sale to an international group, making it one of the references in the sector in Spain. Subsequently, she worked as Country Manager at AIM Group International in its Spanish division, where she promoted transformation and growth processes.

She is also the founder of EVA Alliance, the first global network of women in event marketing, which brings together more than 258 professionals on four continents with an intergenerational approach. Her career has led her to chair industry associations at the Iberian and European level and to be recognized among the Top 100 Women Business Leaders in Spain.

For Moreno, Iberia has extraordinary creative and productive strength in the field of brand experiences, although the market is undergoing a clear evolution. Brands, he explains, are no longer looking for visual impact alone, but for internal alignment, measurable business results and long-term value. In this sense, he believes that Jack Morton’s global strategic model represents an opportunity to raise the standard of experiential marketing in Spain and Portugal and position the region as a natural bridge to Latin America and other international markets.

An expansion that consolidates its global weight

The opening in Iberia follows other recent moves by the company, such as the inauguration of its office in Japan, and consolidates its positioning as a global partner for brands seeking to design experiences capable of generating real connection and sustainable growth.

With its arrival in Spain and Portugal, Jack Morton is not only expanding its map. It also sends a clear message to the market. One of the world’s most influential agencies in brand experience is betting on the talent and potential of Iberia at a time when the sector demands more strategy, more measurement and more international vision.