The fast-growing pymes sector provides strong opportunities for start-ups, according to Masclaro founder and director Sylvia Carrasco. 'Most big companies in Spain have a communications director or a big agency, but there are 1 million [pymes] here and 95% don't have a PR shop,' Carrasco said. 'We want to be a value-added agency that's close to the client and has a controllable size,' she added.'
Carrasco's 5-strong team will offer a range of services including internal and external relations, press support, corporate identity and branding. It will also offer PR training courses for executives.
Masclaro hopes to employ a staff of 10 and have 20 clients in the short term. So far, the company is working for cable giant Ono, financial consultancy Bolsagora and food publishing company Suitepress.
Prior to launching Masclaro, Carrasco, 45, was Ono's communications director for four years. Before that, she was the Spanish Ministry of European Affair's press officer for five years.