For an Iberian-flavoured non-market: launching our own office and team in Portugal

Lisbon, July 16, 2025 – We could boast about adding Lisbon to Harmon’s growing list of destinations, which already includes Brussels, Barcelona, and of course Madrid. But we’d rather say we arrived just in time for what matters. With political turbulence—yes, here in Portugal too—municipal and presidential elections on the horizon, and more organizations needing compasses rather than maps, Harmon has opened its own office in Lisbon.

The move is designed to help companies and organizations navigate an environment where reputation and legitimacy count as much as business figures. Our playing field, the non-market—or não-mercado—is taking root in Portugal.

With this strengthened presence, Harmon takes another step in its Iberian consolidation after more than two years working in Portugal through specialized partners. It reinforces our commitment to becoming the reference point here as well for corporate affairs, strategic communications, and institutional relations. All delivered through an integrated, distinctive, and necessary approach in a market where traditional formulas no longer suffice.

For Jaime Olmos, CEO of Harmon, the move was self-evident: “Launching Harmon Portugal was a natural step. Many of our clients think and act with an Iberian perspective. Now, beyond offering a unified strategic vision, they will also benefit from the local insight and presence of our Portuguese team.”

With the new Portuguese structure in place, Lisbon will soon host formats such as Harmonías and Capital Letters—influential spaces already established in Madrid and Barcelona that foster conversations among business leaders, policymakers, and experts on the most pressing challenges of our time.

“In this context of constant political change, organizations need to know where the real decision-making centres are that affect their reputation and operations. We want to advise our clients to face the new challenges of the non-market, and to communicate with impact,” says Bárbara Vaz Loureiro, newly appointed Manager of Harmon Portugal.

About Bárbara Vaz Loureiro

An expert in lobbying and strategic communications, Bárbara has worked across sectors including Big Tech, financial services, healthcare, tourism, waste management, and food. Before joining Harmon, she made her mark at Wisdom and Atrevia.

She holds a degree in History and a Master’s in Political Science and International Relations. Her career began at Portugal’s Ministry of Foreign Affairs, with key postings at the embassies in Prague and Madrid. She also worked in Institutional Relations for the European Parliament in Portugal during the 2019 European Elections.