Date
11.2022Harmon Lands in Portugal
It signs an alliance with Generator, a corporate communications and public affairs consultancy operating in Portugal since 2000, with a stable client portfolio in the health, financial, digital, and corporate sectors.
Harmon, Spain’s first consultancy specialising in non-market strategies, has entered Portugal through an alliance with Generator, a corporate communications and public affairs firm. Based in Lisbon since 2000, the Portuguese consultancy has a stable client portfolio across sectors such as finance, healthcare, digital, and aviation, and also develops projects in the African markets of Cape Verde and Angola.
The partnership between Harmon and Generator in Portugal will be led by Luis Rosendo, who brings over twenty-five years of experience as an entrepreneur in the communications field. In 1994, he founded the communications agency NR Consulting, which was formerly associated with Hill & Knowlton’s Portuguese operations. After founding Generator in 2000, Luis also served as Managing Director of Young & Rubicam PR, the agency associated with Burson-Marsteller in Portugal, between 2013 and 2017. He holds qualifications in communications management from EFAP (École Française des Attachés de Presse et de Communication) and in business administration from AESE/IESE.
“The mission of Harmon, under the umbrella of non-market strategies, is to provide integrated services that blur—and transcend—the boundaries of traditional disciplines in our sector, bringing creativity and effectiveness. Our perspective on our clients’ activity in Spain and Portugal is equally integrated, as many organisations view Iberia as a unified region. We are delighted to strengthen, alongside Generator, the design of solutions from an Iberian market perspective and to advance the non-market agenda there,” explained Carmen Basagoiti, President of Harmon.
“I am convinced that combining Harmon’s energy, reliability, and freshness with the experience and market knowledge we have at Generator will serve as a catalyst for change in Portugal’s corporate affairs industry,” said Luis Rosendo, President of Generator.
Like Harmon, Generator’s team of professionals works to help its clients redefine their corporate values and actions from a more strategic perspective through the activation of non-market strategies. Both firms also share the goal of making organisations more responsible, more credible, and better adapted to the current context of the intangible economy and stakeholder capitalism.