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What is Somos Quiero?

People who believe in that they do and do it a through a marketing consultant specializing in Sustainability.

We like to define marketing as "one tool that invites a decision ." For us , the decision is clear: save the world, that is, enjoy it, take care and respect . Therefore, we only work on projects that have a common goal to ours.

And these are the people behind Quiero:




Jose Illana, Founder & Partner

Jose Illana / Founder & Partner 

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Jose is a marketing and advertising professional who developed his career in agencies that specialise in the communications field (ABT, BTL, public relations) such as Wunderman, Grey, FCB, Kitchen or Humana. He is also a board member of the Fundación Renovables (Renewables Foundation, in English), whose objective is to promote renewable energies. One day Jose realised he had spent too long telling people about the possibility of doing things differently and ran the risk of becoming a bore.


Sandra Pina, Partner, Innovation & Research DirectorSandra Pina / Partner & Sustainable Brands Madrid Director

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Sandra comes from the world of marketing and innovation in fmcg multinationals. In Kellogg's, she enjoyed creating marketing innovation for the subsequent years in the cereal industry in Europe. She also worked in Kellog's as a director for household names such as Special K, All-Bran or Cornflakes. At Danone she was based in London and Barcelona as manager of such well renowned brands as Dan'up or Lea&Perris while creating future generations of yoghurt such as vegetable-based and anti-cholesterol products. While she enjoyed the work immensely, all her hard work remained within the four walls of the company and its investors. One day she realised that it was care for her work to reach a wider audience and she now works with us because she "wants" to take charge of the Innovation and Knowledge areas of our company. Sandra is also an associate professor of innovation, marketing and market research at the Instituto de Empresa and others recognized Business schools.


Paz Ugarte, Partner & Diálogos en La Granja DirectorPaz Ugarte / Partner & Diálogos en La Granja Director

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Paz is an economist. However her career has led her towards the communications and marketing fields which, while she has not had the same level of training, she enjoys far more. She began her professional career as an auditor in Deloitte and she went into public banking. Further down the line she joined Argentaria and, finally, was incorporated into the BBVA group. She has shared a number of management roles in BBVA in areas such as the Shareholder's Club, Private Banking, Corporate Vision and Culture, Human Resources and the Centre for Innovation. She is a collaborating partner in 'Quiero' since its foundation in 2008 and General Manager of the debate forum Diálogos en La Granja.


Eva Astiárraga, Project manager director

Eva Astiárraga / Project Manager Director

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Anthropologist and in-love of Africa, her well-known capacity for order and organization against chaos has been demonstrated since she joint. She worked at agencies like Humana Marketing and Al Tarab NGO. She was also organizer of the African Film Festival of Cordoba and was responsible, amongst other things, for the executive production, Human Resources and Logistics of BTL and Events, finance control ... In a first stage at Quiero, she led the organization and executive production on various projects, being as well the web &Social Media coordinator. After taking some time for herself, she is now back completely devoted to the management and coordination of different projects, including Gira Coca-Cola project.


Laura_FerreLaura Ferré / Project Manager

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With a bachelor’s degree in International Business Economics, and after living in Barcelona, Sao Paulo and London, Laura has realized that things are starting to be done differently.

Passionate about the the idea of “doing business while doing good”, she embarked on her career in this sector at Ashoka UK and now, she is part of the incredible team of Quiero, managing projects like Gira Coca-Cola Project, among others.


Barbara GrasBárbara Gras / Project Manager Director

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She has developed her professional career in Marketing and Communication, working in advertising agencies like RMG Connect (JWT Group), MRM (Mcann Relationship Marketing) and Wunderman.

With gardener hands and heart, for a long time she thought she wanted to change course and devote her knowledge and energy to doing things differently and to make a positive impact with it. In her search,she made a stop in the world of culture, studying a Master's Degree in Cultural Projects Management and in that route she also searched and found Quiero. In Quiero she manages projects such as Gira Mujeres, promotes the use of the bicycle in the city of Madrid and is involved in the communication of other projects like Anesvad Foundation.

Luis Tamayo director conocimiento QuieroLuis Tamayo / Director of Knowledge

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Sociologist who grew professionally in strategic research and analysis of tendencies applied to marketing. In 2008, fascinated by the collaborative trend, he turned his career to dedicate himself to implementing economics and collaborative culture in organizations.

He aims to facilitate the transition of companies to the collaborative and digital world, through platform-communities, to help build authentic brands and models that integrate work and collaborative culture in organizations, in Quiero he finds the ideal space to fulfill his purpose.


Míriam TorresMíriam Torres / Communications

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She studied Audiovisual Communication (UPV) and Journalistic, Institutional and Business Communication (UCM). The work she practices and her professional start took off in the Repsol Foundation in the field of Corporate Responsibility (CSR) in the areas of social action and corporate volunteering.

At the end of this learning she began her career in "Quiero salvar el mundo haciendo marketing" where she worked for four years as a project manager or account executive in campaigns that help build a better world. After a personal break she returned to Quiero in 2016.


Our philosophy

Our desire is to use reputational marketing as a means for creating sustainable, ethical and profitable dialog among organisations, or brand names, and their stakeholders, so that these entities may make decisions which add value to all the interested parties, thereby consolidating mutual trust and increasing profits.

The eight C's (as they are known in Spanish) seek to bring the opportunities, actions, processes and messages that are behind any business in line with one simple objective: to promote trust. In order to achieve this, efforts must be concentrated on the areas that complement this model: quality, knowledge, coherence, credibility, creativity, consistency and commitment. In Spanish, trust, quality and knowledge are confianza, calidad and conocimiento, hence the 8 C'c.

Our methodology stems from one fundamental premise: development within a responsible, sustainable approach to business. Implementing this model into businesses can help with either the strategic design or redesign of the business as well as with more functional aspects of a business, such as product launches.


Our credentials



Our corporate culture

Our corporate culture is reflected in the vision, mission and values developed by people who strive for Quiero.


We want to become the meeting point for everyone who values sustainability.


We are a creative solutions company specialising in communications, innovation and research to promote sustainable development for organisations and their stakeholders.


Opening: Because encouraging participation and dialogue makes us better.

Rigour: Because we demand improvement in all our processes.

Commitment: Because we are committed to what we do.

Innovation: Because we work with others to seek new ways of doing things.

Excitement: Because we are excited about what we do and that inspires us.

Coherence: Because we believe in what we do despite our contradictions.

Our commitments with stakeholders

Our commitments are based on policies and procedures that we apply to make our vision and mission a reality.

Clients: We want to share our vision and values with customers by actively listening to their concerns, providing win-win solutions and learning to help us improve.

Suppliers and collaborators: We want to promote a relationship involving our suppliers in the value chain of the services we offer to our customers.

Employees: We want to provide an environment of mutual trust, where we can share goals, where initiative, responsibility and individual talent development is encouraged.

Environment: We want to develop our business in a way that respects the environment by implementing best practices in sustainability and efficiency in our processes to minimise the environmental impact generated by our processes.

Society: We want to be a social company committed to society and especially to the local community.


Calle Maria Juana, 20
28039 Madrid. España

tel: +34 915 193 705
mail: This email address is being protected from spambots. You need JavaScript enabled to view it.