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SPAIN – GLOBAL BRAND EXPERIENCE GIANT JACK MORTON EXPANDS INTO IBERIA
At a time of strong momentum for the MICE industry, and during the Mobile World Congress in Barcelona, Jack Morton Worldwide has officially announced its expansion into the Iberian Peninsula. The company is launching operations in Spain and Portugal as part of its international growth strategy, with Ángeles Moreno appointed as General Manager Iberia, further strengthening its presence across the EMEA region.
The opening of the Iberian operation follows a key phase for the company, marked by its transition to private ownership and its integration with Impact XM, a move that has significantly expanded its global capabilities in creativity, production and permanent experiential environments.
Ángeles Moreno to lead Iberian operations
The new chapter in Spain and Portugal will be led by Ángeles Moreno, who assumes the role of General Manager Iberia. Based in Madrid, she will be responsible for the strategic and operational development of the business across both markets, as well as for building a senior team focused on delivering brand experiences with measurable business impact.
Jack Morton’s arrival in Iberia combines the company’s global scale and methodology with strong local leadership and market agility. The Iberian team will work closely with the company’s European offices in the United Kingdom and Germany, ensuring immediate access to top-tier creative and production capabilities.
Craig Millon, Global President of Jack Morton, emphasized that Spain and Portugal represent one of the fastest-growing markets in Europe. At a time when brands are demanding stronger strategic integration and clearer measurement of experiential marketing returns, he believes Iberia is ready for a partner capable of combining strong local relationships with true international scale. According to Millon, Moreno brings entrepreneurial mindset, industry leadership and global vision to build a distinctive offering in the region.
An international profile with strong industry commitment
Moreno brings more than 25 years of experience in experiential marketing, tourism and culture. She founded her own events agency, which she led for 17 years before selling it to an international group, becoming one of the leading references in the Spanish events sector. She later served as Country Manager for AIM Group International in Spain, where she led transformation and growth initiatives.
She is also the founder of EVA Alliance, the first global network of women in event marketing, bringing together over 258 professionals across four continents with an intergenerational approach. Throughout her career, Moreno has chaired industry associations at both Iberian and European levels and has been recognized among the Top 100 Women Business Leaders in Spain.
According to Moreno, Iberia has an extraordinary creative and production strength in brand experiences, although the market is currently undergoing significant evolution. Brands, she explains, are no longer looking solely for visual impact but for internal alignment, measurable business results and long-term value. In this context, she believes Jack Morton’s global strategic model represents an opportunity to raise the standards of experiential marketing in Spain and Portugal and position the region as a natural bridge toward Latin America and other international markets.
Expansion strengthening global presence
The launch in Iberia follows other recent developments for the company, including the opening of a new office in Japan, further reinforcing Jack Morton’s positioning as a global partner for brands seeking to create experiences capable of generating real connection and sustainable growth.
With its arrival in Spain and Portugal, Jack Morton is not only expanding its geographic footprint. It is also sending a clear signal to the market: one of the world’s most influential brand experience agencies is investing in the talent and potential of Iberia at a time when the sector increasingly demands greater strategy, clearer measurement and stronger international vision.