Show Notes
In this episode of MORE VOICES, host Andrés Laguna welcomes Daniel Ureña, President of NITID and leader of the Public Affairs practice at MORE AGENCIES, to explore how the Public Affairs industry has evolved over the past two decades - and where it is heading next.
Drawing on more than 20 years of experience, Daniel reflects on the shift from traditional Public Affairs, focused primarily on influencing decision-makers, towards a broader Corporate Affairs approach built around anticipation, intelligence and a deeper understanding of the political, regulatory and geopolitical forces shaping business.
The conversation explores how Public Affairs is evolving from influence towards anticipation, and why geopolitics, regulation and intelligence are becoming increasingly important to business decision-making. Daniel also discusses the growing relevance of highly regulated sectors such as defence, the role of international collaboration through MORE AGENCIES, and the opportunities emerging across the Americas. Finally, he reflects on the future of the profession and shares his advice for the next generation of Corporate Affairs professionals: stay curious, work hard, pay attention to detail and, above all, build trust.
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In this new episode of More Voices, host Andrés Laguna welcomes Eduardo Castro, founder of Elemento, a public affairs agency based in Ecuador with operations in Colombia and Peru, to explore the role of public affairs in Latin America. Eduardo shares the story behind Elemento’s growth over the past twelve years and reflects on the specific challenges of working in a region marked by political volatility, regulatory complexity and reputational sensitivity. The conversation covers: Public Affairs in Latin America: Why political instability, fragmentation and local dynamics make the region a particularly complex environment for companies. Reputation and Trust: How strong corporate narratives can act as a “shield” for businesses operating in polarized contexts. Local Strategies: Why multinational companies should avoid applying global formulas and instead build long-term relationships based on local knowledge. Technology and AI: How artificial intelligence can support public affairs work through better information and analysis, while human relationships remain at the heart of the profession. Global Collaboration: Why joining More Agencies allows Elemento to bring Latin America into a wider international network and create new opportunities across markets.
In the inaugural episode of More Voices, hosts Andrés Laguna and Javier Balmaseda welcome Stefan de Bruijn, co-founder of the Netherlands-based agency Castro, to discuss the evolving world of public affairs. Stefan shares the surprising story behind the "Castro" name—named after San Francisco’s inclusive district rather than the Cuban leader—and explains why his agency prioritizes building relationships over dense reports. The conversation covers: The Dutch Political Landscape: Navigating the current minority coalition and why fragmentation creates new opportunities for lobbyists. Policy Comms: Why traditional lobbying must be integrated with corporate communications and media strategy. The EU Connection: The rising importance of local and EU-level advocacy for global businesses. Looking Ahead: A "Quick Fire" round on the newsletters to follow and how AI is poised to disrupt the industry.