Manuel de la Rica is Founder and CEO of EUROBUSINESS MARKET (EBM), an independent Spanish agency based in Cuba since its creation in 2004. He is also Co-Founder of ZERTEM COMMUNICATION GROUP, a conglomerate of five independent Spanish media agencies founded in 2009. Both organizations are part of the newly launched LOCAL PLANET global network of independent media agencies.
In his role as CEO of EBM, Manuel leads the agency’s work with clients within the Cuban market to help them understand and capitalize the full potential of media and new technologies in the island. EBM’s comprehensive portfolio of services includes mobile marketing, social media, adtertainment, and search engine marketing, as well as conventional media, including, research, programmatic buying and media production. The agency assists clients in navigating media in the highly complex and challenging Cuban market which is currently undergoing significant change.
For more than four decades, Manuel has been a leader in managing media agencies, digital communication strategies and new business ventures. Prior to founding EBM, he was Patron of the Euroamerica Foundation where he was part of the Delegate Commission. Euroamerica Foundation is an independent organization whose overriding objective is to stimulate cooperation and understanding between European, American, and mainly Latin American institutions, companies and personalities so as to foster relations between the two continents.
Previously, Manuel founded MEDIA ESTRATEGIA in 1993, an agency that soon became the largest and most dynamic independent media agency in Spain, in terms of billing and services. In 2000, he sold MEDIA ESTRATEGIA to STARCOM WW and served as Chief Strategy Officer of STARCOM WW – ME, currently known as STARCOM MEDIAVEST GROUP, for Spain and Portugal. During his tenure, from 2000-2007, Manuel focused on strategy formulation for multiple accounts, including, Fiat Group, LG, Toyota, Chrysler, Levi’s, Kellogg’s, Schweppes, Kraft Foods, and Procter & Gamble.
In 1976, Manuel joined Spain’s Grupo PRISA as a founding member and assumed the role of Director of Advertising, overseeing the growth of the organization comprising media companies such as El Pais, Cadena Ser, and Canal +, among others. During the following years, PRISA became the largest Spanish multimedia group under the supervision of Manuel who led the commercial development of the media conglomerate until 1992.
Over the course of his professional career, Manuel has been recognized with seven Premios CONTROL under the category for Best Advertising Director, and a LIDERMAN award in recognition for his contributions to the advertising industry.