Roman
Spanish communications and public relations consultancy focused on building and protecting corporate reputation.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Roman is a Spanish communications and public relations consultancy founded in Barcelona in 1989 as Román y Asociados. The firm was established by Santiago Román and initially concentrated on press-office work and media relations, reflecting the central role of traditional corporate communications at the time. As the communications market expanded and digital media became increasingly important, Roman broadened its geographic footprint, client sectors, and advisory capabilities. The firm opened a Madrid office during the 1990s and added Valencia in 2004. Its work expanded beyond media relations into wider corporate communications, including assignments for technology and telecommunications companies. Roman later developed a broader reputation-management proposition covering corporate reputation, internal communications, digital communications, public affairs, lifestyle communications, financial communications, sustainability, and issues or crisis management. The consultancy's positioning is expressed through the English slogan "reputation matters," which became part of its identity after a 2019 rebrand. Ownership and leadership changed in 2012, when the management team acquired the business. Silvia Alsina, who had been chief executive, became executive chair and continued to serve as president and CEO. Roman operates under a business-partnership model in which Alsina shares ownership with managing partners who participate in the firm's executive committee. This structure supports a multidisciplinary model involving specialists in corporate communications, finance, digital, lifestyle, public affairs, operations, and business development. Roman has offices in Barcelona, Madrid, and London, with its Barcelona headquarters located in Casa de les Punxes, the modernist building also known as Casa Terrades. It supplements its owned offices with partners elsewhere in Europe, the United States, and Latin America for international projects. The firm is described as having more than 200 consultants. Roman changed its name and visual identity in 2019, moving from Roman & Associates to the shorter Roman brand. From 2020 onward, it expanded through acquisitions intended to add creative and reputation-management capabilities. In 2022 it acquired the creative studio La Casa de Carlota, and in 2024 it acquired Villafañe & Asociados Consultores, a consultancy focused on measuring and managing corporate reputation. These transactions strengthened Roman's ability to combine strategic counsel, creative production, and reputation analytics. The consultancy has also received recognition for communications and sustainability-related work. Its cited achievements include the 2018 FEIEA Grand Prix for the Compliance Café campaign for Gas Natural Fenosa, B Corp certification in 2019, and recognition as Consultant of the Year by PRScope. It subsequently won internal-communications awards for campaigns for Leroy Merlin and Acciona, received an Impactte Award for work with the Red Cross, and was named Best Communications and Content Agency at the Control 2023 Awards. A 2024 PRScope study identified Roman as the leading agency for commitment to sustainability, while a 2025 Mergermarket ranking placed it first among Spanish consultancies for M&A communications advisory by both transaction value and transaction count.
History
Roman began in Barcelona in 1989 under the name Román y Asociados, founded by Santiago Román. Its early business was built around press-office services and media relations, the conventional foundation of corporate communications in its first period. During the 1990s, the firm expanded to Madrid, enabling it to serve a wider range of Spanish corporate and institutional clients. In 2004 it opened an office in Valencia, further extending its national presence. The development of the internet and the growth of more complex corporate communications needs encouraged Roman to broaden its offer. Technology and telecommunications became important areas of activity, while the firm expanded from media relations into strategic corporate communications, digital work, internal communications, public affairs, sustainability, financial communications, and reputation management. Santiago Román remained at the helm until 2012. A major ownership transition took place in 2012, when the management team acquired the consultancy. Silvia Alsina, previously CEO, became executive chair and continued as president and CEO. Roman's ownership model developed as a business partnership shared by Alsina and managing partners, with an executive committee overseeing business development, operations, corporate functions, and specialist practice areas. In 2022, two business directors were also given a shareholding, broadening the partnership structure. In 2019, the business undertook a rebrand. The former Roman & Associates identity was shortened to Roman, and the slogan "reputation matters" was incorporated into the brand identity. The change reflected the firm's emphasis on corporate reputation as a central management issue rather than simply a communications output. Roman subsequently pursued capability expansion through acquisitions. In 2022 it bought La Casa de Carlota, a creative studio, adding creative and design-oriented resources. In 2024 it acquired Villafañe & Asociados Consultores, whose expertise lies in the measurement and management of corporate reputation. Roman's current organization has offices in Barcelona, Madrid, and London. The Barcelona headquarters is in Casa de les Punxes, also known as Casa Terrades, a notable modernist building recognized as a Historic-Artistic Monument. For international assignments, the firm works with partners in other European countries, the United States, and Latin America. Its workforce is described as exceeding 200 consultants. Recognition has accompanied the firm's expansion. In 2018, Roman received the FEIEA Grand Prix for the Compliance Café campaign developed for Gas Natural Fenosa. It obtained B Corp certification in 2019 and was named Consultant of the Year by PRScope. Its work for Leroy Merlin won a Dircom Ramón del Corral Award for internal communications in 2022, followed by recognition in 2023 for the + Diverse + Inclusive + Capable campaign for Acciona. In 2023, Roman and La Casa de Carlota received an Impactte Award for the Red Cross's Best By Principle campaign, and Roman was named Best Communications and Content Agency at the Control Awards. In 2024, PRScope identified the firm as number one for commitment to sustainability. In 2025, Mergermarket ranked Roman first among Spanish consulting firms for M&A communication advisory by both deal value and number of transactions.
- 2024
Villafañe & Asociados Consultores acquisition
[1]Roman acquired a specialist consultancy focused on corporate-reputation measurement and management.
- 2022
La Casa de Carlota acquisition
[1]Roman acquired the creative studio La Casa de Carlota.
- 2019
Rebrand to Roman
[1]The consultancy changed its identity from Roman & Associates to Roman and adopted the line "reputation matters."
- 2019
B Corp certification
[1]Roman obtained B Corp certification, reflecting a formal commitment to social and environmental standards.
- 2012
Management-led ownership transition
[1]Roman's management team acquired ownership, with Silvia Alsina becoming executive chair.
- 2004
Valencia office opened
[1]The firm added a Valencia office, extending its domestic geographic footprint.
- 1990
Madrid expansion
[1]Roman opened a Madrid office during the 1990s as it expanded its Spanish operations.
- 1989
Founded in Barcelona
[1]Santiago Román founded the communications consultancy as Román y Asociados.
Products and positioning
An independent, multidisciplinary communications consultancy that combines public relations, corporate reputation, creative work, digital expertise, and strategic advisory services.
Consulting service
Corporate reputation advisory
Roman helps organizations build, measure, manage, and protect corporate reputation. This area brings together strategic positioning, stakeholder understanding, issue management, sustainability narratives, and communications planning. The acquisition of Villafañe & Asociados Consultores strengthened the firm's capabilities in reputation measurement and management.
Public relations · 1989
Corporate and media communications
The firm's original expertise was press-office work and media relations. Roman now provides broader corporate communications support, including message development, media engagement, stakeholder communications, and reputation protection for companies and institutions.
Communications consulting
Internal communications
Roman designs internal-communications strategies and campaigns intended to inform, engage, and align employees. Its recognized work includes the 1,000 Ways to Prevent campaign for Leroy Merlin and the + Diverse + Inclusive + Capable campaign for Acciona.
Creative services · 2022
Creative communications
Through its broader organization and the acquisition of La Casa de Carlota, Roman offers creative development alongside strategic communications. The capability supports integrated campaigns that combine ideas, content, design, and reputation objectives.
Marketing campaigns
- 2023+ Diverse + Inclusive + Capable
Spain
Roman developed an internal-communications campaign for Acciona addressing diversity, inclusion, and capability.
Outcome. The campaign won a Dircom Ramón del Corral Award for internal communications.
- 2023Best By Principle
Spain
Roman and La Casa de Carlota worked on the Best By Principle campaign for the Red Cross.
Outcome. The campaign won the Impactte Award for Best By Principle.
- 20221,000 Ways to Prevent
Spain
Roman created an internal-communications campaign for Leroy Merlin focused on prevention and employee engagement.
Outcome. It won a Dircom Ramón del Corral Award for internal communications.
- 2018Compliance Café
Spain
Roman developed the Compliance Café campaign for Gas Natural Fenosa, using a communications format centered on compliance awareness.
Outcome. The campaign received the FEIEA Grand Prix in 2018.
Brand decisions
2024
Acquired Villafañe & Asociados ConsultoresM&ABackground
Roman aimed to strengthen specialist expertise in corporate reputation.
Action taken
It acquired Villafañe & Asociados Consultores, a firm focused on measuring and managing reputation.
Aftermath
Roman added reputation analytics and management capabilities to its advisory platform.
2022
Acquired La Casa de CarlotaM&ABackground
Roman pursued capability expansion through strategic acquisitions.
Action taken
It acquired the creative studio La Casa de Carlota.
Aftermath
The transaction expanded Roman's creative and integrated-campaign capabilities.
2019
Adopted the Roman brand identityStrategyBackground
The consultancy sought a more concise identity aligned with its emphasis on corporate reputation.
Action taken
It changed its name from Roman & Associates to Roman and introduced the slogan "reputation matters."
Aftermath
The rebrand established the current identity used by the consultancy.
Recent events
- 2025
Roman leads Spanish M&A communications advisory ranking[1]
Other
A Mergermarket ranking cited Roman as the leading Spanish consultancy for M&A communications advisory by deal value and transaction count.
- 2024
Roman acquires Villafañe & Asociados Consultores[1]
M&A
The acquisition added specialist capabilities in measuring and managing corporate reputation.
- 2022
Roman acquires La Casa de Carlota[1]
M&A
Roman acquired the creative studio La Casa de Carlota to expand its creative and communications capabilities.
- 2019
Roman rebrands from Roman & Associates[1]
Other
The consultancy adopted the shorter Roman name and introduced the English identity line "reputation matters."
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/roman · Editorial policy · How profiles are compiled