Rubén Gallardo - Mapfre

In an industry shaped by uncertainty and rapid transformation, the role of brand building in insurance is being redefined. In this conversation, Rubén Gallardo, Marketing Director at Mapfre, shares his perspective on driving brand growth within Spain’s leading insurance company. With over eight years at Mapfre and recently stepping into a role that unifies digital and traditional marketing, Rubén reflects on how the organisation is evolving its positioning, capabilities, and customer approach to stay relevant in a changing landscape.

Beyond Awareness: Rethinking Brand Metrics in a Community-Driven World

For decades, brand growth has been measured using standard funnel metrics: awareness, consideration, and preference. Although these remain relevant, Rubén believes they are no longer sufficient on their own. “We’re all very used to managing the classic top-of-the-funnel indicators,” he explains, referring to awareness and consideration metrics. But he is clear that the future lies elsewhere: “where we want to evolve is toward understanding attributes and building communities.”

This shift reflects a broader transformation in how influence is distributed. Brands no longer fully control their narratives. Instead, communities, peer opinions, and content creators increasingly influence perception. As Rubén points out, “the brand's success depends on the customer experience. Third-party opinions, especially those of influencers, are the most relevant to LLMs, which are the ones that will dominate recommendations.”  

For Mapfre, this means looking beyond so-called “vanity metrics” and investing in a deeper understanding: what relevance the brand holds within key communities, what attributes it possesses, and how these translate into real influence.

“The brand's success depends on the customer experience. Third-party opinions, especially those of influencers, are the most relevant to LLMs, which are the ones that will dominate recommendations.”  

Data, talent, and technology as drivers of growth

While the external environment is changing rapidly, Mapfre’s internal focus is proving equally transformative. When asked about the most impactful strategic decision in recent years, Rubén is unequivocal: “Without a doubt, data is key to improving the customer experience and service.”

Significant investment in data capabilities, technology, and talent is enabling the company to become more customer-focused as well as forward-looking. This is a process that will accelerate in the coming months and years. It is not simply about measurement, but about building a foundation for smarter decision-making and long-term competitiveness. Alongside this, people remain central. Rubén underscores this, emphasizing the importance of combining existing expertise with new capabilities.

This dual focus—on advanced data infrastructure and human capability—reflects a broader truth of modern marketing: technology enables growth, but it is the organization’s ability to interpret and act on insights that ultimately drives impact.

“Without a doubt, data is key to improving the customer experience and service.”

From claims management to customer support: a new brand positioning

Perhaps the most significant change at Mapfre lies in the evolution of its brand positioning. Traditionally, insurance companies have focused on solving problems, stepping in when something goes wrong. But for Rubén, this approach is no longer enough. “The insurance industry has an opportunity to be relevant to its customers beyond the moment of a claim.”

The challenge, therefore, is to redefine the role of insurance in people’s lives. Mapfre’s response is a repositioning strategy centred on support and empowerment. Rather than serving as a reactive safety net, the brand aims to become a proactive partner. “We want to be there not only when something bad happens, but to help you take steps forward in your life,” explains Rubén.

This insight is based on a deep understanding of consumer psychology. Research revealed that many customers feel uncertain when making important life decisions. By addressing this emotional barrier, Mapfre seeks to create a more meaningful and positive relationship. As Rubén describes, “we want to be there so that people feel secure when they take that step.”

This shift, from protection to empowerment, redefines the entire category. It transforms insurance from an unwanted purchase into a facilitator of life decisions, aligning the brand with moments of growth rather than moments of crisis.

“The insurance industry has an opportunity to be relevant to its customers beyond the moment of a claim.”

Creativity in a Data-Driven World

In an era dominated by automation, personalisation, and performance marketing, creativity might seem at risk of being overshadowed. Yet for Rubén, it remains the most critical ingredient. “You can have the best technology in the world, but if the creativity and the message don’t connect, you will just be noise,” he states.

This belief is reflected in Mapfre’s approach to communication. Rather than relying on abstract messaging, the brand draws directly from real customer experiences. Campaigns featuring actual employees and real-life assistance scenarios bring authenticity and credibility to the forefront. “It was the truth of Mapfre in action,” Rubén says, describing campaigns that showcased real service moments.

Looking ahead, the challenge lies in maintaining this authenticity while scaling content across channels and audiences. With increasing segmentation and the rise of AI-driven personalisation, brands must balance efficiency with consistency.

For Mapfre, this means ensuring that every touchpoint, from social media to physical assets, reflects the same core positioning. “All formats must breathe the same brand attributes,” Rubén emphasises. It is a delicate balance: scaling creativity without diluting it.

“You can have the best technology in the world, but if the creativity and the message don’t connect, you will just be noise.”

Building Emotional Relevance Through Sponsorship

One of the most distinctive elements of Mapfre’s brand strategy is its longstanding commitment to sponsorship, particularly in sports. For Rubén, this is not merely a visibility strategy, but a strategic necessity. The nature of insurance poses a fundamental challenge: interactions with the brand are often linked to negative events. “You tend to associate insurance with when you have a mishap,” he explains.

Sponsorship offers a powerful counterbalance. By associating with sport, Mapfre enters moments of joy, passion, and community. “It allows us to be close to our customers in moments that are positive,” says Rubén.       

Whether supporting national teams or grassroots competitions, these partnerships enable the brand to connect through shared values such as teamwork, effort, and aspiration. This emotional layer is essential for long-term brand growth. It broadens the brand’s meaning beyond its functional role and embeds it in the cultural fabric of consumers’ lives.

“Sponsorship allows us to be close to our customers in moments that are positive.”

A Sustainable Future, Internally and Externally

Finally, sustainability plays a central role in Mapfre’s strategy, not only as a pillar of communication but as a business necessity. “At MAPFRE, sustainability isn’t just another initiative: it’s a pillar of the business that guides how we insure, invest, and grow to create long-term value for people and society,” Rubén states.

This perspective extends beyond environmental considerations to include social impact and organisational culture. From community initiatives to operational efficiency, sustainability is embedded across the business. Importantly, these efforts also strengthen internal engagement. “It generates a very strong sense of pride and belonging among employees,” Rubén notes.

In this sense, sustainability becomes both a driver of external trust and an internal source of motivation, reinforcing the brand from the inside out.

“At MAPFRE, sustainability isn’t just another initiative: it’s a pillar of the business that guides how we insure, invest, and grow to create long-term value for people and society.”

Navigating the Future of Brand Growth

Rubén’s perspective reflects a broader evolution in marketing. Brand growth is no longer about isolated campaigns or single metrics. It is about orchestrating multiple dimensions: data and creativity, experience and communication, technology and human insight.

At its core, however, one principle remains unchanged. “We are a company created for the customer,” he says. In a world of increasing complexity, this clarity may be the most powerful growth strategy of all.