Josep Borrell Hired Seven Communication Agencies to Improve Spain’s Image

The former Spanish Foreign Minister, Josep Borrell, hired seven communication agencies from the United States, Belgium, United Kingdom, Switzerland, France, Mexico and Germany respectively to improve the international image of Spain. This has been confirmed by the Pedro Sánchez administration in response to a parliamentary question by EH Bildu MP Jon Iñarritu.

Last October, Ambassador Santiago Cabanas of the Spanish embassy in Washington announced that it had hired the Glover Park Group agency to “strengthen the communications policy in a difficult time.” He asserted that the independence story was one of the challenges to be countered. The monthly contract was worth fifteen thousand euros.

“It should be noted that similar contracts have been signed, more or less simultaneously, of the same duration and with the same objective, through our embassies in France, Belgium, Germany, United Kingdom, Switzerland and Mexico,” said the Spanish executive.

The Spanish government says that these types of contracts “are not uncommon in the Spanish state’s foreign action” and that they focus on many different areas. For example, the Spanish administration describes Spain’s image in the USA as “very positive.” In this regard, they limit the agreement to the goal of “reinforcing the relationship with American media and opinion leaders.”

Here is the full response from the Spanish government to Jon Iñarritu:

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