Jorge López and Carlos Molina kick off season 3 of La Cueva de Moe by going back to basics: an open discussion about the current situation at Incógnito and the communications sector.
2025 was Incógnito’s best year as an independent agency. But celebrating it too loudly wasn’t the right thing to do. What was needed was to ask why, and what that says about the current state of the industry.
That’s the conversation that kicks off season 3 of La Cueva de Moe. No guests, no fixed script. Jorge López, CEO, and Carlos Molina, managing director, talk about what they see from the inside: the buzz within the industry, the recurring fear of AI, the consolidation of the big agencies, and the question that’s on their minds right now. What kind of agency does the market need in a less globalised and more uncertain world?
IS COMMUNICATION IN CRISIS?
Martin Sorrell has been declaring the death of PR for years. Mergers between major agencies are taking place one after another. Traditional models are creaking under the strain. And yet, the demand for strategic communication has not disappeared; it has simply taken on a new form.
What is in crisis is the model that confuses activity with value. The one that measures success in terms of the volume of impressions, the number of press releases sent out, and indiscriminate visibility. That model’s days are numbered, not because AI has killed it, but because the market is increasingly able to distinguish it from what is not.
Communication is not in crisis. It is undergoing a process of refinement.
AI: REPLACEMENT OR REDEFINITION?
Fears about artificial intelligence in the communications sector are a recurring and understandable concern. But Jorge and Carlos see it differently: AI does not replace human judgement; it simply makes it more visible.
When anyone can create content in a matter of seconds, what sets people apart is not their ability to produce content, but their ability to decide what to produce, why, and from what perspective. AI heightens the need for discernment; it does not eliminate it.
The real risk isn’t that AI will do your job. It’s that it will convince you that you can do more without thinking any harder.
SUPERSTRENGTH VS. SUPERINTELLIGENCE
One of the most telling moments in the episode comes towards the end: the distinction between super-strength and super-intelligence as applied to communication.
Superpower means more content, more channels, greater impact and greater speed. It is the instinctive response to an information-saturated environment. Superintelligence means better judgement, greater integration and greater consistency between what is decided and what is communicated.
Incógnito has opted for the second approach. Not because the first one doesn’t work in the short term, but because, in the long run, authority is built only by those who have something to say, not by those who say the most.
WHAT DECISION-MAKERS ARE LOOKING FOR NOW
Jorge and Carlos’s answer is simple, but no less revealing for that: calmness and good judgement.
They aren’t looking for agencies that will blow them away with boundless creativity. They’re looking for partners who understand their context, who know what to do and what not to do, and who can provide reassurance in times of uncertainty. That is exactly what an integrated agency can offer and a tactical agency cannot.