Jorge López M-C is CEO of Incógnito, an independent communications agency based in Madrid. A journalist by training — he began his career as Technology and Telecommunications Editor at Actualidad Económica, Spain’s leading business magazine — he has spent 25 years in corporate communications and public relations. He worked for 17 years at an international communications agency, where he grew a two-person office in Madrid to lead four offices (Madrid, Barcelona, Lisbon and Milan) and a business of over 60 professionals, as SVP EMEA. He then joined Carlos Molina to build Incógnito.
Since 2022 they have driven Incógnito together with a clear idea: communication that is more strategic, more honest and more connected to the business; criteria before volume, integration before fragmentation. Jorge is also co-host of the podcast La Cueva de MOE (35,000+ subscribers), where communication, marketing and AI are discussed without the PowerPoint filter.
Within the agency itself, he also leads the practical integration of AI into daily operations: a proprietary CRM, a commercial prospecting agent, a digital publication (Briefin y Castigo) written by AI agents with human editorial oversight, the automation of financial and client reports, pilots of daily audio newsletters with synthetic voiceover for clients’ internal teams (aviation and consumer goods sectors), and the internal AI adoption policy for the whole team. He does so with the same caution he applies to his clients’ strategy:
“AI won’t give you strategy. Neither will junior teams.”
• Communication strategy and independent agency models
• Spokesmanship and media training (crisis and public exposure)
• Artificial intelligence applied to marketing and communication
• Team leadership and agency culture
• Media relations and corporate reputation
• Business development and international growth
• Clients advised throughout his career: Alastria, Assa Abloy, Cisco, Deliveroo, eBay, EDS, Eroski, Spanish Basketball Federation, Five Guys, HP, KONE, KPMG, Lexmark, Motorola, NCR, Nokia, Salesforce, Samsung, Schneider Electric and SEGA, among others.
• Creator of Incógnito’s international alliance network: InSync (Europe and North America) and MarketCross (Latin America).
• Spokesperson trainer for crisis management and media exposure.
• Co-host of La Cueva de MOE, 30,000+ subscribers.
• 2025, the best year in Incógnito’s history.
• Designs the communication strategy when “just creating content” is no longer enough.
• Prepares spokespeople so that public exposure becomes an advantage, not a risk.
• Decides with criteria where AI fits into marketing and communication — and where it does not.
Father, weekend basketball player with more enthusiasm than three-pointers, enthusiastic cook and compulsive comic reader. He built Futurazo, a vocational guidance game made with AI, to help his daughter decide what to study — proof, he says, that you don’t need to know how to code to build your own tools.
