The agency’s priorities are Search Everywhere Optimization (SEO) and Generative Engine Optimization (GEO), new tools that optimize the use of AI and social media in consumption.
Digital marketing agency Comon is investing in Search Everywhere Optimization (SEO) and Generative Engine Optimization (GEO), new tools that optimize artificial intelligence (AI) and social media in current consumption dynamics.
SEO and GEO focus on making a brand visible across all platforms where users search, and not only on traditional search engines such as Google.
Comon’s executive director, Ricardo Pereira, notes that the company is adapting to the way consumers search and interact with search engines. He adds that, due to new AI models, traffic to companies’ websites “has decreased, as customers can obtain the information they are looking for through chatbots”, such as Gemini, from Google, and ChatGPT, from OpenAI.
Ricardo Pereira also points to social media as agents of change in the relationship between the public and brands.
Comon’s executive director describes the company’s new offering as “much more technological”, both in terms of the most recent technological advances and in relation to consumer behaviour, brand management and contact with the public. With independence as a core value, Ricardo Pereira considers it important that Comon did not create its own technological tools, opting instead to analyse the market in search of the most up-to-date software.
This position, according to the executive director, makes it possible to create a personalised, “agnostic” response, built from scratch.
“We can present, for each context and for each client, the best set of technological pieces for what is the maturity, channels, coverage and impact of each brand,” says Ricardo Pereira.
In addition, although it has already done so in the past, the company is increasingly investing in integrating the experience area with strategy, informing itself about consumer behaviour in order to create a strategy that better responds to brands’ expectations.
HR restructuring and optimisation
Since Nova Expressão SGPS acquired 52% of Comon’s capital in January 2025, the company has been reflecting on its positioning in relation to the market, media and innovation potential.
After one year, this process culminates in a restructuring and optimisation of human resources (HR) focused on technological capability and talent, geared towards digital transformation and creativity.
The acquisition of Comon involves an investment by Nova Expressão itself in the company’s management, which has brought “considerable skills and management pragmatism”, according to Ricardo Pereira.
Regarding internal investment, although he does not have an exact figure, the executive director estimates that spending, particularly with regard to the distribution and optimisation of HR, is in the region of “hundreds of thousands of euros”.
In addition to hires, the executive director adds that “much of the investment comes from percentages of people’s allocation”. Among the hires, the highlights are Inês Santos, Experience Director, who joined the company in July last year, Carlos Aniceto and Carlos Vieira, Art Director and Strategy Director, respectively, both hired in October, and Elizabeth Vieira, Social Media Coordinator, who joined earlier this month.
Ricardo Pereira also adds that, in addition to a new director who will soon join to manage social media and influencer marketing, Comon is expecting “a new resource for the strategy area” in March, as well as another hire in the area of digital transformation.
