4foreverything Powers ‘This Is Noru’ To Revolutionize Corporate Events

Wednesday, October 14, 2026

With the help of 4foreverything, This is Noru was born, a proposal that seeks to differentiate itself in the events sector. We have spoken with them to delve deeper into this evolution. This is what they tell us.

Ctrl.- What led you to take this leap?

Miguel Angel Barragan: 4foreverything has grown rapidly, with success based on event production and technology. We saw that our corporate and experiential area was being swallowed up by the development of the brand in the fair and congress arena, and we had to do something to reinforce that part. On the other hand, we begin our ambitious strategic cycle in 2026, with a forecast of great growth. The first step was to create, together with MacGuffin, a new umbrella to encompass that experiential area: this is how This is Noru was born. That’s on the rational side; Then there are the coincidences of a sector where time rarely allows for calm exploration and this strategic opportunity arose.

Oscar Santiago: MacGuffin has 35 years of experience positioned in strategy and experiential creativity. However, the current demands of the compliance and purchasing areas push us to have more solid structures. They invited us to big competitions, but they perceived us in the creative part. We needed a partner to provide production support and dimension to offer the security that large events require.

Ctrl.- How was the landing and sharing?

M.A.B: We are a people-oriented company. By getting to know the MacGuffin team in depth, beyond admiration for their strategic and creative contribution, we found people similar to us. We share the ambition to transform the industry from a key concept: the community. We needed to convey that message to the market. That is why we created a new and differentiating umbrella with its own identity within the holding to provide differential value to the events.

O.S: We live in a sector that is undergoing industrialization, driven by the entry of funds and actors with a financial and business vision. Our proposal involves betting on people, listening to the market to provide value to the client from measurement, but also from intangibles. Personal affinities have weighed in, not just business intentions.

Ctrl.- Tell us how the process is going.

M.A.B: It is a progressive process where MacGuffin will integrate until it gives way to the new umbrella. 4foreverything is consolidated as the leader of the group and as the parent company of companies specialized in production, services and, now, This is Noru as a pure experiential division. The group also articulates the transversal departments that feed strategy, creativity and content to all units.

What are your synergies going to be like?

M.A.B: 4foreverything has 170 people and great production muscle. Based on this structure and its transversal areas, with technology and R&D as differential values ​​from the beginning, This is Noru was born to centralize business development, strategy, creativity, content and account management of the experiential area, with a specialized focus on the corporate client.

O.S: Noru in Japanese means adding energies to generate a movement. We do not conceive This is Noru as a simple brand or as the sum of two income statements, but as a movement with the ambition to transform the industry. The two original firms contribute their essence to redefine the service and respond to the client’s real needs and interests.

M.A.B: This move is the first step in the growth strategy for the new cycle; we hope to attract more talent. Faced with the entry of investors and large communication groups in the sector, we are committed to professionalization, innovation and attracting talent. We want to unite that creativity and production expertise to continue transforming the industry.

Ctrl.- What is your differential proposal?

O.S: It makes no sense for corporate experiences and events to continue to be disconnected from the business plan and aggregate business results. The usual dynamic of permanent competitions for small projects fragments actions, prevents the conservation of accumulated knowledge and makes it impossible to measure the trace of real impact. The market requires going beyond mere punctual execution to build stable long-term relationships, aimed at return on investment, data analytics and the creation of communities. These relationships allow for effective monitoring of results.

M.A.B: After years of accelerated growth in the market, we must focus on the strategic and move away from the purely tactical. There is a constant drive among customers to activate quickly, but the broad vision is often lacking. At This is Noru our goal is to accompany the client to act, transform and demonstrate real value.

Ctrl.- How is this linked to specific services?

O.S: In the US, the figure of the Event Manager has given way to the Event Marketer, responsible for ensuring that events contribute directly to the marketing plan; It is a trend that will arrive here. We do not want to be reactive, but rather go ahead creating a market. To achieve this, strategic thinking and listening reside in This is Noru, supported by the transversal areas of 4foreverything: references in sustainability and with great technological capacity to achieve useful measurements.

M.A.B: Our commitment to This is Noru requires market scouting to achieve impact. We will provide a specific research budget to bring clients together around the table and understand their real needs.

Ctrl.- You want to multiply the volume of corporate events by three. How do you plan to do it?
M.A.B: We have the objective of tripling that joint turnover in the next four years. We will achieve this by building customer loyalty, addressing new areas, convincing with our ‘expertise’ and reinforcing the international value proposition.

O.S: By joining together we create a cultivation of clients and a greater cross-fertilization of synergies than separately. We went from a corporate profile in closed environments to joining a group where leads and commercial offers multiply, allowing us to launch proactive proposals that open new doors and drive our creative ambition. The way is to work in the long term: a market with so many agencies fighting for micro-events is unsustainable (the clients themselves share that perception). The sector will be transformed because brands will seek added results to their investments.
Ctrl.- What new sectors and markets do you want to reach?

M.A.B: The union in This is Noru eliminates the limitations that we had separately. With this “competition” in which we live, before they could penalize you for lack of certifications, production capacity or experience in certain formats. Now we bring everything together: ‘expertise’ in creativity and production, innovation, sustainability and internationalization. We address large national and international clients, venues and organizers. We talk about three verticals: large accounts, large events and opportunity projects that open doors to the other two. There are 35 and 14 years of experience behind us and the challenge is to generate enough trust.

Ctrl.- Is the incorporation of new companies planned?

M.A.B: We are a community open to attracting business verticals and technological solutions.

O.S: Everything that provides business results and creates communities is welcome. We start with a great team and an attractive offer. The relationship with the client will uncover specific needs.

Ctrl.- How is the This is Noru team structured?

M.A.B: It starts with its own team of 20 people that integrates creativity, strategy, business development and account management, supported by the transversal structure.

O.S: We could have done a merger to add income statements, but we go further. We launched a new independent office to consolidate this culture and activate specialized profiles according to the project. That flexibility is enriching.

Ctrl.- What is the current office like and how do you see it in the future?

M.A.B: The headquarters on Santa Leonor Street in Madrid is now operational, where we occupy two floors with plans to grow. In five years I imagine This is Noru as an aggregator of talent and a generator of real impact for the client, responding to the rapid transformation of the market.

Ctrl.- And the current moment of the sector?

O.S: The sector is dividing, just as it happened with advertising. There will be those who compete for costs and fight to hold events and those who provide real value with continued results-oriented experiences. We opt for this last option, maintaining impeccable execution so as not to depend on third parties.