CEINSA has chosen EDC to lead the brand’s communication and content strategy in the Portuguese market. The consultancy specializes in compensation and people management.
The partnership covers the production of editorial content on compensation, compensation policy, and pay transparency. It also includes the management of relationships with media outlets specializing in HR, management, and economics. Finally, it includes the editorial strategy on LinkedIn and the development of the brand’s digital assets in Portugal.
Seresco represents CEINSA in Portugal. For more than three decades, the consultancy has been supporting companies in defining salary policies, benchmarking, and pay transparency. Today, it also uses the On People platform to centralize and systematize compensation decisions.
“We’ve been in Portugal for some time now, but we wanted to take a leap forward in how the market perceives us: to move beyond simply being known and become the benchmark in compensation for Portuguese HR directors,” says Josep Capell, CEO of CEINSA. “To do that, we needed a partner who understood the local context—including the current legislative landscape regarding pay transparency—and who knew how to turn our expertise into relevant content.“
“CEINSA presents us with a challenge we enjoy: a brand with real technical expertise in a specific area—compensation—which most companies still discuss in general terms. Our job is to give it an expert and credible voice in the Portuguese market,” says Frederico Rocha, Partner at EDC.
As part of the partnership, EDC is responsible for the regular production of opinion articles and interviews with CEINSA experts. It also presents editorial proposals and manages relationships with journalists. It also manages the LinkedIn editorial calendar and works continuously on the brand’s corporate website.
The partnership comes at a particular moment. The transposition of Directive (EU) 2023/970 on pay transparency into Portuguese law remains pending. However, companies and HR directors are increasingly looking to stay ahead of the curve. This context reinforces the relevance of CEINSA’s position as a technical reference in this field.
