How Servimedia has spent over 20 years using media measurement to amplify its social mission, and why AI changes everything
About Servimedia
Servimedia is Spain’s leading news agency specialising in social information, with over three decades of experience giving visibility to the causes and realities affecting the most vulnerable communities. With a clearly differentiated mission within the Spanish media landscape, Servimedia works to ensure that socially impactful journalism reaches as wide an audience as possible.
Measurement as the foundation of impact
For Servimedia, measurement is not optional — it is a fundamental condition. As José Manuel González Huesa, Director General of the agency, puts it:
“It is fundamental, because what isn’t measured is worth nothing. We have come to realise that the more our impact reaches across media and society, the more relevant we become, and one of the ways to achieve that is through Onclusive.”
— José Manuel González Huesa, Director General, Servimedia
Knowing how far their stories travel, in which outlets and with what reach, is not merely an internal exercise — it is a direct lever for social relevance. The greater their media impact, the greater their ability to fulfil their mission.
Over 20 years evolving together
Servimedia’s relationship with Onclusive spans more than two decades, a longevity that is no coincidence. For González Huesa, what has kept this collaboration alive is precisely its capacity for mutual adaptation:
“Onclusive has always been a company we have worked with for over 20 years, and that tool has allowed us, first, to measure ourselves; then, to understand what society wants; and third, to implement it — which I believe is the most important part”
— José Manuel González Huesa, Director General, Servimedia
The tool has enabled Servimedia not only to measure itself, but to understand what society needs and to act on it. Measure, understand, implement: three steps that, in the Director General’s view, define the real value of this partnership.
A relationship that adapts, not stagnates
What sets this collaboration apart is the intensity of mutual expectation. Servimedia has not waited for solutions to arrive — they have requested them, pushed for them, and ensured that Onclusive evolves to meet their specific needs. “We have been working together for a long time, we know each other very well” acknowledges González Huesa, “but there is always something new day to day, some difference that leads us to request additional work and Onclusive has always adapted.“
The AI challenge and the future of information access
The media ecosystem is changing at an unprecedented pace, and Servimedia is acutely aware of it. The rise of artificial intelligence has rewritten the rules: the way people access information no longer follows established patterns. In González Huesa’s own words:
“AI has burst onto the scene and rewritten all the rules. We need to find out what people want, what they need, how they access information — and any work we can do in collaboration with Onclusive is very welcome, because it is a market yet to be discovered, even for Onclusive itself”
— José Manuel González Huesa, Director General, Servimedia
In this new context, the strategic value of understanding how and where content is consumed has never been greater. González Huesa points to an emerging challenge: ensuring that quality, rigorous journalism is not lost in the sheer volume of content circulating online. “A piece of information produced to a high standard should carry real value and not be buried among hundreds or thousands of pieces published by others” he notes, putting his finger on one of the central tensions facing journalism today. On that journey, the partnership with Onclusive remains a critical piece of the puzzle.