Both – The Culture Division of Newlink: Enhancing Engagement and Connections

What is Both – The Culture Division of Newlink?

Both – The Culture Division of Newlink is all about amplifying engagement and creating meaningful connections. This team specializes in generating engagement and supporting organizations as they evolve their culture. The goal? To strengthen those valuable connections that inspire people and drive purpose-driven brands forward. It’s not just about business as usual; it’s about building brands that truly connect.

Main Benefits of Both’s Approach

Here’s what sets Both apart and why it matters:

• Specialized services in cultural evolution, employer branding, leadership, sustainability, and employee experience.
• Tailored proposals crafted to align perfectly with each organization’s unique values.
• B-Certified Corporation since 2025, proving a commitment to responsible business practices.
• Operates across multiple countries: USA, Mexico, Dominican Republic, Peru, Argentina, Spain, France, and Italy.
• Strategic partnerships that enhance their impact and reach.

About Their Unique Methodology

Both works differently. They think, plan, and execute with a fresh mindset called Orbital Thinking. This framework offers a multistakeholder vision—from the inside out. It’s about seeing the bigger picture and how every part of the company connects with its people and community. Their Inside-Out Orbital Strategy evaluates and defines alignment and hyper-coherence between the company and its stakeholders, ensuring everyone’s on the same page.

Smart Engagement Through Shared Purpose

Activation is key. Both’s Shared Purpose Programs are designed to spark Smart Engagement by creating value assets across different dimensions of the company. This means engagement isn’t just a buzzword—it’s a real, measurable force that drives purpose and connection within organizations. It’s about making engagement smart, meaningful, and sustainable.

Showcasing Their Work

Both has a portfolio that speaks volumes. Some standout projects include:

• SÓC ENFERMERA – COIB
• SUMMER CONNECT 2021 – ADEVINTA
• TRAM. RSE Strategy Aligned with the SDGs
• FERRER: Day-to-Day Activists
• CASA SEAT
• TRAM

Impact on Sustainable Development Goals (SDGs)

• Promotes responsible consumption and production.
• Supports decent work and economic growth.
• Encourages industry innovation and infrastructure.
• Fosters partnerships for the goals.
• Advances climate action and sustainability.

Where They Operate and Collaborate

Both’s reach is truly global, with presence in the USA, Mexico, Dominican Republic, Peru, Argentina, Spain, France, and Italy. Their strategic partners help amplify their impact, creating a network that supports culture evolution and engagement across borders. It’s a smart, connected approach to building brands that matter—wherever they are.

What Both actually does

Both is the Culture Division of Newlink, a B2B consulting group that works on organizational culture, engagement, and internal connection for large companies rather than external brand marketing. It operates alongside Newlink’s Brand & Consumer Journey and Reputation & Public Affairs divisions, and works across Spain, France, Italy, the United States, Mexico, the Dominican Republic, Peru, and Argentina.

Where the work shows up

• Culture consulting: shaping how large organizations engage and connect internally
• Cross-market delivery: operating across 8 countries spanning Europe and the Americas
• Enterprise clients: working with major companies across sectors from energy to consumer goods to pharma

Trusted by

Also works with Amgen, Bayer, Cellnex, Repsol, Seat-Cupra, Mapfre and Tous, among other enterprise clients.

Why this belongs on a sustainability directory

Both became B Corp certified in 2025, meaning its own consulting operation is externally verified against social and environmental standards, not just the culture-change work it sells to clients. Its focus on workplace engagement and organizational culture connects to SDG 8 (Decent Work and Economic Growth), its cross-border consulting model to SDG 17 (Partnerships for the Goals), and its own B Corp verification to SDG 12 (Responsible Consumption and Production).