ABOUT TACTICA
Where strategy, relationships and execution need to come together.
Since 1988, we have worked with companies, institutions and international ventures at moments when something needs to move: a market to enter, a position to build, an opportunity to unlock, a relationship to create or an ambition to turn into something real.
The work has taken us across sectors, countries and disciplines. But TACTICA was never built around a fixed list of services.
It was built around a different idea: understand the whole, identify what can move it forward, bring the right people together and stay close enough to execution to make things happen.
That can mean leading a complete process, working alongside a client as an in-house strategic partner, coordinating multiple teams and specialists, or taking responsibility for one specific part of a larger mandate.
A way of working built over time.
TACTICA’s operating model did not begin with a diagram.
It developed through decades of working inside and alongside complex organisations and across different markets, where strategy, communications, institutional relationships, business development and execution rarely exist in isolation.
We learned early that when responsibility is fragmented, the original vision can become fragmented with it.
That experience shaped an approach in which TACTICA can work on the client’s side of the table: maintaining the overall perspective, aligning internal and external actors and helping ensure that strategy survives the journey from idea to execution.
NATASHA DE SANTIS
Her career spans more than four decades across corporate identity, strategic communications, institutional relations and international business development, with experience across the United States, Europe and Latin America.
She began at Landor Associates in San Francisco and founded TACTICA in New York in 1988, creating an international practice in which strategy, relationships, communications and execution could operate as part of the same process.
In Latin America, Natasha worked through TACTICA with agency partners including FutureBrand, supporting new business development and client relationship management across markets including Argentina, Colombia and Mexico. Her work included relationships and assignments involving organisations such as Telefónica and Santander, and she played a central role in developing the opportunity that led to FutureBrand securing Telefónica’s historic global rebranding assignment.
Her work has also ranged from Google’s early positioning in Spain and Latin America to long-term initiatives in international industry and sector positioning across Spain, Türkiye and Italy, working with organisations including ACME, LINEAPELLE, ICE / ITA, Camera Nazionale della Moda Italiana and Turkish industry organisations.
More recently, that experience has extended into luxury, hospitality, travel retail and international business development, including work with Plaza Premium Group and other premium ventures.
What connects those different worlds is her ability to recognise opportunities early, understand the people and relationships that can move them forward, and build the trust required to turn access into lasting value.
CLAUDIO NAVARRO
His work has developed at the intersection of corporate strategy, brand vision, strategic communications, public affairs and international business development.
Over more than 26 years, he has worked across different sectors and markets, helping organisations translate ambition into positioning, relationships, partnerships and concrete opportunities.
In parallel with his work at TACTICA, Claudio worked closely with Eduardo De Santis for nearly two decades through Corporate Vision Strategists and Gold Mercury International. That period included corporate vision and brand strategy assignments for organisations including Coca-Cola, Iberdrola and PRISA, and became an important influence on the way he approaches organisations, identity and strategic change.
His work through TACTICA has ranged from Google’s early positioning in Spain and Latin America and Spain… On the Road Again to long-term initiatives in international industry and sector positioning across Spain, Türkiye and Italy, connecting industry, fashion, institutions and media through organisations including ACME, LINEAPELLE, ICE / ITA, Camera Nazionale della Moda Italiana and Turkish industry organisations.
More recently, his work has expanded into luxury, hospitality, travel retail and international business development through Plaza Premium Group and other premium ventures.
Across those different environments, his role remains remarkably consistent: understand the objective, identify the people and opportunities that can unlock it, and connect strategy with execution to turn ambition into real progress.