The Malaga-based agency Pura Envidia receives the CIT Marbella award for the best innovative company

The Malaga-based agency Pura Envidia, celebrating its 15th anniversary, has received the 2025 Business Innovation Award from the Marbella Business and Professionals Circle (CIT) at the 25th CIT Marbella Business Awards. Additionally, it has just won the Agripina Award for Best Website for the Andalucía Nexus platform, which is redefining the Andalusian tourism ecosystem. Founded 15 years ago by Habacuc Rodríguez and a group of local entrepreneurs, Pura Envidia was established with the goal of combining creativity, strategy, and technology. For its trajectory, impact, and constant commitment to innovation from Marbella, the CIT highlights its example of business excellence and its contribution to the economic and creative ecosystem of the Costa del Sol. Among its most awarded campaigns is “Los Andaluces son”, which transformed Google's suggestions about Andalucía and improved the digital perception of an entire culture, and the strategy created for a franchise born in San Pedro de Alcántara, which went from being a small local ice cream shop to a network with 50 stores in 7 countries thanks to its strategic support. "For Pura Envidia, to innovate is to be curious, embrace change, and learn from data without fear of making mistakes. The team, made up of local and national talent with a global vision, helps businesses of all sizes transform their marketing, sales, and operations," say its promoters. Among its most recent initiatives is Conversion Week, an event organized by the agency for the third consecutive year, dedicated to exploring the present and future of marketing, digital conversion, and artificial intelligence applied to business. Its latest edition brought together international leaders in Growth Marketing, CRO, and Data-Driven Marketing, establishing itself as one of the leading sector events in southern Europe. The CEO of the agency, Habacuc Rodríguez, states that the innovative nature of Pura Envidia is not only reflected in its campaigns but also in its working system, based on the application of artificial intelligence to the processes of analysis, creation, and optimization of strategies. "AI does not replace creativity, but it does enhance our ability to understand the consumer, anticipate trends, and design more effective actions," explains Rodríguez. Rodríguez adds that one of the pillars of Pura Envidia's approach is Growth Marketing, a methodology that combines creativity, data analysis, and constant experimentation to achieve measurable and sustainable growth. The web project, developed for the Ministry of Tourism and Andalucía Exterior, integrates services, talent, and technological solutions for businesses and professionals in the sector into a single intelligent environment. The challenge consisted of unifying previous systems, modernizing the digital architecture, and creating a "more efficient, accessible, and prepared for growth" experience. Pura Envidia led the development with a comprehensive approach—UX, UI, programming, and digital engineering—with the collaboration of Raíz Digital in the SEO structure. "The result is a living and scalable platform that has already become a benchmark for public-private collaboration in Andalusian tourism," they point out.