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The 25th anniversary of the International Conference on Corporate and Marketing Communications (CMC), hosted by the University of Granada (Granada, Spain) from 14th to 16th April 2021, is undoubtedly a special occasion to launch the very first special issue entirely devoted to research papers presented at CMC, which is considered now one of the most representative and traditional conference in the field of corporate and marketing communications. The 25th CMC was planned for 2020, however the pandemic led to postpone the conference to 2021, which was initially organized as a conventional face-toface conference and eventually held online adapting the format to the challenging new normal. On the bright side, this edition was even more special, since it counted on two submission and review processes (one in 2020 and another in 2021), reaching the important quarter century milestone successfully …