In Basque, Zerikusi means "relationship, bond or connection", but literally translates as "what to see". Two meanings that reflect its approach to communication: connecting ideas and people through messages that are meaningful and bring value. To shape the concept, we draw inspiration from the expression "seeing is believing", highlighting the importance of observing, questioning and understanding before communicating. Because only by asking the right questions can we look beyond the obvious and communicate what truly matters. The exclamation mark represents that moment when something captures our attention and invites us to see things from a different perspective. Zerikusi® is an invitation to question in order to connect and communicate with purpose.