Currently innovation is one of the key elements, not only for enterprise competitiveness but even for permanence on the market. For over half a century, innovation has been identified as an element of vital importance for the survival of businesses. This work is developed in order to analyze and strengthen innovation culture in a company belonging to a sector in which permanent innovation must be a characteristic (advertising and communications) and differentiating factor. It is intended that through the strengthening of innovation culture in EIVOS, the processes of ideation and innovation increase in number and quality; likewise, it is expected to generate an improvement in terms of behavior, values and resources addressed to innovation; and thus increasingly align the company with government policies aiming at promoting innovation in enterprises of all sectors and sizes, mainly in small and medium-sized enterprises which are the vast majority. This work begins with a socialization and awareness about innovation topics and innovation culture, followed by the implementation of a data collection tool to measure the levels of 6 main constitutive elements of innovation culture.