New Indie Agency MONO Opens in Madrid

MONO Madrid was born at the beginning of the year, sparked by the initiative of Jorge Fesser, ex business director at Wieden+Kennedy Amsterdam, Bitan Franco and Sito Morillo, executive creative directors at Publicis Spain and Nando Vega Olmos, creative director at PICNIC and R/GA. Each of them is in a unique position to form a leading creative team in Spain.

 

With over 10 years’ experience in advertising, they have worked for multinational agencies and won countless awards at the most prestigious festivals around the world.

 

The agency aims to develop a new model, based around collaborative partnerships tailored to specific projects with profiles suited to each client’s needs. "After eight years working at Wieden+Kennedy Amsterdam for global brands such as Nike, Heineken, Levi’s and EA SPORTS, we thought that it was our time to create a different agency model in Spain, due to the rise of in-house departments, and the pressure on fees and production costs,” says Jorge Fesser, Managing Director and partner of MONO Madrid. "The market has become a very dynamic project-based ecosystem. Clients perceive the value of opening up to new more collaborative agencies and are looking for more flexible partners capable of surprising them with fresh proposals with quick turnarounds.”

 

"It's a project that we've been dreaming about for a long time,” explains the digital and innovation CCO and partner, Nando Vega Olmos. “MONO wants to offer creativity. We are an agency which cannot be pigeonholed, we love to define ourselves as multiformat. We believe in creativity and we want to create ideas that travel, entertain, add value, build brands and reach people regardless of the format."

 

MONO will have a network of national and international talent in Madrid, providing diversity and relying on a group of regular collaborators with experience in top-tier agencies and brands.

 

Bitan Franco and Sito Morillo will lead the creative direction of the agency with Nando Vega Olmos focusing on new technologies, innovation and digital. Jorge Fesser will occupy the general management of the agency as managing director and director of client services. The agency will also actively collaborate with PICNIC Madrid, a consultancy specializing in strategy applied to the development of modern brands. MONO will assist PICNIC in creative projects while PICNIC will offer MONO strategic projects, complementing each other in an organic symbiosis.

MONO has recently launched the rebranding of the Spanish national postal service CORREOS through a non-traditional campaign involving a trap videoclip (in partnership with Arena Media), the campaign for the CdeC (Club de Creativos) creative association, the launch of the artist LEIVA’s new album with a branded content platform, the brand strategy and visual identity of a new museum about to open, among other projects.