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The Essential List: Mónica Moro


Jamón Ibérico, Billy Wilder and high-end sound systems with McCann Spain’s Chief Creative Officer

The Essential List: Mónica Moro
As Chief Creative Officer of McCann Spain, Madrid native Mónica Moro is one of an unfortunately small group of female creative leaders in Spain. In the five years she’s been in the role McCann has become the only Spanish company among the top 20 agencies in the Gunn Report, been named Agency of the Year on numerous occasions and is among the most awarded agencies in the country, as well as one of Spain’s most desirable places to work.

She’s worked with globally admired brands from Coca-Cola to Ikea, and has some of her work included in the permanent collection of the National Museum of Contemporary Art Reina Sofía - Spain’s National Museum of 20th-century art.

Curious about the sort of things such a creative powerhouse likes? Check out Mónica’s Essential List.


o Place of birth: Madrid
o Hometown: Madrid too
o Staycation: Wandering around my own city, and feeling like a tourist

The golden sands of Cadiz

o Vacation: Since my twins were born, any beach in Cadiz, south of Spain. Before that, any place on the other side of the planet
o Place of work: McCann Madrid 
o Place of workout: B3B Woman Studio - bike, boxing and ballet. I hate it 

o Mode of transport: Car and feet. In that order
o Miscellaneous Travel Essential: Facial cream. Sneakers. Credit Card. iPhone. Tips from locals


o Artist: James Turrell, Tracy Emin, Christo and Jeanne Claude

Two pieces from James Turrell's light exhibition Aten Reign from the Guggenheim Museum in New York 

o Musician: Marvin Gaye, Debussy, John Lennon  
o Commercials director: Dougal Wilson 
o Film director: Billy Wilder
o Photographer: My four-year-old daughters
o Film: Just to be coherent, Some Like It Hot. But I also love profound dramas like A Prophet, from Jacques Audiard
o Series: The Sopranos, Mad Men, Breaking Bad, True Detective, Game of Thrones
o Commercial: I can’t choose just one. Randomly I would say Cadbury’s Gorilla
o Music Video: Pillow Talking (Lil Dicky)

o Book: Rayuela by Julio Cortázar 
o Newspaper (off or online): El País. New York Times
o Magazine: Monocle. And Cuore (the cheapest gossip magazine in Spain…very funny)
o Miscellaneous Art: Furniture…I love chairs. Interior design. Whatever people do with their hands, from cakes to pottery

Food and Drink

o Restaurant: The whole of San Sebastian (Donostia) is a massive restaurant I love to go to
o Cheap bite: Pork belly bao

o Working lunch: Any cheap and local restaurant close to the agency. Or a tupper from home
o Dish: Anything from my mum’s kitchen
o Snack: Jamón Ibérico

Just a light snack

o Guilty Pleasure: Ice cream
o Bar: De Diego, Madrid
o Tipple: Gin and tonic or a spicy margarita
o Soft Tipple: Coca-Cola Light 
o Miscellaneous food: Tortilla de patata (Spanish omelette), tomato salad, anchovies, olives, any mature cheese
o Miscellaneous Beverage: Earl Grey tea, chai tea, tap water, tomato juice with salt and pepper, Rioja wine


o Phone: iPhone7
o Computer: MacBook Pro
o TV: Samsung
o Headphones: Stax
o Camera: Sony Alpha 6000, and my iPhone camera of course
o Soundsystem: I live with an audiophile, so I am fortunate to enjoy music through a pretty high-end system. Auralic, Ars-Sonum, Joule-Electra, Magneplanar, Bowers and Wilkins are the names that come to mind at home
o Pen / pencil: Pilot V5 in black. I am a maniac, I cannot write with any other pen

o Where you document an idea: In any beautiful notebook that I buy on my travels. I love Papelerías Palermo in Buenos Aires. I also use my brain, but it’s getting a bit tired
o Watch: Rolex Oyster Date and many customised Seikos made by my husband
o App: Instagram
o Website: Pragmatic stuff, like AdAge. Cannes Lions. Asos. Yoox. Airbnb. And all the funny and stupid stuff we people from advertising make up
o Work program: My brain, plus Outlook Calendar, plus Ana and Conchi 
o Digital work tool:  Word, Keynote
o Analogue work tool: Whiteboard with lots of markers
o Grooming: I am a morning shower girl. Then, facial cleanser and tonic P50 from Biologique Paris, Moroccan Oil for my frizzy hair, Kiehl’s body lotion, mum deodorant and Dentis toothpaste!
o Miscellaneous Kit Essential: Red lipstick, black sunglasses and great shoes
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McCann Spain, Thu, 09 Nov 2017 15:31:33 GMT