What TBWA Espana does

TBWA España is a Madrid-headquartered, full-service advertising agency operating as the Spanish arm of TBWA within Omnicom Group (NYSE: OMC). The firm delivers integrated creative, strategic, content, and consulting services to large enterprise brand clients across verticals that include food & beverage (McDonald's, PepsiCo's Doritos and Lay's), retail (Lidl, El Corte Inglés group), telecommunications (Movistar), postal and logistics (Correos), travel (American Tourister), gaming and consumer electronics (PlayStation, Playtomic), insurance, lottery (Once), and spirits (Ruavieja). Campaign work documented in the input includes quantified outcomes such as McDonald's Monopoly (815% sales increase, 490,000 app registrations) and Doritos Crunchy Explosions (17% sales increase, 233 million impressions), positioning the agency around measurable business results rather than purely creative output.

The agency's core technology stack is anchored on Disruption®, a proprietary, decades-old brand strategy and creative framework registered as a trademark of TBWA. This framework is operationalized through six specialized modules: Disruption®X (data-powered methodology linking brand experiences to business outcomes), BackSlash (internal cultural intelligence unit publishing 36 cultural Edges annually), Creative Data Lab (data-informed creative development), an in-house Content Unit (strategy through distribution), e-Growth (experience ecosystem optimization), and the Disruption® Consultancy (project-based business strategy). The firm has additionally developed proprietary ad-tech, notably "Crunch Cancellation," a real-time audio tool built for the Doritos account. The agency's own digital properties rely on standard web analytics (Google Analytics, cookie-based tracking) rather than disclosed proprietary AI infrastructure.

TBWA España makes money through professional-services agency fees negotiated on a per-engagement basis with enterprise clients; pricing is not publicly disclosed. The go-to-market motion is enterprise field sales: new business inquiries route through a designated new-business lead (Jesús Fuertes) with direct engagement pitching to brand CMOs and marketing directors. Demand generation is supported by a content-marketing channel (the tbwa.es portfolio site), an organic social presence (Instagram, Twitter/X, LinkedIn), earned media through industry-award submissions (Cannes Lions, Effie, El Sol, El Ojo, CdeC, Eurobest), and the BackSlash Edges webinar program used as a mid-funnel thought-leadership channel. The agency operates from offices in Madrid (headquarters) and Barcelona, employs 101–250 staff, and is led by a President & CEO (Claudia Safont) with a senior team including a Chief Creative Officer & Head of Business Transformation and divisional directors across creative, digital strategy, customer strategy, production, and accounts.

Name

TBWA Espana

Legal name

TBWA España

Website

https://tbwa.es

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

TBWA España is a Madrid- and Barcelona-based, full-service integrated advertising agency and Omnicom Group subsidiary serving large enterprise brand clients (McDonald's, PepsiCo, Lidl, Movistar, Correos, El Corte Inglés group) through proprietary Disruption® methodology, data, cultural intelligence, and in-house content and consulting capabilities.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Content Production (Video, Design, Copy, Studio) (BPAFAAAF)

Keywords

• Integrated advertising services
• Brand strategy consulting
• Creative campaign development
• Content production services
• Cultural intelligence insights

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Services / Agency Fees: TBWA España operates as a full-service advertising agency providing integrated creative and marketing services to enterprise clients. Revenue is generated through agency fees for creative campaigns, brand strategy, consulting, and content production services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

TBWA España is a full-service integrated advertising agency that creates disruptive ideas to drive business growth for enterprise brand clients. It applies the proprietary Disruption® methodology across integrated creative campaigns, brand strategy, content production, business transformation consulting, and experience ecosystem orchestration, supported by in-house specialist units in data (Disruption®X), cultural intelligence (BackSlash), and digital growth (e-Growth).

Product overview

TBWA España is a full-service integrated advertising agency operating as 'The Disruption® Company,' part of Omnicom Group. The agency offers a unified creative and strategic platform anchored by the proprietary Disruption® methodology, supplemented by specialized modules: Disruption®X (data-powered brand analysis), BackSlash (cultural intelligence unit publishing 36 Edges annually), Creative Data Lab (data-informed creativity), a Content Unit (in-house strategy/creative/production/distribution), e-Growth (experience ecosystem optimization), and The Disruption® Consultancy (disruptive business strategy). The portfolio ranges from brand campaign development to cultural trend analysis and business transformation consulting.

Differentiator

Problem solved

Functional benefit

Brands

• BackSlash: Internal cultural intelligence unit that identifies emerging cultural signals with potential to change the course of businesses and reshape categories.
• Disruption®X
• e-Growth
• Creative Data Lab
• The Disruption® Consultancy

Products and services

• The Disruption® Company — full-service advertising agency offering Integrated advertising agency services applying the proprietary Disruption® methodology to create disruptive ideas that drive exponential business growth for major enterprise brand clients. Covers creative campaigns, brand strategy, business transformation, and end-to-end campaign execution.
• The Disruption® Consultancy Project-based consulting service that develops disruptive business strategies to help enterprise clients achieve exponential growth, delivered as a standalone engagement or as part of broader agency work.
• In-house Content Production Unit In-house content creation service covering strategy, creative development, production (graphic, audiovisual, digital), and distribution aligned with client brand and business objectives.

Quantifiable outcome

• McDonald's Monopoly Doble campaign: 815% sales increase, 490,000 app registrations
• +2 more outcomes

Named customers13 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Omnicom GroupcoreOthersTBWA España is a subsidiary of Omnicom Group, the world leader in marketing actions. As part of Omnicom, TBWA España has access to a global interconnected network of leading marketing companies, the best talent, creativity, technology, and innovation. Omnicom provides the group structure, global resources, and client network that underpins TBWA España's operations in Spain.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Leo Burnett Madrid: Publicis Groupe flagship for creative brand-building in Spain. Direct competitor for major brand transformation and integrated communications mandates.
• Ogilvy Spain: Full-service advertising agency and direct competitor in the Spanish market, part of WPP. Competes for the same enterprise integrated campaign mandates (creative, strategy, content) and serves overlapping global brand clients.
• Publicis España: Publicis Groupe's Spanish flagship offering direct competition to TBWA España's integrated creative-and-data model for enterprise clients across Spain.
• Lola MullenLowe: Madrid-based creative-led full-service agency frequently cited in Spanish creative rankings. Competes directly for creative-driven integrated campaigns for major Spanish and international brands.
• DDB Spain: Sibling agency within Omnicom Group serving the Spanish market. Competes for the same integrated creative mandates and, post the proposed Omnicom–IPG combination, may be rationalized against TBWA España's portfolio.
• Grey Spain: WPP-owned integrated creative agency in Spain competing for the same enterprise creative and campaign engagements with similar strategic planning and content production offerings.
• VMLY&R Spain: Omnicom Group sister agency in Spain led previously by current TBWA España CCO Paulo Areas. Competes for the same customer experience and digital integration engagements.
• Havas Spain: Havas Group's Spanish operations offering full-service creative, media, and healthcare communications. Competes for integrated enterprise client mandates across creative and media planning.
• TBWA\London: Sister agency within the TBWA/Omnicom global network applying the same Disruption® methodology. Operating in a different geography but providing a directly comparable benchmark for methodology execution and pricing.

Emerging players

• Madre: Independent Spanish creative agency that has rapidly gained recognition via Cannes Lions and high-profile accounts. Represents the emerging independent competition to the holding-company networks in Spain for creative-first enterprise work.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TBWA_es
• Facebookfacebook.com/tbwa.es
• LinkedInlinkedin.com/company/tbwa-madrid
• Instagraminstagram.com/tbwa_es

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TBWA Espana