Mad Marketing
Mad Marketing is a Mexico-based BTL marketing agency founded in 2015, serving enterprise FMCG and consumer-goods brands with nationwide activations, custom trade-show stands, graphic design, and multimedia content production through vertically integrated in-house fabrication and logistics.
- Company typePrivate
- Founded2015
- HeadquartersTultitlán, Mexico
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Mad Marketing does
Mad Marketing (legal entity MAD EVENTS & MARKETING, S.A. de C.V.) is a Mexico-based below-the-line (BTL) marketing agency founded in 2015 and headquartered in Tultitlán, Estado de México. The firm serves enterprise consumer-goods and FMCG clients with a four-pillar service portfolio: BTL activations (demonstrators, point-of-sale, street marketing, nationwide events), Expos y Ferias (custom trade-show stand design and fabrication), Diseño (graphic design, branding, packaging, POP materials), and Multimedia content production. Underlying capability rests on vertically integrated physical assets — an in-house stand fabrication workshop, a POP cardboard factory, an owned vehicle fleet, warehouses, and a national promoter recruitment network — which together support nationwide execution without third-party production outsourcing.
The company's revenue model is professional-services based and quote-driven, with no publicly disclosed pricing; new business is sourced primarily through direct outreach and the company website (madmarketing.com.mx), supplemented by a social presence on YouTube, Facebook, and Instagram. Its go-to-market targets marketing and brand managers at major FMCG/CPG enterprises, with a stated sell-out (sales-generation) orientation rather than purely awareness-based campaigns. The disclosed client roster includes PepsiCo, Kimberly-Clark, Lala, Bachoco, Herdez, Jumex, American Express, Lenovo, Clorox, Maruchan, and other enterprise brands, alongside production benchmarks such as 100+ stands delivered across 40+ national expos in 2024.
The business is privately held, founder/management-owned with no disclosed external venture or private equity backing, and operates solely in Mexico with no international footprint. The firm employs 11-50 people and has no public revenue disclosure. Strategic emphasis is on deepening vertical integration and scaling execution capacity within its existing Mexican enterprise client base rather than geographic or product diversification.
Mad Marketing firmographics
Firmographics- Name
- Mad Marketing
- Legal name
- MAD EVENTS & MARKETING, S.A. de C.V.
- Website
- https://madmarketing.com.mx
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mad Marketing is a Mexico-based BTL marketing agency founded in 2015, serving enterprise FMCG and consumer-goods brands with nationwide activations, custom trade-show stands, graphic design, and multimedia content production through vertically integrated in-house fabrication and logistics.
- Ownership category
- akta.pro rank
Mad Marketing industry classification
Industry- Product category
- Marketing Services (BTL Advertising & Experiential Marketing)
- NAICS
- Advertising Agencies (54181), Convention and Trade Show Organizers (561920), Sign Manufacturing (33995)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Sales Promotion Campaign Design & Management (BPAFAMAC)
- akta.pro secondary industries
- Trade Shows & Exhibitions (Booths, Show Management) (BPAFAGAD), Brand Ambassadors & Promotional Event Staff (HSACAEAE), General Consumer Expos & Trade Shows (MPAGAFAA)
Keywords
Where Mad Marketing is headquartered
LocationHeadquarters
- HQ city
- Tultitlán
- HQ country
- Mexico
- HQ region
- Latin America
Offices1 record
Markets served
Mad Marketing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others
Revenue model
- BTL Marketing Services: Below-the-line marketing services including demonstrator programs, point-of-sale activations, street marketing, and events executed nationwide
- Expos and Fairs / Stand Fabrication: Design and construction of custom stands for trade shows and expos, including industrial design and in-house manufacturing
- Design Services: Graphic design services including logos, packaging, branding, infographics, and point-of-sale materials
- Multimedia Content Production: Creative multimedia content production to capture customer attention
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Mad Marketing product offering
Product offeringCore offering
Mad Marketing is a BTL marketing agency that plans and executes below-the-line marketing services — including demonstrator programs, point-of-sale activations, street marketing, and nationwide events — for enterprise consumer brands. It complements field activations with in-house stand fabrication for expos and trade shows, graphic design for branding and POP materials, and multimedia content production, all delivered through vertically integrated in-house production, logistics, and field-recruitment capabilities.
Product overview
Mad Marketing is a BTL (Below-the-Line) marketing agency with nearly 10 years of experience in the Mexican market. The company operates a multi-service model consisting of four core service lines: BTL (activations, demonstrators, street marketing, and events), Expos y Ferias (custom stand design and fabrication through their own workshop), Diseño (graphic design including branding, packaging, POP materials), and Multimedia (content production). The company is vertically integrated, operating their own stand fabrication workshop, POP cardboard factory, fleet of vehicles, and national recruitment capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- BTL (Below the Line) Below-the-line marketing services including demonstrator programs, point-of-sale activations, street marketing, and events executed nationwide for enterprise brand clients.
- Expos y Ferias (Expos and Trade Shows) Exhibition and trade show services including custom stand design and in-house fabrication for companies participating in expos and trade shows in Mexico.
- Diseño (Design) Graphic design services including logos, packaging, branding, infographics, point-of-sale materials (POP), and display stands for client brands.
- Multimedia Creative multimedia content production services producing content designed to meet client and consumer needs in support of brand activations.
Quantifiable outcome
- Developed 100+ stands in 40+ national expos in 2024
Companies that use Mad Marketing
Customer profileNamed customers20 records
Segments2 records
Ideal customer profiles2 records
Mad Marketing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Mad Marketing partnerships and signals
Strategic signalScale indicators4 records
Recent moves2 records
Expansion highlights3 records
Mad Marketing competitors and assessment
Company assessmentRegional players
- Circle Agency: Brazil-headquartered experiential and activation agency with operations across Latin America. Comparable service offering (activations, events, brand experience) for multinational brands active in the region.
Direct peers
- BTL Group: Mexico- and Latin America-focused BTL marketing agency offering activations, samplings, promoters, and events. Closely comparable in service scope and customer profile to Mad Marketing.
- PromoEspacio: Mexican BTL agency specializing in below-the-line activations, point-of-sale, and experiential marketing for consumer brands. Direct overlap with Mad Marketing's BTL and POP service lines.
- Grupo Promo: One of the largest Mexican BTL and experiential marketing agency groups, operating across activations, events, and field marketing. Direct competitor for FMCG/CPG activation budgets and trade show execution in Mexico.
- Jack Morton Worldwide: Global brand experience agency known for events, trade shows, and experiential campaigns. Comparable on expo and event-execution capabilities though operating at a larger multinational scale.
- Geometry Global: WPP's dedicated experiential and commerce activation network with strong LatAm presence. Specializes in shopper marketing, retail activations, and brand experiences — directly overlapping Mad Marketing's BTL core.
- MKTG (Dentsu): Dentsu's brand activation and experience network delivering shopper marketing, events, and sponsorship activation globally. Overlaps with Mad Marketing's BTL and expo service lines for multinational FMCG accounts.
Broad incumbents
- Ogilvy Mexico: WPP-owned global creative agency with Mexico operations serving many of the same multinational FMCG and consumer brands. Comparable at the brand-marketing level though broader than Mad Marketing's BTL-only focus.
- Publicis Groupe Mexico: Global advertising holding company with full-service capabilities in Mexico including creative, media, digital, and activation. Competes for the same enterprise FMCG brand budgets but at much larger scale.
- MullenLowe Mexico: Global creative network with strong presence in Mexico and LatAm, serving major FMCG brands. Competes for integrated marketing budgets that often include BTL components.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Mad Marketing social profiles
Digital presenceMad Marketing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mad Marketing leadership team
Management profileNumber of profiles
Mad Marketing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mad Marketing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mad Marketing
What does Mad Marketing do?
Mad Marketing is a BTL marketing agency that plans and executes below-the-line marketing services — including demonstrator programs, point-of-sale activations, street marketing, and nationwide events — for enterprise consumer brands. It complements field activations with in-house stand fabrication for expos and trade shows, graphic design for branding and POP materials, and multimedia content production, all delivered through vertically integrated in-house production, logistics, and field-recruitment capabilities.
Is Mad Marketing a public or private company?
Mad Marketing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mad Marketing founded?
Mad Marketing was founded in 2015. It employs 11 to 50 people.
Where is Mad Marketing based?
Mad Marketing is headquartered in Tultitlán, Mexico, in the Latin America region.
How does Mad Marketing make money?
Four revenue lines are on record. BTL Marketing Services are the primary driver. The others are expos and Fairs / Stand Fabrication, design Services and multimedia Content Production.
Who are Mad Marketing's main competitors?
Circle Agency is listed as a regional player. Direct peers are BTL Group, PromoEspacio, Grupo Promo, Jack Morton Worldwide, Geometry Global and MKTG (Dentsu). Broad incumbents are Ogilvy Mexico, Publicis Groupe Mexico and MullenLowe Mexico.
Does Mad Marketing have an API?
No public API is recorded for Mad Marketing.
What industry is Mad Marketing in?
Mad Marketing's product category is Marketing Services (BTL Advertising & Experiential Marketing). Its primary akta.pro industry code is BPAFAMAC, Sales Promotion Campaign Design & Management, with a secondary code of BPAFAGAD, Trade Shows & Exhibitions (Booths, Show Management). Its NAICS code is 54181 and its SIC code is 7311.