What PS21 does

PS21, trading as 'PS21 | Different Works', is a Spain-based integrated creative advertising agency founded in 2018 with offices in Madrid and Barcelona and a headcount of 51–100. The agency conceptualises, designs, and executes full-funnel campaigns spanning TV, out-of-home physical activations (including engineered installations such as the 12-metre rotating döner rotisserie for KFC), digital and paid social, organic social (RRSS), influencer partnerships, cinema advertising, gaming/esports integrations, and in-restaurant experiential activations for major consumer brands. Its core capability is the engineering of unconventional physical brand experiences paired with multichannel media deployment — exemplified by sustained KFC work (over 15 documented campaigns since 2020) alongside mandates for clients including Línea Directa, Movistar, Larios, Walkers, Doritos, Worten, Pepsi, Revolut, BBVA, Finetwork, Beefeater, Tanqueray, Alvalle, and Adecco.

PS21 operates as a project-based creative agency engaged directly by enterprise brand clients. Revenue is generated through campaign-based fees whose pricing is not publicly disclosed but is necessarily scope-dependent, covering concept development, physical production (e.g., iron and polyurethane-foam structures for OOH installations), audiovisual content production, and integrated media strategy. The agency executes media placement through partner agency Arena Media and audiovisual production through Oriental Films, reflecting a partner-led delivery model rather than full in-house vertical integration. Underlying technology is primarily production- and creative-stack oriented (with no disclosed AI/ML, API, or proprietary platform). The founding leadership team includes founder and CEO Agustin Vivancos; broader management data is not disclosed.

The agency's go-to-market rests on creative reputation (the 'Different Works' positioning) and demonstrated delivery of high-impact, award-worthy campaigns to win mandates from brand-side marketing leaders, supplemented by repeat business from anchor accounts such as KFC. Geographic scope is Spain-centric with documented servicing across Spanish regional markets; no broader international footprint is claimed.

Name

PS21

Website

https://ps21.es

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

PS21 is a Spain-based integrated creative advertising agency (Madrid and Barcelona) that designs and executes multichannel brand campaigns — including large-scale physical activations, TV, digital, social, and influencer work — for consumer brands led by KFC.

Ownership category

akta.pro rank

Product category

Creative Advertising Services

NAICS

Advertising Agencies (541810), Public Relations Agencies (54182)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Social Media & Community Management (PR-led) (BPAFADAM)

akta.pro secondary industry

PR, Reputation Management & Earned Media Platforms (BPAMALAO)

Keywords

• Creative advertising agency
• Integrated marketing campaigns
• Out-of-home activations
• Brand design services
• Experiential marketing

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

Distribution channels1 record

Marketing channels9 records

Core offering

PS21 is a full-service creative agency that develops and executes integrated advertising campaigns for major consumer brands. Its work spans concept ideation, large-scale physical out-of-home activations (engineered installations in public spaces), audiovisual production for TV and cinema, digital and social media campaigns, influencer partnerships, gaming integrations, and in-restaurant experiential activations. The agency is contracted directly by brand clients on a project basis, with a particularly strong track record in the QSR sector for KFC in Spain.

Product overview

PS21 is a project-based creative/marketing agency that delivers integrated advertising campaigns across multiple channels (TV, OOH, Digital, social media, restaurant activations) for clients primarily in the quick-service restaurant and consumer goods sectors. The company does not offer a productized software platform, SaaS product, or module-based architecture. Its portfolio consists of client campaigns organized chronologically from 2019 through 2026, including work for KFC, Línea Directa, Movistar, Larios, Walkers, Doritos, Worten, Flamin' Hot, Pepsi, Revolut, BBVA, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Advertising Campaign Services
• Brand Design and Out-of-Home Activations
• Digital Production and Social Media Services
• Events and Experiential Activations
• E-commerce Solutions

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Oriental FilmscoreStrategic or Co-development Partner · 24 March 2026Oriental Films handled audiovisual content production for the KFC döner campaign, producing the video and creative assets that accompanied the physical out-of-home activation. This is a co-production creative partnership where Oriental Films provides production capability complementing PS21's concept and campaign strategy.
• Arena MediacoreGTM or Marketing Partner · 24 March 2026Arena Media executed the media strategy for the KFC döner launch campaign, covering TV, digital, cinema, and outdoor channels. Arena Media acts as PS21's media planning and buying partner on this activation, translating the creative concept into a paid media deployment across multiple channels.

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• DDB Spain: Spanish operations of the DDB global creative network. Overlapping client roster in QSR, FMCG, and telecom, but with broader portfolio capabilities and multi-market reach that PS21 cannot match.
• TBWA\Spain: Spanish affiliate of the TBWA global creative network. Competes for the same major Spanish enterprise brand briefs but with the backing of a global network and ability to serve clients across multiple markets.

Direct peers

• China: Madrid-based independent creative agency known for unconventional, attention-grabbing campaigns. Directly comparable in positioning, scale, and target client profile (major Spanish consumer brands).
• Anomaly: New York–founded independent creative agency operating with an unusually integrated model (strategy, creative, media, and production under one roof). Mirrors PS21's stated one-stop creative-to-execution positioning at larger scale.
• Lola MullenLowe: Madrid-headquartered creative agency within the MullenLowe network. Closest Spanish-market direct competitor, working with similar blue-chip FMCG, telecom, and QSR clients on integrated multichannel campaigns.
• Alegre Roca: Spanish independent creative agency with a comparable boutique scale and full-service creative offering. Direct competitor for mid-sized Spanish brand mandates across QSR, retail, and consumer goods.
• &Rosàs: Barcelona-based independent creative agency with a similarly bold, idea-led creative philosophy. Comparable in size, independent ownership, and positioning as a premium Spanish creative shop competing for the same enterprise brand briefs.
• Wieden+Kennedy: Portland-based independent creative agency and the canonical example of a founder-led independent that scaled globally on the strength of its creative voice. Aspirational peer in operating philosophy if not in scale.
• Kitchen: Oslo-based independent creative agency with an analogous model: small senior team, bold creative output, and disproportionate share-of-voice in its home market. Comparable in operating model and creative ambition.
• Mother: London-headquartered independent creative agency and a global reference point for founder-led independents competing against networks. Closely comparable business model and creative philosophy, though larger and more international.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 PS21