Mi Querido Watson

What Mi Querido Watson does

Mi Querido Watson is a privately held creative advertising agency founded in 2004 and headquartered at Cristóbal Bordiú 35, Madrid, Spain. The firm provides professional creative services to enterprise clients across verticals including telecommunications (DIGI), household cleaning products (Las 3 Brujas), energy and sustainability (COX), residential security (Securitas Direct), performing arts (Compañía Nacional de Teatro Clásico), premium spirits (Macaronesian Gin), and snacks (RisI). Service offerings span brand strategy, campaign development, creative concepting, visual identity design, video and audiovisual production, digital marketing, social media content, CGI/digital art, print, and PR.

The agency's operating methodology, branded as "SENSE MAKING" (also rendered "We Make Sense"), explicitly combines technology, data, strategy, and creativity to translate market complexity into brand and business opportunity. The technology stack is conventional creative-agency tooling: no proprietary software, app, or API is disclosed. Production techniques highlighted include thermography (used for the CNTC campaign) and CGI digital art (used for the Macaronesian Gin brand launch), both of which are specialty production methods rather than core technology assets.

Commercially, Mi Querido Watson operates a B2B professional services model under sales-led distribution: clients are acquired through direct outreach, referrals, and portfolio/work presentations, with engagement structures that are project-based or ongoing retainers. Pricing is not publicly disclosed; agency of this profile typically issues quote-based project pricing. There is no disclosed revenue, no funding history, no parent company, no subsidiaries, and no M&A activity. The agency shows multi-year retention on several large accounts (third campaign for Securitas Direct, third campaign for CNTC 2024/2025 season, multi-campaign relationship with Las 3 Brujas) and a strategic partnership with consulting firm Picnic supporting integrated strategy-plus-creative work (notably the COX rebranding tied to IPO positioning).

Name

Mi Querido Watson

Legal name

Mi Querido Watson

Website

https://miqueridowatson.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Mi Querido Watson is a Madrid-based creative advertising agency founded in 2004, providing brand strategy, campaign development, design, video production, and digital marketing services to enterprise clients across telecom, CPG, energy, security, performing arts, spirits, and snacks.

Ownership category

akta.pro rank

Product category

Advertising & Marketing Services

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Creative Concepting & Campaign Development (BPAFAEAD), Brand Campaign & Integrated Communications Agencies (MPAAAAAC)

Keywords

• Creative agency services
• Brand strategy consulting
• Advertising campaign development
• Digital marketing services
• Brand identity design

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Agency Services: Professional services revenue from brand strategy, creative campaign development, design, production, digital marketing, and advertising services delivered to corporate clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Mi Querido Watson is a Madrid-based creative agency that delivers end-to-end advertising and branding services for enterprise clients. Its core offerings include brand strategy, creative campaign development, visual identity design, storytelling, audiovisual production, and digital marketing. The agency applies a proprietary methodology called 'SENSE MAKING' that fuses technology, data, strategy, and creativity to translate brand complexity into campaigns and business outcomes.

Product overview

Mi Querido Watson (also known as Watson Agency or Agencia Watson) is a creative advertising agency based in Madrid, Spain. The agency offers a unified suite of creative services including brand strategy, campaign development, digital content production, visual identity design, and storytelling. Their methodology, branded as 'We Make Sense' or 'SENSE MAKING,' combines technology, data, strategy, and creativity. Services span craft, design, print, video production, digital marketing, social media, CGI/digital art, and PR. The agency works with diverse clients including telecommunications (DIGI), household products (Las 3 Brujas), energy (COX), security (Securitas Direct), cultural institutions (CNTC), and spirits (Macaronesian Gin).

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Campaign Services Full-service creative advertising agency offering brand strategy, campaign development, digital content production, and storytelling services for enterprise clients across industries including telecom, cleaning products, energy, security, and cultural institutions.
• COX Rebranding (The Power of Impossible) Comprehensive rebranding project including brand strategy, visual identity design, and storytelling for sustainable energy company COX ahead of its IPO.
• CNTC Campaign (El Gozo de El Clásico) Campaign for the Compañía Nacional de Teatro Clásico featuring thermography technology and audiovisual production, utilizing classical literature references and premium copywriting for the 2024/2025 season.
• Macaronesian Gin Brand Development Brand positioning, identity creation, and brand storytelling campaign for a premium volcanic gin from the Canary Islands, including brand platform development and CGI digital art.
• Las 3 Brujas Campaign Emotional rebranding and digital campaign strategy for a multi-surface cleaner, transforming brand positioning from problem-solution to emotional wellbeing messaging.
• Securitas Direct Campaign Direct response and brand conversion campaign for security systems provider, featuring emotional storytelling and fourth-wall-breaking creative direction.
• DIGI Telecommunications Campaign Brand campaign for mobile and fiber telecommunications provider emphasizing smart consumer choices and emotional connection through cinematic production.

Named customers7 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

Partnerships

One partnership is on record.

• PicniccoreStrategic or Co-development PartnerStrategic collaboration with consulting firm Picnic on COX rebranding project. Joint work on deep strategic brand work including research, strategy, brand design, and storytelling for COX's 'The Power of Impossible' positioning and IPO.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• Shackleton: Madrid-based independent creative agency operating in the same size tier and competing for the same Spanish enterprise brand accounts, with a similar mix of integrated campaigns and brand storytelling work.
• David Madrid: Madrid-headquartered creative shop known for award-winning campaigns in Spain, comparable in headcount profile and competing for the same regional brand assignments.
• LOLA MullenLowe: Madrid-headquartered independent creative agency of comparable size and heritage, working with multinational brands on integrated campaigns. Closest structural and geographic comparable for an independent Spanish creative boutique.
• Sra. Rushmore: Spanish independent creative agency with comparable enterprise client mix and focus on brand creativity and integrated campaigns, directly competing in the Madrid agency market.
• PS21: Spanish independent creative agency operating in a similar size bracket with a comparable focus on creative campaigns and strategic positioning for enterprise brands.

Emerging players

• China (LOLA MullenLowe): Madrid-based sister creative agency of LOLA MullenLowe working with similar types of clients on creative campaigns, providing overlap in the same competitive landscape.
• Kitchen: Madrid-based independent agency operating in adjacent creative production and brand storytelling tiers, comparable in size and target client profile.

Broad incumbents

• TBWA\Spain: Spanish arm of TBWA\ with a notable creative reputation in Spain, competing for the same major brand retainers but as part of a global network offering integrated media and production.
• McCann Madrid: Madrid operation of McCann Worldgroup with comparable enterprise client work, but backed by network-scale media, data, and production capabilities.
• Contrapunto BBDO: Madrid office of BBDO network, competing for the same enterprise creative mandates but with broader network resources, media capabilities, and global client access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mi-querido-watson
• Instagraminstagram.com/agenciawatson
• Xx.com/agenciaMQW
• Facebookfacebook.com/agenciamiqueridowatson

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Mi Querido Watson