Normmal

What Normmal does

Normmal (legal entity NORMMAL MEDIA & CREATIVIDAD, S.L.U.) is a Barcelona-headquartered, independently owned creative advertising agency operating under a Spanish private limited company (SLU) structure with no parent, no disclosed institutional investors, and no public listing. The firm positions itself as a B Corp, CHOOSE, and MITECO-certified purpose-driven agency whose work is aligned to the UN Sustainable Development Goals. It sells a full-service mix of strategy and research, creative campaign development (360°), media planning and buying, social media management, analytics/BIDA, and international campaign coordination — delivered on a project and retainer basis to enterprise clients (AstraZeneca, Rituals, Triodos, Colnatur, Aural) and to public-sector and tourism boards (Catalan Tourism Agency, El Salvador Tourism Corporation, Menorca Tourism Consortium, Government of El Salvador, Catalan Institute of Finance).

The firm runs no proprietary technology platform: campaign execution relies on established third-party tools — AIMC, EGM, Kantar, Infoadex, Statista, Comscore, SemRush, Global Survey, BuzzMonitor — layered with AI-assisted optimization, predictive/attribution analytics, and incrementality testing inside the BIDA service line. Distribution is direct, B2B, and relationship-led, supplemented by referral flow through the CommUnity International network, of which Normmal is the Spain/LATAM hub (34 agencies, 39 countries, 1,800+ professionals).

Commercially, Normmal generates professional services revenue via quoted projects and ongoing retainers, with no disclosed pricing, no public contracts, and no investor disclosure. It operates from six offices — Barcelona (HQ, C/ Paris 82), Madrid, London, San Salvador, Mexico City, and Miami — and reports executing multimedia campaigns in 70+ countries across four continents. Key proprietary initiatives include the Greenworking methodology, the Greenworking Guide 2025, and the Greenworking Awards co-created with CIFFT and supported by UN Tourism. The firm's strategic posture in 2025 centers on converting sustainability credentials and standards-setting activity (Greenworking Awards, Green Pencil jury appointment, CommUnity affiliation) into enterprise and government pipeline, while pricing is opaque and growth signals are qualitative rather than financial.

Name

Normmal

Legal name

NORMMAL MEDIA & CREATIVIDAD, S.L.U.

Website

https://normmal.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Normmal is an independently owned, B Corp-certified creative advertising agency headquartered in Barcelona, offering strategy, creative, media, social, analytics, and international campaign services to enterprise and public-sector clients across Europe and LATAM.

Ownership category

akta.pro rank

Product category

Creative Advertising Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Marketing Research and Public Opinion Polling (541910)

SIC

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

akta.pro primary industry

Brand Guidelines, Governance & Brand Management (BPAFAEAF)

akta.pro secondary industries

Brand Strategy & Identity Systems (MPAAAEAA), Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ), Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN), Social Media & Community Management (PR-led) (BPAFADAM)

Keywords

• Creative advertising services
• Media planning buying
• Brand strategy campaigns
• Data analytics BIDA
• Sustainable marketing communications

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative and Advertising Services: Normmal generates revenue through professional services billed on a project and retainer basis. Services include strategy and research, media planning and buying, creative campaigns (360°), social media management, BIDA (business intelligence and data analytics), and international campaign coordination. Revenue is derived from fees for creative development, media buying, campaign execution, and ongoing consultancy engagements with enterprise and government clients.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Normmal is an independent, international creative advertising agency that delivers integrated services across five pillars: Media (strategy, research, planning, 360-degree campaign execution, performance measurement, and AI-assisted optimization); Creativity (brand strategy, advertising concept development, 360 campaigns, graphic design, video and photography production, and activations); Social (social media strategy, content creation, and community management); BIDA (business intelligence and data analytics including social listening, predictive analytics, attribution modeling, and AI Insights); and International (multi-market campaign coordination across 70+ countries through CommUnity International). The agency positions itself as a B Corp-certified, purpose-driven firm aligning every client project with UN Sustainable Development Goals.

Product overview

Normmal is an independent, international creative advertising agency offering an integrated suite of services across five core areas: Media (strategy, research, campaign execution, and measurement with advanced AI tools), Creativity (brand strategy, advertising campaigns, graphic design, and production), Social (social media management and content creation), BIDA (Business Intelligence & Data Analytics including social listening, predictive analytics, attribution modeling, and AI Insights), and International (global campaign coordination across 70+ countries). The agency positions itself as a purpose-driven, sustainable communication firm with B Corp certification, aligning all projects with the UN Sustainable Development Goals.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Services Strategic media services covering market analysis, trend identification, campaign design and implementation at national and international levels, using data and advanced segmentation for personalized campaigns with ROI optimization and continuous performance measurement through AI-assisted dashboards. Designed for enterprise brands and organizations running advertising campaigns.
• Creativity Services Creative services covering brand creation and development, brand architecture and positioning, advertising campaign conceptualization, 360-degree creative production (video, photography, animation), graphic and visual design, copy writing, and experiential event activations. Targeted at brands needing full creative development from strategy through production.
• Social Media Services Comprehensive social media service including market analysis, strategic consulting, content creation, community management with 24-hour response times, and performance reporting. Targeted at brands seeking end-to-end management of their social media presence.
• BIDA (Business Intelligence & Data Analytics) Business data intelligence and analytics service including social listening, advertising audits, predictive and regression analytics, media mix modeling, attribution modeling, incrementality testing, and AI Insights implementation and training. Targeted at brands and organizations requiring advanced measurement and analytics across their marketing investments.
• International Services International campaign coordination and optimization across more than 70 countries on four continents, leveraging Normmal offices in the Americas and Europe plus a network of independent local partners. Targeted at multinational organizations running coordinated campaigns across multiple markets.

Quantifiable outcome

• Surf City campaign: 1,000%+ organic social growth, 100M+ impressions
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• CommUnity InternationalcoreStrategic or Co-development Partner · 1 January 2025Global network of independent agencies with shared vision of communication without borders and real audience connection. Normmal serves as Spain and LATAM hub, enabling collaboration with 34 agencies across 39 countries and 1,800+ professionals. The partnership enables seamless connection of international clients with local audiences and facilitates knowledge exchange and innovation.
• CIFFT (Centre International d'Films et de Television pour le Tourisme)coreStrategic or Co-development Partner · 1 January 2025Co-organizer of the Greenworking Awards with Normmal and UN Tourism support. CIFFT is an international festival recognizing best tourism promotion productions worldwide, providing the platform and framework for the sustainable production awards.
• UN Tourism (World Tourism Organization)flagshipStrategic or Co-development Partner · 1 January 2025Supporting partner of the Greenworking Awards initiative. UN Tourism's endorsement lends global credibility and alignment with international sustainable tourism priorities.
• Pilar Duran Foundation (Asociacion Pilar Duran)minorOthersNormmal provides pro-bono creative services to support the foundation's research and awareness efforts in the fight against ovarian cancer. The partnership reflects the agency's commitment to using advertising for social impact.
• Emergency Committee (Comite de Emergencia)minorOthersNormmal has been advising and collaborating with the Committee on communication for over a year. CEO Alberto Fernandez has joined the Committee's Advisory Board, providing strategic communication counsel.

Scale indicators7 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• 72andSunny: 72andSunny is an independent creative agency that has expanded internationally with a brand-building, culture-first approach. It competes for the same kind of progressive enterprise clients that Normmal targets, with comparable full-service creative and media capabilities.
• Mother: Mother is an independent creative agency known for purpose-driven, culturally resonant campaigns. Like Normmal, it competes on creative quality and brand purpose rather than network scale, serving similar global enterprise and challenger-brand clients.
• Wieden+Kennedy: Wieden+Kennedy is one of the most prominent independent creative agencies globally, serving enterprise clients with full-service creative, media, and brand strategy. It mirrors Normmal's independent-agency model and integrated offering across creative, media, and cultural work.
• StrawberryFrog: StrawberryFrog is an independent creative agency that built its brand explicitly around purpose and movement marketing. It is directly comparable to Normmal's positioning as a sustainability-certified creative agency targeting values-driven brands.

Broad incumbents

• Ogilvy: Ogilvy is a global creative and communications network within WPP, offering advertising, PR, social, and consulting services. It competes for the same multinational brand and government mandates as Normmal, but with vastly greater scale and network reach.
• AKQA: AKQA is a digital design and innovation agency within WPP, combining creative, technology, and experience design for enterprise clients. It is comparable to Normmal on integrated digital creative and media delivery, but with stronger proprietary technology capabilities.
• DDB Worldwide: DDB is a global creative network within Omnicom, offering full-service advertising, brand strategy, and media at scale across markets. It competes with Normmal for enterprise and government retainers but operates a much broader portfolio and network footprint.
• BBDO Worldwide: BBDO is a global creative network within Omnicom with deep enterprise and consumer brand experience. It overlaps with Normmal on creative campaign execution, brand strategy, and multi-market coordination for large clients.
• MullenLowe Group: MullenLowe is a global creative network with a strong presence in Europe and Latin America, offering integrated creative and media services. It is comparable to Normmal on multi-market campaign delivery, particularly in Spanish-speaking markets, but operates as part of a larger holding-company network.
• Havas Creative: Havas Creative is the creative network of Havas, offering integrated advertising, media, and communications services globally. It competes with Normmal for enterprise and tourism-board clients but delivers these capabilities as part of a much larger holding-company portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/normmal
• Instagraminstagram.com/somos.normmal

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Normmal