Las mejores agencias de publicidad en Madrid (2026)

Introduction

Madrid is where most of Spain’s big advertising accounts are run, and the 7 agencies below are the network offices doing the strongest work there in 2026. Each was chosen for recent campaigns, 2025 and 2026 recognition, and the depth of its client list.

The city’s network map changed a good deal over the past year. Omnicom completed its acquisition of IPG at the end of 2025 and retired the DDB, FCB and MullenLowe brands. In Spain, Omnicom Advertising now groups BBDO, McCann and TBWA under José María Rull, and DDB España was folded into TBWA in January 2026. The work held up through the change: at the 40th El Sol festival in Málaga in May 2026, Spain was the most awarded country, and LOLA Madrid took the Sol de Platino.

Every agency here has an active Madrid office in 2026. Independent creative shops such as El Ruso de Rocky appear on our separate creative agencies list. The list below is in no order of merit, since the right agency depends on the brief, the budget and how you like to work.

The best advertising agencies in Madrid

1. Ogilvy Spain

WPP · Madrid · ogilvy.es

Ogilvy Spain had one of the strongest years of any Spanish agency at El Sol 2026, finishing second among Spanish agencies. It won the Grand Prix in Branded Content for Cruzcampo’s “Un puente por la Bahía”, and a gold in Transformative Creativity for the Ministerio de Igualdad’s “Los anuncios del Ministerio”. Globally, WPP moved Grey into the Ogilvy network in 2025.

Its 2026 output covers a wide spread of categories: an Audi project built around 753 km of Spanish roads, Sanpellegrino’s “Life Is Juicier”, a marathon campaign for Vaseline, Uber work with the Barcelona footballer Pau Cubarsí, and a government campaign on screen addiction. Public sector and big consumer brands sit side by side on the roster.

2. VML The Cocktail

WPP · Madrid · vmlthecocktail.com

VML The Cocktail is WPP’s combined creative, digital and consultancy agency in Spain. It brings together the former Wunderman Thompson and VMLY&R teams with The Cocktail, the Madrid digital consultancy WPP had acquired some years earlier, and has offices in Madrid and Barcelona with more than 1,000 people. At El Sol 2026 it ranked third among Spanish agencies, with a Film gold for Federópticos and recognition for Servier’s “Pill Guardian”.

Clients named at the time of the merger include Movistar, Banco Santander, Ford, Coca-Cola, Kraft Heinz and AstraZeneca. The scale suits advertisers that want brand campaigns, ecommerce and data work from one group, and a health unit, VML Health, handles pharmaceutical briefs.

3. TBWA\España

Omnicom · Madrid · tbwa.es

TBWA\España absorbed DDB España in January 2026, after Omnicom retired the DDB brand worldwide. José María Roca de Viñals is chairman and chief creative officer, and Samanta Júdez is CEO. Between them they have led work for BBVA, Volkswagen, Movistar, Repsol, Audi, Nestlé and Telefónica, and the merged agency inherits much of that history.

The Madrid team’s recent work includes Volkswagen campaigns and McDonald’s Spain promotions made with Eme Studios. A McDonald’s piece, “McCutOut Promo”, credited to TBWA together with the Barcelona agency 14, won two golds at El Sol 2026. Former DDB clients should ask which team now runs their account.

4. LOLA Madrid

Omnicom · Madrid · LOLA Madrid

LOLA Madrid, long known as LOLA MullenLowe, was the most awarded Spanish agency at El Sol 2026. Its “Tiny Coffee Shops” campaign for De’Longhi won the Sol de Platino and the Grand Prix in Exterior, and its Axe (Lynx) work took golds in Film and Print. The agency kept the LOLA name after Omnicom retired MullenLowe and now sits among Omnicom’s creative boutiques.

De’Longhi is a long-running client, and the relationship continued into September 2026 with “Hot or Cold, Always Perfetto”. The agency was also among the Spanish winners at The One Show in 2025, and much of its best-known work is for international brands run from Madrid.

5. McCann Spain

Omnicom · Madrid · mccann.es

McCann Spain moved from IPG to Omnicom with the acquisition at the end of 2025, and McCann is one of the three advertising networks Omnicom kept in Spain alongside BBDO and TBWA. Its Madrid office handles brand and retail work for a set of long-standing advertisers.

IKEA Spain is the most visible of them, with “Teams” and “Robo” in October 2025 and “Activate Home Mode” a month later. For Iberia, the agency made “Clara and Mateo’s Flight” for Christmas 2025.

6. Contrapunto BBDO

Omnicom · Madrid · contrapunto-bbdo.es

Contrapunto BBDO is one of Spain’s oldest creative agencies, now past its 50th anniversary, and leads Grupo BBDO España. Félix del Valle has returned to BBDO to lead its creative output in Spain. Globally, Omnicom has folded FCB into BBDO.

BBDO won two golds at El Sol 2026 for Enterogermina’s “Mothercell Heist”, in Health and in Branded Content. The agency is best known in Spain for the Loterías y Apuestas del Estado Christmas lottery campaigns, a pitch it has won more than once, and its roster also includes Sanex and Nocilla.

7. Publicis Spain

Publicis Groupe · Campo de las Naciones · publicis.es

Publicis Spain is Publicis Groupe’s main creative agency in the country, based in Madrid on Avenida Partenón near IFEMA. Its work has a strong retail and FMCG bent, and its showcase includes Burger King’s “Moldy Whopper”.

Recent clients include Moeve (the former Cepsa), with the brand’s launch and “Mundo Balón”, as well as Oreo, Garnier, Renault, Carrefour, Supeco and Audible. For advertisers already working with Publicis Groupe’s media agencies, it offers a straightforward route to integrated planning.

What to look for in a Madrid advertising agency

Start with the account history since the Omnicom and IPG merger. Several Madrid teams were combined in 2026, and client lists moved with them. Ask which people and which office will run your business now, and whether any conflicts arose when competing accounts landed under one roof.

Look closely at the media relationship. Most of the agencies on this list sit inside holding groups that also own large media agencies, which can make planning simpler for national campaigns on Spanish television, outdoor and digital. If you buy media elsewhere, ask how the creative team works with an outside agency day to day.

Check awards in context. El Sol, the Club de Creativos annual and Premios Eficacia are the main Spanish measures, and Eficacia in particular rewards campaigns that moved the business. A strong showing at Cannes is useful, but effectiveness case studies with Spanish data tell you more about how an agency will handle your brief.

Finally, ask how production and approvals work. A Madrid campaign often runs through several rounds with a client’s marketing, legal and regional teams, plus a production company and post house. Agencies with one clear place for the latest cuts, scripts and feedback lose less time to version confusion, and that matters most in the final weeks before air.

How Fabric helps advertising agency teams

Fabric gives an agency one workspace for its files, client feedback and team knowledge, with AI search across all of it. The agency setup suits the way network offices work: one space per client, with briefs, scripts, treatments, decks and call notes kept together.

Advertising work produces heavy files, from rough cuts to final masters. Fabric’s cloud drive streams files on demand, so they take no local disk space and large video files open without a full download. Search works by meaning across documents, images and transcribed recordings, and results jump to the right page or timestamp. Teams producing TV spots can see how this fits a commercials workflow.

For client delivery, any file or folder can be published as a web page and protected with a password. Link analytics shows when each named recipient opened a pitch deck or review link and how long they spent with it. Clients can leave threaded comments through a shared link without creating an account. Commenters can also leave timestamped comments on video and draw on any video frame. There is more on this in why agencies stop sending Google Drive links to clients.

On Team plans, Fabric can keep a page for each client up to date from meetings, Slack and the workspace, covering decisions, deliverables and open items. That helps when accounts change hands, as many did in Madrid this year.

Password protection and link analytics are included on Pro and Team plans, and per-client pages on Team plans. See plans for teams.

Frequently asked questions

What is the best advertising agency in Madrid?

It depends on the brief. On 2026 recognition, LOLA Madrid was the most awarded Spanish agency at El Sol, with the Sol de Platino for De’Longhi, and Ogilvy Spain won a Grand Prix for Cruzcampo. VML The Cocktail ranked third among Spanish agencies.

What happened to DDB Madrid?

Omnicom retired the DDB brand after buying IPG at the end of 2025. In Spain, DDB España and TBWA\España were merged into a single agency under the TBWA name, announced in January 2026, led by José María Roca de Viñals and Samanta Júdez.

Does LOLA MullenLowe still exist?

The MullenLowe brand was retired by Omnicom, but the Madrid agency continues as LOLA, part of Omnicom’s group of creative boutiques. It won the top prize at El Sol in May 2026.

Which network agencies does Omnicom run in Spain now?

Omnicom Advertising Spain groups three networks: BBDO (including Contrapunto BBDO), McCann and TBWA. FCB has been folded into BBDO globally, and DDB into TBWA.

Where can I find independent agencies in Madrid?

This list focuses on network offices. Independent shops such as El Ruso de Rocky, Sra. Rushmore and Darwin & Verne are covered in our list of the best creative agencies in Madrid.

Related lists

Advertising agencies in other cities: New York · London · Los Angeles · Chicago · Paris

More in Madrid: Creative agencies · Marketing agencies · Branding agencies · Social media agencies · Video production

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