Specht explains in an interview in the publication ‘IPMark‘ that has the ability to attract top-level international talent. “We offer closeness and connectivity with Europe, a quality of life that sets us apart and a ‘pricing’ that continues to be very competitive”, he points out, since the ‘rates’ in Spain are 30% below Germany and 40-45 % lower than in the UK.”
“In this sense, he adds that in MRM and in CRAFT, two of the group’s large agencies, focused on the ‘end-to-end’ digital and ‘data’ the first, and production the second, “we started this globalization project in 2016, but the truth is that we have accelerated it enormously since the end of 2020 and currently these two agencies are serving as a global hub in their respective areas of expertise to L’Oréal, Swarovski, Nestlé, Sanofi, Mastercard, Starbucks and Reckitt Benckiser, among other clients”.
In addition, Marina Specht reports that IPG’s global Salesforce center for the whole world is located in Madrid “and we carry out large ‘marketing automation’ projects in Asia, Europe and the US from this office”. She adds that also McCann is serving global clients from Madrid, such as the IKEA cluster for central and southern Europe.
“Spain”, he insists, “is one of the most important operations of the McCann Group in Europe and our goal is to be a benchmark in creativity, innovation and end-to-end marketing services for brands with global ambition, regardless of where they are based, and whether they are start-ups or large clients”.
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