Hola Madrid – WPP opens huge campus in Spanish capital


London-based global advertising giant, WPP, has opened a major campus in the Spanish capital, Madrid.

Mark Read, CEO of WPP, today officially opened La Matriz, the company’s new campus in Spain, at an event attended by more than 100 business leaders, the acting Spokeswoman for the Government of Spain and Minister of Education, Isabel Celaá, and the Secretary of State for Press, Miguel Ángel Oliver.

Also in attendance were representatives from the regional and local governments.

As its largest European campus to date, La Matriz demonstrates WPP’s continued investment and commitment to the Spanish market – one of the firm’s top 10 markets globally – the country’s marketing and communications industry, and its creative talent.

Unique co-creation

Located in Madrid, it is a unique co-creation space offering all communications disciplines under one roof and providing the innovation, strategy, technology and creativity required by modern marketers.

The fully refurbished campus is located in the iconic former Telefónica headquarters on Calle de Ríos Rosas in the Chamberí neighbourhood of central Madrid.

Housed over six floors and over 35,000 square metres, the campus will be home to 2,500 people across WPP’s agencies in Madrid, operating as an integrated, connected and collaborative workspace.

The new co-location will act as a creative hub for the city, providing social and event space for both the wider industry and WPP’s people.

Designed by WPP division

The project was delivered by BDG architecture + design, a WPP company, in collaboration with local architects b720 Fermín Vázquez Arquitectos and WPP’s Superunion who designed La Matriz’s brand and identity.

“Building a WPP campus in the heart of Madrid offers something unique: it allows us to be closer to our clients and provides a creative hub for both the city and our people”, Mark Read, CEO of WPP, said.

“La Matriz has been specifically designed to inspire greater creativity, encourage closer collaboration and attract the very best talent in our industry.

“This significant investment is a sign of our commitment to Spain, to serving the Spanish business community and to providing our people with the best working environment.”

New study reveals four areas for sustainable business growth

As part of the launch, the WPP-backed Institute for Real Growth (IRG) also presented the results of its study “The Architecture for Real Growth”, that addresses the key areas to sustainable growth for companies.

According to WPP, these are:

  • Growth overperformers expand the definition of the market they compete in and offer ever-evolving experiences to their consumers.
  • Overperformers embrace a “whole-brained” approach; unlocking the power of data with insights and combining technology with creativity.
  • Organisations that are more open and better connected both internally and externally outperform their competitors.
  • Organisations that set “humanised-growth” objectives – in terms of value to their customers, their colleagues and their communities – can expect to drive more sustained business growth results.