María Herranz, until now Head of the Advertising, Brand and Content area at Ogilvy, has been appointed Managing Director of the agency to promote the new stage. His appointment takes place after the recent communication of the departure of Jordi Urbea, who had served as CEO since July 2025.
The appointment of Herranz represents a commitment to talent and internal knowledge. In his new position he will lead the company together with Roberto Fara, Executive Creative Director, with a focus on high-impact creativity and the construction of iconic brands.
“Our goal is to be the most ambitious growth partner for our clients”
“Our objective is very clear and is to be the most ambitious growth partner for our clients.“; commented the board in the statement sent by WPP. “We will do it working hand in hand with Roberto Fara and the strong creative, strategic and client leadership that we have, promoting that creative vision that is brave, effective and capable of activating the entire current communication ecosystem that already characterizes us.“.
The objective will be to continue consolidating Ogilvy’s proposal within the new structure of WPP Creative Iberia, which brings together the group’s creative agencies under one roof. With this, the group seeks to simplify and enhance internal collaboration between its creative agencies in the region, facilitating access to shared technological, production and innovation capabilities, allowing them to operate with greater agility.
This structure has been led since the beginning of this month of July by Alex Mariño, until now Partner & CEO of The Cocktail. He has pointed out that “María Herranz’s leadership in general management, working closely with Roberto Fara from the creative area, guarantees a natural transition, fresh leadership and a renewed obsession with the innate creativity that defines Ogilvy“In addition, he ensures that the new structure “It comes to add, to give us more scale and tools so that the great creative engine of our agencies shines brighter than ever in the Spanish market.“.
As explained by WPP, Ogilvy will maintain intact its unique positioning, its culture and its autonomy, operating as the great creative banner of the group. Integration into the structure will allow the agency to rely on transversal capabilities of the rest of the group.
20 years at Ogilvy
María Herranz, with training in Advertising and Public Relations, has thirty years of experience in the advertising market. He has been part of Ogilvy since 2006 and for two decades has held positions of various responsibility. Among them, Director of Customer Services, which she served for more than thirteen years; or Head of the Advertising, Brand and Content area within Ogilvy Madrid.
The agency points out that he has been the architect of the modernization and creative transformation of Ogilvy, as well as the construction of some of the most iconic brands nationwide. Herranz has put his knowledge and experience at the service of developing strategies for Heineken, Cruzcampo, Uber Eats, Leroy Merlín and Mondelez, among others.
Before joining Ogilvy, María Herranz served as Director of Client Services at EURO RSCG (Havas), working for BBVA and Disney; and as Account Director at FCB Tapsa, developing work for Iberia, Leroy Merlín, Nivea and Nintendo. Previously, she also served as Account Director at Solero&Solero&Partners, for Puleva and Amstel.
