The agency & Rosàs will be in charge of advertising Wallapop This 2025 after being the winner of the contest called by the brand last February. As reported Reason.WHY A few months ago, this has been the first advertising contest convened by Wallapop, since Revuelta and Mono Madrid – agencies that until now managed the creative account – began working for the brand at the will.
& Rosàs, Fuego walks with me and Rocky’s Russian They were among the agencies that have participated in the process; While both Revuelta and Mono Madrid refused to be part of it after more than four years working for the company. From Ogilvy Madrid They also refused to participate in the contest because they were immersed in other work processes.
“Your experience will be fundamental to take our brand one step further”
As the brand explains in a statement, & Rosàs has been chosen to lead its new creative campaign in 2025with the main objective that the sale of reused products continues to have a leading role in the consumption habits of Spanish society. Wallapop thus begins a new stage accompanied by & Rosàs, “whose experience will be fundamental to take our brand one step further,” Comment Edurne de OteizaDirector of Management and Innovation and with the functions of Interim Marketing Director at Wallapop, since Olivia Calafat – marketing director since 2021 – is currently maternity leave.
From Reason.WHY We have contacted the agency & Rosàs and its Managing Director, Daniele Cicinihas declared that they faced this contest “With great desire and, at the same time, a lot of respect because the relief is taken to a job very well done by Mono and Jesús Revuelta. And that always imposes”. In this sense, Cicini refers to the fact of starting working with A brand that is already built: “It is not necessary to renew it or give it a push, which is always easier”. But Wallapop was aimed at refining his course and hence the call for this contest: “We hope that the new course will work and help the brand to have a more focused approach to transaction and commercial aspect, not so much on the purpose or brand construction, which is already nickel -colored with the work done so far”Daniele Cicini tells us in conversation with Reason.WHY.
Thus, the search for a new partner by Wallapop responds to Change of priorities in which the company is currently immersed, and that is bringing with it the reformulation of some strategic pillars that had been working so far. Wallapop seeks communication and advertising more performance -oriented that to the construction of brand, in order to boost the business and enhance its services. Therefore, a more transactional tone in communication from now on can be expected. Daniele Cicini recognizes in this regard that there is a bit of vertigo in the agency in the face of the comments that may arrive “Because we start from a very top point”.
With this movement, Wallapop has trusted its advertising strategy to One of the most outstanding agencies in the sector. “The incorporation of & Rosàs as a creative agency for 2025 symbolizes a new chapter in the consolidation of the brand, which continues to bet on creativity and authenticity as key pillars in its communication”is indicated in the brand statement.
It should be remembered & Rosàs has positioned itself among the agencies with the best performance in the National Creativity Awards this year by achieving 16 awards, which makes it the third creative agency regarding the conjugation of value amount of metals obtained. He also stood out for his portfolio of awarded clients, with four different advertisers recognized in the contest.
“We assume with great enthusiasm and commitment the challenge of building a new voice for Wallapop. It is a privilege to work with such a consolidated, dear brand and with such a recognized advertising career. Therefore, from the agency we address it with all the energy and responsibility of the world,” affirms Isahac OliverCCO de & Rosàs, in the statement issued.
A stimulating game sand
As they comment from Wallapop, The agencies participating in the contest “They have demonstrated a very high level”although the proposal of & Rosàs has stood out for its “Richness and long -distance potential”which responds to the current needs of the brand. “We are convinced that your experience in designing campaigns of high creative value and authenticity will contribute to strengthening our communication and to continue inspiring our community to give objects a second life”adds Edurne de Oteiza, director of Management and Innovation and with the functions of Interim Marketing Director at Wallapop.
“It is always a pleasure to fight other agencies that we respect as fire and the Russian”
For his part, Daniele Cicini, Managing Director of & Rosàs, commented on statements to Reason.WHY That the contest has been very correct in terms of the steps in a row, the management of feedback and clarity regarding the participating agencies. “For us it is always a pleasure to fight with other agencies that we respect as fire and the Russian. It is a game sand that stimulates us all to try to do better and raise the level of the proposals that are made at the creative level.”
Before the call of the contest, from Revolt and Mono Madrid They launched a statement in which they indicated that the company’s decision was sad. However, they were proud of the work done, they assured “He has contributed to the perception of the second hand in Spain, raising the value of reuse and leading the brand to be admired by much of the profession”
The call of the contest took place a month after the departure of Rubén Navarro, until then brand vice president, and Natacha Cano, who exercised as Global Creative Manager in Wallapop. Both professionals collaborated closely with Revuelta and Mono Madrid in the construction of the brand and the development of the advertising strategy. Olivia Calafat, who occupies the position of Marketing Director since 2021, is currently maternity leave.
