Wallapop Look for a new advertising agency, as you have been able to know Reason.WHY. The second -hand platform has convened a contest with the intention of finding a new creative partner and both Revolt as Mono Madrid They have refused to be part of the process.

The company thus performs a movement that is surprising taking into account, on the one hand, the trajectory of successes that supports the work done so far by the agencies and, on the other, that until now Wallapop I had not summoned competitions In our country. The agencies that until now managed the account began working for the brand at the will.

As we have learned by sources close to the process, among the creative agencies that participate in the contest are & Rosàs, Fuego walks with me and Rocky’s Russian. As we have confirmed, the contest is currently at the time of Presentation of credentialswhich will be analyzed with the brand’s address these days.

From Reason.WHY We have contacted Wallapop and transfer us that the contest will support the New strategy raised for 2025whose main objective that reuse continues to have a leading role in the consumption habits of Spanish society. “The entire Wallapop team is very grateful for the dedication and impact that the Mono Madrid and Revuelta agencies have had on the construction of the Wallapop brand in recent years, widely recognized in the industry”, They expose.

This medium has also contacted Revuelta and Mono Madrid, which a statement has sent us. They head it with the following sentence: “Thanks, Wallapop. What is done, is done. Now, we offer to build other solid brands with purpose“. These are direct allusions to the campaigns that have worked for the platform over the last years.

Wallapop’s decision, as agencies point out,saddled. Although we appreciate your invitation, we have decided not to participate”, Explain, while They want the best to Wallapop in their new stage And they are grateful and proud of work Made for the brand.

They assure that in recent years they have done a teamwork that “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” They also comment that the result has been “a creative product,
narrative and strategic that will remain in communication yearbooks, in the
Popular Memory “and what about them “They already study new generations in
Business schools as an example of brand construction and
Conscious communication”

They also thank Wallapop to have created the conditions for the “experiment”To put both agencies for strategic and creative work. “An experiment we enjoy, which we have learned a lot and that we would love to repeat”They comment.

On the other hand, from Ogilvy Madrid they transfer us that They have not been able to enter the process because they are immersed in three other competitions of great relevance for the agency. This, added to the day -to -day work volume for current customers, would have prevented them from presenting a proposal at the height of a brand like Wallapop, which has done an extraordinary job in recent years. They ensure that they have communicated it to the brand.

Change of course in Wallapop

The search for a new partner, as we report from Reason.WHY At the time, it 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 before. As noted at the beginning of this news, Wallapop has raised a new strategy for 2025.

Wallapop, who still faces profitability challenges, could be looking for communication and advertising more performance oriented than brand construction in order to boost the business in the country or enhance some of its premium services. It would be expected, therefore, a more transactional tone in communication from now on.

It can therefore be inferred that the decision of Revuelta and Mono Madrid not to participate in the advertising contest is motivated by said change of priorities and lack of alignment in the approach. The communication worked by the agencies has been marked by the strategy and the focus on the construction of the long -term brand and would collide with the Search for something more tactical.

The call of the contest takes place just a month after the departure of Rubén Navarro, until then Vice President of the Brand, and Natacha Cano, who exercised as Global Creative Manager in Wallapop. Both professionals have 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, would currently be maternity leave.

The four years of Wallapop, Revuelta and Mono

Revuelta and Mono Madrid have been responsible for the communication and advertising actions carried out by the second -hand platform between the 2021 and 2024, work for which they received gold to the construction of the brand in the Effective Awards last October. The award thus recognized the creative trip made by the company, of transactional tool to Promoting brand of conscious and responsible consumption.

Wallapop, founded in Barcelona in 2013, focused the first years of its marketing and communication strategy, led by the Drop & Vase agency, on the properties of the platform and the economic advantages it offered to users. The new course came in 2021 by the hand of the campaign “Changes”, Designed by Jesús Revuelta (Independent Creative Director then). That same year the campaign “Price and what price”designed by Mono Madrid, encouraged young people to participate in the circular economy.

The efforts of both creative agents joined in 2022 with “What is done, is done”, with which the culture of use and reuse was promoted, and it was invited not to consume more, but to consume better. In 2023 it was launched “Thank you, marks”, that affects quality, durability and Value for Money of the products and alluded to iconic brands, such as Levi’s, Miele and Lexus.

Throughout the last year he developed “What we need new,” Starring the actor and model Jon Kortajarena, and with which users were invited to question the need to acquire new products. It was also carried out “I offer me”with which Kortajarena himself offered to those publications that would like to prepare an editorial piece on conscious consumption.

All this has contributed to the fact that over the last years the strategic creativity trajectory of Wallapop has been recognized in festivals and competitions such as the National Creativity, the Sun awards, the BCMA or the Inspirational Awards.