A brand is no longer just a brand. Today’s digital society demands the construction of new identities. Progressive brands: brands articulated in the form of new cultures, new languages and new ways of acting. Guided by a new vision. Because today brands are social institutions connected to higher order concepts. Nadie helps brands and their companies to develop that vision: to be somebody. Committed to progress. Advanced. Able to lead their time. Of meaning, really, in the lives of their teams, their customers, their society.
NADIE: NEW VISION FOR PROGRESSIVE BRANDS.
We are a brand strategy and innovation consultancy with a unique approach. We integrate the contributions of research, consumer sociology, management, design and creativity. We bring together business and marketing experts, researchers, sociologists and anthropologists with creators, architects, curators, designers, writers and content creators. We develop innovation processes enriched by a radical diversity, highly productive, that drive a new concept of brands: progressive brands. Brands capable of responding to the new contemporary environments of business, social and especially personal uncertainty, disfigured by technological transformation. Sensitive to their new demands, in contrast to which brands need to adopt a new framework of analysis and action.
NADIE THINKS DIFFERENTLY. TO OFFER DIFFERENT SOLUTIONS.
We have been enriching our ecosystem of people and knowledge for more than 15 years. Connecting it to new poles of development, relevance and creation. Local and global. To provide our clients with a leading vision of their context and their time. Through our own model of useful, fertile, deep, human knowledge, and absolutely focused on results: Creative Knowledge.
We grow the business, its results, its relevance, its connections, its meanings, its purpose, the depth of its focus, its value. And the people who make it happen. Through an active principle of transformation that connects, empowers and drives all dimensions of a brand, a company and its environment: the Brand Culture.
But Nadie goes beyond that: it does what it thinks. It turns the strategies it designs into tangible realities, with excellence, agility and commitment. In solid business projects. Generating value in the short term. Enriched by the innovation in omnichannel experience, product, service, identity, design, communication or cultural transformation. Aligning with top management and ownership of leading companies. In long term relationships and high trust environments, for the articulation of deep cultural transformations. Nadie is like Nobody).
CREATIVE KNOWLEDGE: KNOWLEDGE FOR IMPACT.
Our strategic model, the Creative Knowledge, generates significant advantages in the current environment of complexity and constant change. With a proven transforming impact based on the fusion of analysis and ideas, knowledge and creation. It does not replicate known categories and processes. It mobilizes new actors. Detects and considers new values and inputs. Because now that people, and especially the new generations, are disengaging from established brands, channels and institutions, understanding becomes both urgent and difficult.
Conventional strategy tools are insufficient. That is why we bring together for our clients and their teams the perspective of Consumer Sociology, the wealth of knowledge and the disruptive capacity of creative processes and actors. To generate innovative and relevant solutions that respond to their new challenges. New analyses that impose new speeds. Integrating values, emotions, attitudes, principles, habits, desires and cultures into the innovation. The new assets needed today to build deep and lasting relationships between people, brands and institutions.
Stractegy: Knowing, creating, making real.
Creative Knowledge is an activating model, generating the vision, opportunities and solutions that progressive brands need. But it is mainly directed towards acting and guiding. It speeds up the time between thinking and doing. It turns concepts into concrete projects and brand realities. It significantly transforms the organization, the business and the results. It promotes a new culture of execution: knowledge to create, to do, to grow, to go beyond the predictable.
Creative Knowledge redefines objectives and designs new possible futures for brands. Putting the tools of the innovation process at the service of business problems and challenges. And not the other way around. Because processes or analysis are useless if they do not generate vision, development opportunities, growth, value. What is the use of strategy if it does not generate action, project, results?
BRAND CULTURE. FUTURES ARE DESIGNED WITH WORDS.
We design new concepts and languages that mark how to think, how to act, how to be in order to grow. Today. Our Brand Culture generates capacities to manage the future, change and uncertainty. It anticipates new challenges and enables managers and their teams to respond to them effectively and safely.
Culture is the framework that guides the behavior of people and societies: their reasons and emotions. It shapes their lives, how they relate and how they act. At Nadie we are experts in taking advantage of all the transforming and structuring potential of contemporary culture to apply it to our projects. We design and implement brand cultures that operate as global articulators of the business and its vision. We create advanced brands, progressive brands, which are much more than images or visual identities: innovative operating systems that guide, with their deep visions, the business, the company, the experience, the product, the service. Everything.
NEW LANGUAGES THAT CHANGE EVERYTHING.
The firms and institutions whose Brand Culture we have helped to design have acquired an extraordinary capacity to define their future, grow their business and strengthen their organization. Experiencing deep improvement processes in all the environments of their ecosystem. From the inside out. Empowering their teams to lead their evolution. Innovating in new concepts, products, services and experiences, in tune with the evolution of their clients and their new contexts. New models based on more relevant, more contemporary, more productive meanings.
Because today consumers do not only buy products; they also buy cultures: ways of life, ways of being. And both they and their society demand brands backed by companies that truly live up to their commitments. That’s why the Brand Culture is no longer only internal: it is now a culture shared with the customer beyond the traditional boundaries, in all the interfaces of the business, the relationship and the identity. A superior bond.
We are Nadie: we are somebody.
We have been building successful brands for more than 16 years, with a global vision, guided by leading cultures and a new model of knowledge. Our team, with a long history in communication multinationals and brand management, adds excellence and a radically contemporary approach, which makes us at the same time effective, committed, creative and agile.
In the Nadie team, everybody is somebody. We rely on the best professionals, in a constant curation of new strategists, brand consultants and creators. Unique because of our integration of high value experts, seniority and international projection in the most relevant sectors today and in the most specialized areas, from design or research to culture, Consumer Sociology or business. We are united by the creation of more humane, better brands for your society, your clients, your workers. And for the companies that manage them. Citizen brands in a world that demands from everyone an additional commitment, an extra effort and a rigorous and total openness to creativity. This is what someone who works in Nobody is like.
If you want to be Someone in Nadie, write to us and explain your reasons.
Founder & CEO
Quico Vidal created Nadie and Nadie created him as a Brand, Strategy, Innovation and Creativity Consultant. Before that, he was the Creative Director in multinational advertising agencies around the country. And also at Camper, the shoes brand from Mallorca, in its internationalization period. And much earlier, he completed his formation as an Industrial Sociologist, specialising in the Sociology of Consumption. Meanwhile, in many many years creating and guiding the growth of national and international brands, many “in the meantimes”: Associate Creative Director of La Fábrica and Director of Notodopublifest, professor in the MIB master’s degree of ISDI, in the Master’s degree of Cultural Project Management of La Fábrica. He also develops a personal artistic work, as a photographer and sculptor (this has always been the case).
Head of projects
Marian joined Nadie 10 years ago to lead client relationships and project management as Head of Projects. She developed her profesional career as Account Director at international advertising agencies such as Lowe, TBWA or CDM for a wide range of international clients including Unilever, Johnson& Johnson, Burguer King, Absolut Vodka, Estee Lauder Group, Pfizer or Lilly. She joined Screenvision Spain (the leading cinema advertising company in the world) in 2003 and served as Marketing Director during five years.
Independent Senior Consultant.
Humberto’s past is pure future. Its history is one of constant anticipation and development of new disciplines and paths that the rest of us continue to follow today. He was part of one of the funniest business adventures of the late 90s in Spain: Teknoland. One of the companies that contributed to shaping the beginning of the Internet in our country. In 2001, he co-founded dnx, the user experience consultancy that would later become Designit, one of the world’s top 10 innovation companies. He directed it for 20 years. First from Spain and later, from NY, as Global CEO. The advances they were making were so transformative, so radically new, that they soon felt a responsibility to share them, to train new generations of innovators. To this end, he created h2i, the first Innovation School in Spain, and also strengthened its teaching activity at EOI and IE. At Nadie we currently have the enormous advantage of being able to collaborate with him as an innovation consultant on strategic transformation projects. In addition to being Consultant and Senior Advisor, he is an investor in Able&Baker and Olea Gestión and Innovation Advisor in TeamLabs. But that is only the present, Humberto is already in the following: he is currently studying the convergence between ethics, technology and design. It’s exciting to wonder where this time will take us.
Business & Design Strategist
Culture, Design, Arts, Innovation, Service… Ledo is much more than a Strategist. His odd formation, his interdisciplinary background and his endless list of concerns make him into an unclassifiable professional with an overflowing talent. If you ask him he responds that “he renders areas of opportunity, in several processes of research, with the ability to become concepts of design”, “that his work consists in designing creative strategies that impacts in the development of businesses”. But basically he is an infinitive flux of good ideas, new concepts, accurate words, thorough solutions, outstanding visions and extreme sensibility to understand and transform every market, every brand, every consumer.
Head of Art
Our Head of Art Associate Partner exemplifies and surpasses the concept of a multidisciplinary visual creator. Art director, designer, photographer, filmmaker, a perfectionist and an enthusiast of small details, he builds graphic worlds that are already part of our collective landscape. Canal Plus, PhotoEspaña, Camper, Swatch, Ávoris or Gancedo are some of the brands he has worked with since our beginnings. After studying Image in Madrid, he completed his training at the prestigious School of Visual Arts in NY. And after an extensive career as a creative in large multinational advertising agencies, he jumped to a freer and more personal career, partnering with creative projects of a wide spectrum.
Chema de Armas
Creative director. Strategic consultant. Brand creator and assistant. A boy poet but an editor these days. A human translator. A teller of stories. A deliverer of speeches. A name-giver. Born in Tenerife but adopted by Madrid. Certified in advertising. An eternal student of philosophy. A freak of pretty much everything. Curious and committed. A father of two. Married to their mother. Sure of nothing. An optimist (just in case). He didn’t study to be anyone in particular, but he’s proud to be Nadie.
There are those who carry the curriculum in their eyes. He is like that. Restless, creative, curious. In her, the deep respect for her profession and her work ethic reach the best of versions: a solvent, committed, constructive and permanently hopeful joy. Your determined optimism is a natural consequence of your talent and determination. Of that kind of firm and capable confidence that open-minded traveling spirits develop in the face of challenges: curiosity and effort always win out over uncertainty.
Our Project Manager has developed her profile as a manager of large projects in international and independent creative agencies. He has managed the International Coordination of Telefónica in Latam, has been part of the project that was launched in the USA with the Interprofessional de Aceites de Oliva of Spain and has worked in the coordination of integrated campaigns for BBVA Spain. Naturally you will not see this in their eyes, but you will see the reasons why he stood out in each of these projects.
Multipolar strategist, open-minded, straddling between the analytical and the creative, the organic and the digital, the concrete and the intangible. Eternally curious, he has many questions and only some answers.
Newcomer to Nadie from Pernod Ricard group, where he has practiced as Jr. Brand Manager of Azpilicueta and Havana Club. He has also worked in start-ups and creative environment for brands such as Cabify, Toyota, Leroy Merlin, AstraZeneca and Nespresso.
Associate Strategy Consultant
Political scientist, designer, consultant, professor of strategy and innovation, entrepreneur… Bet is a living example of the enormous power of designing products, services and strategies to promote ideas, movements, brands and businesses. In the last 15 years, he has demonstrated this in leading companies (Mapfre, La Caixa, Audi, RACC or Damm), teaching classes at leading universities (Elisava, Shifta, Kschool or the UPF Barcelona School of Management), or undertaking projects deeply positive social groups such as Detodalavida or SHE STEM (An NGO that brings STEM disciplines closer to young girls. If you’ve been to Sónar+D, you’re sure to know it: they’ve been to several editions). It is easy to understand why Bet has been since 2014 a key part of the mix of top-level multidisciplinary profiles from which our clients benefit. Because no one is like her.
Insights Expert and Architect
Juanito Jones is many things. In addition to being a professor of Cultural Anthropology, an expert in Insights, a researcher and a consultant. Among them, a trained architect, who taught him to combine the fields of art, crafts and design that, fused with contemporary culture, make up his current work, which connects multiple platforms and disciplines, through the transformation of codes. That usually come from disparate cultural referents. Juanito explores the potential that design has to promote change, intellectual growth and social development, much more than making an aesthetic statement. Committed to innovation, his strategic work generates unexpected associations through an optimistic approach to the times he has lived through. From a free spirit and the feeling that everything is better. He often describes his work as “playing around with crazy ideas in weird ways with some amazing people”, so much of his work comes from having fun. Although at a more philosophical level, this means that nothing Juanito does is finished: any good project can be redesigned and improved. That is why, above all, in his work in Nadie, Juanito has a license to imagine.
Nadie applies the full transformative power of culture to its projects. Profiles like Marta’s allow us to affirm this with total honesty. Architect by the ETSA of Madrid, she works since 1997 in the field of design applied to museography, in which she has specialized in the design and direction of exhibition projects. Throughout her professional career she has worked for public and private cultural institutions such as Patrimonio Nacional, the Community of Madrid, the Prado Museum, Fundación Telefónica, La Casa Encendida or La Casa del Lector. She co-directs the Querido Museo platform, specialized in the development of new narratives, contents and experiences around art. Her consultancy work in Nadie covers the areas of architecture, design and retail experience.
Nadie’s privileged connection with the new universe of the contemporary city, architecture and urbanism, has its very own name: Ariadna. The citizen Cantis is an Architect from the Escuela Técnica Superior de Arquitectura de Madrid. She is an author, critic and independent curator of architecture. She divides her activity between the dissemination of architecture, urban planning, research and curatorship. Her projects, exhibitions, workshops and publications generate a critical thought between architecture and contemporary culture, exploring the limits of the disciplines.
Carmen is the perfect example of the unclassifiable profile of Nadie’s consultants. Brand consultant. Advertising copywriter (in several major Spanish and international agencies). Columnist (currently at Vanity Fair). Writer of articles (she has had regular sections in S Moda, Verne, Redes para la Ciencia). Author of four children’s books, an adult’s one (“Todo es posible”, published by Planeta), comic books (Divas de diván), and so on. Basically, her ability to create, and her unique vision of our time, do not fit into any brackets, nor into many. Not even in the expression “Multidisciplinary writer”. (She also won the “Reading is Living” award for her first work: Mysterious Murder in Oz) (Oh, and she has a degree in Advertising and PR from the Complutense University of Madrid).
Collaborating with Professor Santamarina is a fascinating exercise to learn and gain leading knowledge in the sociology of consumption. A deep exploration that supports much of what lies beyond the brands we create. Doctor in Political Science and Sociology from the Complutense University of Madrid. Director of Studies at CIMOP (Communication, Image and Public Opinion). Professor of the Praxis Postgraduate Course in Consumer Sociology, Social and Market Research (UCM); of the Master’s Degree in Public Policy Evaluation (UCM) and in Theatre Creation (U. Carlos III). Guest lecturer at various universities in America and Europe. Director during six years of the magazine EL RAPTO DE EUROPA, magazine for critical thinking and cultural analysis. Directly responsible for a wide range of studies and author of innumerable articles on issues of gender, social conflicts, construction of identities, market research, ideological representations and public opinion.
Gregorio is our guide in the jungle of new forms of creation, of the contemporary art that anticipates new trends, concepts and visions. Ten years after graduating in Business Administration from the Carlos III University, he moved to NY. There he graduated with honors from the Master of Contemporary Art at Sotheby’s Institute, and worked for New Art Dealers Alliance, Simon Preston and VIP Art Fair. Upon his return to Madrid he directed the JustMAD fair for three years, after which he specialized as a curator. Since then he has worked as a curator at the Spring Break Art Show and Fresh Window in NY, Swatch Cities in Madrid and Fundación Marso in DF. Since 2018 he has been collaborating with the Max Estrella gallery as an artistic advisor.
A creative consultant, economist and expert in the international design ecosystem. Maite is the Director of the independent FELICES Agency in Barcelona, which bears her surname (“felices” means ‘happy’ in Spanish) as a declaration of intent to provide the grey corporate world with a breath of fresh air, whilst injecting character, significance and a cultural and human quality into the business initiative.
Her great global project of the last decade has been the international positioning of Spanish design through RED (Reunión de Empresas de Diseño [[Association of Design Companies]) and the Design Institute of Spain (D!oS), of which she is a co-founder. She is also responsible for main headline events both nationally and internationally. Her work with Nadie, seen in many of our large projects, brings strategic depth and a launchpad that perfectly illustrate “Nadie’s creative knowledge”. Her name around here is synonymous with a hands-on vision, in-depth analysis, disruption of the norm and solidity, far from the shadows of conventionality