Ogilvy Barcelona has entered a new creative era with Tomás O’Gorman stepping into the role of Executive Creative Director (ECD). With an impressive background spanning top agencies like INGO, DAVID, and Leo Burnett, and a portfolio featuring global brands such as Coca-Cola, IKEA, Netflix, and Burger King, O’Gorman brings a sharp international perspective.
In this exclusive interview, he shares his vision for Ogilvy Barcelona, the role of technology in creativity, and why staying hungry for bold ideas is more important than ever.
An International Perspective: Finding Creativity in the Gaps
Working across multiple markets has shaped O’Gorman’s creative approach in fundamental ways. Beyond understanding global insights and keeping ideas strategic yet simple, he highlights four key lessons:
- An open mind – Listening beyond client briefs to uncover creative opportunities hidden beneath the surface.
- Hope – The belief that even the most conservative global brands can thrive on bold creativity.
- Patience – Navigating long approval processes and balancing multiple market priorities without losing sight of the creative vision.
- Staying hungry – A relentless drive to push the work further and win international projects.
At Ogilvy Barcelona, this mindset aligns with the agency’s ambition to expand beyond the local market. Already working on global campaigns for brands like San Pellegrino, the team collaborates closely with other Ogilvy offices, reinforcing its international creative ambitions.
“One of our Cannes shortlists last year was for San Pellegrino, and that recognition only strengthened our determination to play in the big leagues,” says O’Gorman.
Leading Ogilvy Barcelona’s Next Creative Evolution
Ogilvy Spain’s leadership sees O’Gorman’s arrival as a key milestone in the agency’s growth—and he feels the same way.
“I’m convinced I’m in the right place at the right time,” he says.
Two factors stand out to him as defining opportunities:
- Ogilvy Barcelona’s tech-forward mindset – A commitment to staying ahead of emerging technologies, providing not just tools but also the mindset and resources to execute truly innovative ideas.
- Ogilvy’s “Divine Discontent” creative legacy – A relentless passion for pushing the work further, never settling, and always striving for better.
“This is something I love as much as I suffer. It’s that almost masochistic drive to always make the next project better than the last.”
Building Creative Leadership with Noelia Fernández
As ECD, O’Gorman will work closely with Noelia Fernández, ensuring a strong creative direction for the agency. Their dynamic, he says, has been both a privilege and a learning experience.
“She’s a confident creative, sharp, super strategic, an incredible manager, and—most importantly—a great human being,” he shares. “We sometimes handle projects together, sometimes split responsibilities, but we always share, align, and have each other’s backs.”
As for his own role?
“Honestly, I’m still figuring that out. Hopefully, I bring something different. At the very least, a bit of irreverence, humor, inspiration to teams, and the fresh perspective of an outsider—who still occasionally needs recommendations to find the best croquetas in town.”
Lessons from a Career Spent with Global Brands
Despite working with some of the biggest brands in the world, O’Gorman doesn’t credit them with shaping his creative philosophy—it’s the people he’s worked with who have had the biggest impact.
“The early DAVID leaders (today’s GUT), my sister Juana, Peter S, Dr. V, Bjorn B, David K, Willy, Nico & Fer in Germany. And many other talented, hardworking teammates in Buenos Aires.”
Lately, he finds inspiration in an unexpected place: junior creatives.
“It’s a great reminder that freshness is as valuable as experience, and enthusiasm is contagious. I try to return the favor by sharing what I’ve learned: always do, always give your best, always push forward.”
For him, creativity isn’t about perfection—it’s about making ideas real.
“Beyond whether an idea is gold, silver, bronze, OK-ish, or a bit shitty, there are only two types—the ones that see the light and the ones that get moldy in a hard drive. Bringing ideas into the world is what keeps teams energized, makes us better, hungrier, and more determined to make the next one even stronger.”
AI, Advertising, and the Future of Creativity
The rapid evolution of technology, particularly AI, presents both the biggest challenge and opportunity for agencies today.
“Right now, we seem to have both god and the devil in one: AI. It could shrink our business, open up endless new opportunities, or do both at the same time.”
For agencies, the key to staying ahead isn’t just adaptation—it’s reinvention at speed.
“Consumers are consuming differently. You can f*ckin book an entire vacation with a single voice command. Brands will face new challenges, which means we have to come up with new solutions—not just in brand building, but in commerce, media, production, and customer relationships.”
His plan? Stay close to tech, be curious, live it, exploit it—before it exploits us.
Looking Ahead: Ogilvy Barcelona’s Creative Roadmap for 2025
O’Gorman has a clear vision for the agency’s creative evolution:
- Fully integrating technology – Not just into ideas, but also into processes, workflows, and the solutions provided to clients.
- Building a stronger international presence – Solidifying a globally-minded team, competing harder in global award shows, and expanding the agency’s creative reach.
- Fostering a bold creative culture – Encouraging teams to experiment, push boundaries, and stay hungry for bigger ideas.
Most importantly? Keeping fun at the core of the process.
“I’m seeing some wonderfully weird ideas coming out of this agency, and I love it. We laugh during reviews, we hold together through the shit-shows, we collaborate across departments, we work hard and stay humble, and we’re gaining confidence in pitches.”
For O’Gorman, this chemistry—a mix of creative ambition, tech-savviness, and cultural momentum—is what will define Ogilvy Barcelona’s future.
“And I can’t wait to see where it takes us.”
