Simplify's take
What believers are saying
- Borja Carril became Managing Director on October 6, 2026, signaling internal continuity.
- Sandra Bold joined as international CCO on June 17, 2026, strengthening creative leadership.
- Recent work for Wallapop, HSBC, and Banco Azteca shows active client momentum.
What critics are saying
- WPP restructuring can subsume The Cocktail’s identity and autonomy by 2027.
- Consultancies and agencies like VML Spain compete directly for martech and data budgets.
- AI commoditizes its design and analytics services, squeezing margins and headcount growth.
What makes The Cocktail unique
- VML THE COCKTAIL blends consulting, data, and creative execution across 800 professionals.
- It won Spain’s first Innovation Lion at Cannes in 2025 for PainVisible.
- Its 2026 leadership links Madrid, Barcelona, and WPP’s global network.
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