Alejandro Masferrer, the founder of The Pop Up Agency, one of the world’s most well-known agency of digital concepts, decided late last year that one stage of his life was over, and he wanted to move on. While taking some time off, after the fast-paced “pop-upping”, and enjoying Christmas time with his family in his hometown Seville (Spain), he received an entirely unexpected offer.
Sven Luka, the creative director of Imagine, who had met Alejandro years ago at the Cannes Lions, decided that it was the right moment to grab the bull by the horns (moreover, it is Alejandro’s home region of Andalusia that bullfighting originates from), and invite the Spaniard to Estonia.
Alejandro took the period of reflection and discussed his possible moving with his friends. There were people who shot avalanches of question marks in his direction and questioned his sanity, but other friends again cheered at the wonderful opportunity and could not wait to hear his first impressions from Estonia.
Luckily for Imagine, Alejandro made a decision that was positive for us and for the last week, he is employed in Imagine full-time as a coach of strategic and creative processes. Essentially, Alejandro monitors the creative teamwork of Imagine, analyzes it, indicates new trends, and teaches techniques to achieve the world’s top level in the strategic and creative process.
Alejandro Masferrer, who initially came to Tallinn for a five-month period, has during his career collaborated with such global brands as Facebook, Saint Laurent, Adidas, and many others. “I really hope that I can be a great help to Imagine with my vision and to help them achieve their goals. It is not excluded that at the end of the Estonian period, I will continue with similar projects around the world,” he commented upon his arrival in Tallinn.
Hiring a person on Alejandro’s level was not unexpected for the team of Imagine, as the company’s owners, Margo, Helen and Sven have long been saying that Imagine wants to make several steps closer to the world’s top advertising professionals. This is a step that may be the most important in a long journey.
“When we started at the end of 2014 and in early 2015 to develop our own strategic and creative level, we could cope on our own. At some point, we felt that we needed someone who would be much stronger than us and who could lead us forward with half of a year further than we would be able to bring ourselves to that level, maybe with three or four years. That’s why we decided to include the world’s top creative strategist, who will bring to our team the knowledge and techniques that will help us to get closer to our goal much faster” commented the founder and creative director of Imagine Margo Kütt. “Alejandro has undergone all this in one of the world’s most intriguing agencies, The Pop Up Agency and acquired all that we need today working together with the top marketing specialists. With the goal always in our minds: “to develop further and to get closer to the top professionals in order to offer the best solutions to the problems of our customers.”
Always cheerful Alejandro has, within barely a week and a half, perfectly integrated into Estonia. On the first day of his arrival, the passionate football fan (Vamos, FC Sevilla!) found himself a club, where to play and to keep away homesickness. He has already tried blood sausage and has understood that for Estonians, opening up takes maybe a little bit more time. At the same time, Alejandro believes that as individuals, we are very friendly and caring.
For Imagine and for you lay ahead pleasant times full of exciting challenges!