“It’s not about what you sell, but why you exist” — Manuel Martínez on Voice, Values, and Vision
The key is empathy. Every market has its own codes, but people everywhere connect with purpose, clarity, and emotion.
Barcelona, July 30th, 2025
LOUD is a creative digital agency with more than a decade of experience helping brands grow through powerful branding, meaningful storytelling, and data-driven marketing. Based in Barcelona, LOUD’s work spans continents, delivering strategic identity building, engaging content, and performance campaigns with lasting impact. Its unique BSCP formula blends creativity and clarity to generate tangible results.
In this interview, we speak with Manuel Martínez, Founder and Managing Director of LOUD. With a career that has taken him from Zurich and New York to Germany and Spain, Manuel shares his insights on building a global agency, the bold philosophy behind LOUD’s 10-year rebrand, and why purpose, empathy, and emotional storytelling matter more than ever in today’s saturated market.
Let’s start at the beginning. Where did you grow up, and were there any early experiences or influences that shaped your passion for branding and storytelling?
I grew up in Zurich, Switzerland, where I lived until I was 12. During the late ’80s and early ’90s, there was a strong cultural influence from the United States, and I was always drawn to brands, their communication, their visual identity, their aesthetic. Switzerland also has deep design roots and a distinctive, conceptual approach to creativity. Being Spanish by origin, with a naturally expressive and free-spirited personality, I believe this blend of cultural influences and experiences shaped my passion and creative perspective.
You’ve lived and worked in cities like NYC, Germany, and now Barcelona. How have these places shaped your creative and strategic perspective?
Moving to New York in my late twenties to lead Desigual’s marketing in the US was a turning point. The pace, the cultural mix, and the way business and creativity are so tightly connected there shaped the way I understand brand building. It taught me to think big, fast, and with purpose.
Later, living in Germany as Marketing Director for Mavi and then VP of Marketing at Cybex, I gained a deep appreciation for structure, precision, and long-term thinking. Each city I lived in brought a different mindset, unique, inspiring, and complementary.
Those experiences gave me a well-rounded, global perspective where creativity is always tied to strategy.
Where do you spend most of your time, and what does a typical day entail?
I live in Barcelona, which to me is one of the most beautiful places in the world. The combination of food, culture, art, design, great weather and nature makes it incredibly inspiring, it’s no surprise it’s become one of the most visited cities globally. I try not to oversell it, but honestly, it doesn’t need much promotion.
Outside of work, I enjoy spending time with my family, especially on weekends in nature, whether that’s the beach or the mountains, both just a short drive away.
At LOUD, our days are fast-paced and full of energy. We work mainly with clients from Europe, but also from the US, Middle East, and Asia. It’s an international environment that keeps us challenged and constantly learning, which is exactly what makes it so rewarding.
After a decade leading LOUD, how has your role evolved, and what are your main focuses today?
Over the years, my role has evolved from being hands-on in every project to focusing more on guiding the agency’s strategic direction and nurturing long-term client relationships. Lately, we’ve been deeply involved in integrating AI tools into our creative processes, which has significantly enhanced both our efficiency and the quality of our output.
Clients today are more results-driven than ever, so our focus is on developing branding, storytelling, and content strategies that are not only creative, but also aligned with clear business goals. My main priority now is making sure we stay ahead, creatively, strategically, and technologically.
LOUD was born from your desire to merge strategy and creativity with purpose. How would you describe the agency’s creative culture today?
Our creative culture is collaborative, curious, and constantly evolving. We believe that great ideas are born when strategy and creativity work together and that’s still at the core of everything we do. We’re a team that loves to challenge conventions, test new tools and stay connected to what’s culturally relevant.
At the same time, we’re very grounded: we create with purpose, and always with our clients’ business objectives in mind. That balance between bold creativity and strategic clarity is what defines LOUD today.
Looking at your recent projects, is there one that you feel perfectly captures LOUD’s vision and values?
We’re working on a lot of very interesting things, many still under wraps, but very aligned with our vision and values. I feel that today we understand better than ever who we are, what we want, and what we can offer.
When LOUD turned 10 this year, our goal was to find our soul. We launched a new website, deleted all previous social media content, and posted a single video saying we were starting from zero. What we meant was: question everything, like on day one. Never be complacent. Carry no baggage.
That was our commitment after 10 years, and I believe it defines us. We stand for bravery, authenticity, disruption, nonconformity, and empathy. Launching that video was an emotional moment, it truly represented who we are, not just the clients we work with. Because we believe an agency should have a voice and identity as strong as the brands it represents.
You’ve worked with more than 150 brands in 23 countries. What’s the common thread in how you help brands build identity and relevance across cultures?
The key is empathy. Every market has its own codes, but people everywhere connect with purpose, clarity, and emotion. We help brands find what makes them truly unique and express it in ways that resonate locally without losing coherence globally. It’s not about adapting for the sake of it, but about being culturally aware and strategically sharp, so relevance is never lost in translation.
What role does emotional storytelling play in your branding process, and how do you keep it authentic in a saturated market?
Emotional storytelling is at the heart of everything we do. But for it to work, it has to be real. That’s why we always start from the brand’s truth, its values, its contradictions, its ambition. We believe in stories that move people not just emotionally, but also strategically: stories that create impact, connection, and long-term value.
During your time at Desigual, Mavi Jeans, and Cybex, you led iconic campaigns and brand pivots that drove massive growth. What key lessons from those high-impact experiences still shape the way you lead LOUD today?
Those experiences taught me many things. I learned that being brave is always rewarding, and that’s also a life lesson. I saw firsthand how bold decisions, when backed by clarity and purpose, can transform a brand.
I understood the power of differentiation and emotional connection, but also how structure, precision, and product excellence drive long-term value. All of that shaped how I lead LOUD today: with the conviction that creativity must serve a purpose, and that strategic thinking is not a limitation, but a powerful ally to creative work.
Now, I always push our team to question things, to stay uncomfortable, to keep learning. Because real impact comes when you’re not afraid to rethink everything, especially when it works.
From the Undie Party to global collabs with names like Jeremy Scott and Adriana Lima, you’ve consistently embraced bold, unconventional ideas. What do you think makes a bold idea work, and how do you know when it’s the right time to take that kind of risk?
A bold idea works when it’s not bold for the sake of being loud, but because it’s deeply aligned with the brand’s essence. It needs truth behind it. Timing matters too, intuition and cultural awareness play a big role. If an idea feels risky but inevitable, that’s usually the right moment.
When bringing a brand and an artist together, what are the essential shared values you look for to ensure authenticity?
Authenticity comes from mutual respect and shared intention. We look for alignment in values, not just aesthetics. Both the brand and the artist need to believe in the collaboration, not just use each other. If it feels like a true exchange rather than a transaction, the audience can tell.
As AI reshapes the creative landscape, what do you see as its most exciting opportunities — and biggest limitations — when it comes to branding and emotional storytelling?
AI is helping us work faster and visualize ideas in ways we couldn’t before. It’s a powerful tool for exploration. But it still lacks intuition, contradiction, and emotional depth, those very human elements that make a story memorable. That’s where creative direction is more important than ever.
What advice would you give to brands struggling to define their voice or mission beyond product features?
Stop thinking about what you sell and start thinking about why you exist. What’s the tension you want to resolve in the world? What do you stand for, beyond what you make? That’s where voice and purpose live. And once you find it, be consistent, even when it’s uncomfortable.
What kind of news, trends, or stories grab your attention these days — professionally or personally?
What grabs my attention lately is the contrast we’re living in. Some industries are booming, others are undergoing massive shifts, and honestly, no one really knows what the next few years will look like. We’re in a moment of visible tension and deep transformation, and that uncertainty is shaping everything.
In this context, I think it’s more important than ever, for leaders and for brands to be clear about who they are and what they stand for. I see a lot of reactive decisions, rushed pivots, or constant reinvention driven by chaos rather than clarity. Of course, flexibility is key, and adaptation is part of survival. But without strong foundations, values, culture, purpose it’s easy to lose your way.
That’s why I’m especially drawn to stories about resilience, long-term thinking, and brands that know how to navigate change without losing themselves in the process.
What do you do to disconnect and recharge outside of work?
Nature is my reset button. I spend weekends outdoors with my family, I’m very lucky to have a wonderful wife and two kids who help me slow down and recharge. I also run regularly, with a personal goal of 1,000 km per year. Alongside other sports, that discipline keeps me focused, clear-headed, and grounded. It reminds me that nothing meaningful comes without effort.
Can you share a fun fact or a surprising story about yourself that most people don’t know?
When I joined Desigual as an intern, there was no marketing director. Every team had their lead sitting at the head of the open space, so when I saw the marketing seat was empty, I simply sat there.
My first task was to help with product placement in TV and cinema, and I took it very seriously, I was on the phone all day, speaking loudly (I tend to speak quite loud), and switching between languages.
At some point, people just assumed I was the Marketing Director—even the owner, I believe, thought I was in charge. A few months later, they officially put me in charge of all international communications. I was incredibly lucky to land at Desigual, surrounded by a fantastic team, kind people, and a truly creative spirit. The brand had, and still has, a unique vision. I have enormous respect for what Thomas Meyer and the entire team have built. It felt like a family, and funnily enough, it also became part of my actual family: it’s where I met my wife.
Manuel’s Working Preferences:
Early Bird or Night Owl?:
Early bird
Usual breakfast:
Bread, with tomato, olive oil and jamon, unbeatable :)
Most quoted book, TV Show or movie:
Game of Thrones
Last place traveled:
I visited Tangier on a business trip to meet with a fashion brand. Morocco is booming, with a fascinating culture that feels worlds apart from Europe—despite being just a short flight away.
Favorite sneaker brand:
Nike, but Altra for running
Preferred spot in your town:
Carretera de les Aigües is a dirt trail along the hills of Barcelona, where you can run with panoramic views over the entire city.
What makes a good day at your job? :
I really enjoy working with my team, we have a great atmosphere. A good day is when we’re fully in flow: bouncing ideas, solving challenges, and developing great concepts. I love when we manage to surprise a client with a fresh perspective or when we feel proud of what we’re building. That sense of momentum and shared purpose makes it all worth it.
If you could meet anyone, dead or alive, who would it be?:
In business, I’m a big admirer of Amancio Ortega, a man who started from nothing and built Zara and the entire Inditex Group. He’s an incredibly private figure who has never sought the spotlight, yet without a doubt, he’s the most important business leader in Spain’s history.
I’m from Galicia, where Ortega founded Zara and spent most of his life, so I’ve witnessed since childhood how the group grew and expanded worldwide. A 15-minute coffee with him would be an inspiring and truly unforgettable experience.
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