A new creative agency in an increasingly atomised market. Jorge Moscat, Jorge Candeal and Cristiano Cavalieri – all of them from Ms Rushmore – have created Elvis.
This is a movement to which the sector has become accustomed in Spain in recent years. Senior talent leaving a large multinational – in this case, WPP – and founding their own agency. This has been done in recent years by renowned professionals such as Mónica Moro, Félix Vicente, Máximo Lorenzo, Roberto Lara, Leandro Raposo, Jesús Revuelta and Pablo Muñoz, among others.
As in the rest of the cases, Moscat, Candeal and Cavalieri are professionals who have been in the advertising sector for many years, practically three decades each. The three have known each other since their professional beginnings, when they coincided at BBDO and then their careers diverged. They met again at Sra. Rushmore, where they have remained for the last few years. In particular, Moscat became the managing director of the WPP agency where he worked for nearly 20 years, while Candeal and Cavieri had creative responsibilities for several years at Sra Rushmore.
The three ended their time at the Gran Via agency in the middle of last year and from the first moment they knew they were going to set up something together. After extensive stints in multinational agencies, they realised that there is a gap in the market for smaller agencies, which target advertisers who are keen to communicate, but don’t have the budgets to pay the fees of the big holding companies, which have large structures.
“We wanted to do something lighter and simpler in the advertising world,” says Jorge Moscat in statements to this newspaper. He acknowledges that with this step “we haven’t invented anything” in the world of advertising, “it seems that you always have to invent something to be different”, but “in our case the difference is made by professionalism, enthusiasm, desire and care for everything we do”. In fact, they chose the name Elvis, among other factors, because he is a classic musician, as they consider themselves in the advertising world.
The three veteran advertising professionals want to fill a gap in the market left by the big agencies.
By way of an anecdote, Moscat tells this newspaper that a client recently told him that his agency is “very much in the style of Pingüino Torreblanca”. We probably have a bit of that,” says the executive, “a bit of fun, a bit of desire to do things”.
Under this positioning, they target advertisers “with smaller budgets and a lot of ambition”, but also “big clients who need smaller projects”, Moscat specifies. They claim to tackle these jobs in a “more agile” and “equally or more creative” way than the big agencies, and, above all, they are characterised by being “very flexible”.
Three projects completed
So far, they have already completed three projects for brands such as the financial platform seQura, Tappers Lifestyle and the Cueva de Nerja Foundation. They are currently working on other projects that will be announced in the coming weeks.
Consistent with their backgrounds, Jorge Moscat will be dedicated to account management, while Jorge Candeal and Cristiano Cavalieri will take care of the creative side. “We are the perfect tandem, the account managers are nothing without the great creatives and vice versa,” adds Moscat.