Jaime Lobera, Partner and Chief Strategy Officer at APPLE TREE, recently contributed to MarketingDirecto.com’s special feature on independent agencies in Spain. This in-depth analysis explores why the independent agency model is gaining ground, earning trust, and building prestige among advertisers today
In a landscape defined by media hyper-fragmentation, pressure for efficiency, and the rise of artificial intelligence, the report highlights how independent agencies have positioned themselves as strategic partners. They succeed by combining professional judgment, agility, and creativity with tangible business results.
How we approach creativity at APPLE TREE
In today’s environment, saturated with data points, hyper-personalized advertising, and AI-driven transformation, truly creative work is more vital than ever.
We must differentiate between two types of creativity. Day-to-day Creativity: This covers the bulk of campaign work, requiring dozens of different executions for digital, social, and traditional media. Here, efficiency is the primary driver, and AI will be an enormous asset. The key factors are agility, speed, flexibility, and iteration—all achieved at the lowest possible cost.
Creativity with a «Capital C», this is the work that builds and strengthens brands, creating true connections with audiences. To achieve this «Capital C» creativity, we must start with a deep understanding of people: their motivations, concerns, emotions, and dreams.
While we have access to more data than ever before, this new era of creativity must remain humanistic and grounded in real human experience.
This human touch is exactly what will distinguish it from AI-generated content derived from trillions of gigabytes of information
“I believe we need to return to a Renaissance-style creativity—one guided by ‘artisanal intelligence,’ by guilds, and by true craftsmanship,” says Jaime. “It requires a finesse for finding nuances and a unique way of expressing them. The creativity of a luthier, who spends endless hours fine-tuning each instrument, each campaign, as if it were the only one in the world,” says Jaime.
The future of the sector
According to the MarketingDirecto.com special, the future of advertising will be measured by criteria and relevance rather than size alone.
As Jaime points out: «2026 will bring major consolidation, with large networks growing even bigger. This leaves a clear opportunity for smaller agents who are more closely connected to the market. While AI will continue to generate hype, the real challenge will be identifying where it adds genuine value rather than getting caught up in the superfluous or the commoditized».
