Creativity that lives in the real world: Emilio Valverde’s vision in IPMARK

Serviceplan’s recognition as Independent Network of the Year at Cannes Lions 2025 provides the context, but not the core of the conversation. In the interview with IPMARK, Emilio Valverde, Executive Creative Director of Serviceplan Spain, focuses on how ideas are built to live beyond the case study, examines the social impact of projects such as Rainbow Wool, and reflects on the creative challenges posed by brands like BMW, MINI, or RTVE. A conversation about applied creativity, consistency, and relevance.

IPMARK magazine has published an in-depth interview with Emilio Valverde Sevilla, Executive Creative Director of Serviceplan Spain, which has become essential reading for understanding how creativity, processes, and culture can become true drivers of impact for brands.

Throughout the conversation, Emilio shares a clear and honest perspective on the role creativity plays today: a kind of creativity that does not stop at the idea itself, but is conceived from the outset to exist in the real world, connecting strategy, execution, and experience from the very beginning. A way of working that avoids silos and firmly embraces real collaboration between disciplines.

Culture, integration, and collaboration as pillars

One of the central themes of the interview is Serviceplan’s creative culture. A culture built on the integration of talent, cross-disciplinary collaboration, and processes that foster strong connections between strategy, creativity, media, and technology. This approach not only defines the way the company works, but also shapes the type of ideas it generates: ideas that are stronger, more relevant, and with a greater capacity for impact.

This philosophy has been key to Serviceplan Group being recognized as Independent Network of the Year at Cannes Lions 2025, a historic milestone that validates a way of understanding creativity rooted in consistency, ambition, and teamwork.

Ideas designed to create impact

In the interview, Emilio highlights the importance of developing ideas that are conceived to be activated from the start—ideas capable of living beyond a single campaign and adapting to different contexts, channels, and formats. Processes that connect insight, idea, and execution, enabling brands to build relevance in a consistent way.

This ambition to elevate creative impact is supported by an integrated vision of marketing and communication, where each discipline contributes value from its own expertise, always in service of a shared idea.

A recognition that highlights a way of working

The recognition at Cannes Lions is not a final destination, but the natural result of a way of working based on integration, collaboration, and creative excellence. A way of doing things that places people and ideas at the center, and understands creativity as a real tool for generating impact in both business and culture.

Emilio Valverde’s interview in IPMARK is an invitation to reflect on how to build relevant ideas today, and on how an organization’s culture can make a decisive difference in creative outcomes.