The agency reinforces its commitment to co-working and techno-creativity.
A stone’s throw away from the Plaza Mayor, Poko’s Madrid headquarters is housed in Utopicus. This multidisciplinary workspace keyed to creative transformation where professionals – including stage designers, architects, window-dressers, photographers, journalists and programmers –share over 300sqm.
"As we strongly believe in the co- concept, a co-working space was the perfect choice," said Joan Alvares, director-partner of Poko. "Working in a ’bunker,’ deprives you of the possibility of enriching your ideas, at a moment when advertising demands techno-creativity: this involves facilitating contact between our creative staff and specialists in fields as different as app development, robotics or augmented reality." Sharing an idea is the quickest way to discover its full potential. Fear of your competitors? "We prefer to see it as co-opetition: it is possible to compete through collaboration."
Poko has opted to minimize traditional agency structures, the space functioning as an idea-centric studio, where everything is at the service of ideas. "We only distinguish between thinkers and makers; to us everything else seems irrelevant. It’s old fashioned to separate juniors and seniors, when digital natives have just as much to teach as their superiors. Or to separate the online and offline spheres, when efficient ideas don’t want or need frontiers."
Poko Madrid is run by Giancarlo Gomero. An anthropologist with a master in semiotics, as well as an expert in branding, he has worked as an editor in Latin America and Spain. As an entrepreneur, he created Drama Centro de Arte Contemporaneo and Baruva in Lima.
Poko opens in Madrid
