Why are we taking this step? It comes down to a powerful combination: the global AI and tech muscle of Making Science Group—a global digital acceleration company driven by artificial intelligence with offices worldwide —mixed with the enduring creative legacy of Perfect Fools. Since 2025, Perfect Fools has been a proud part of this international tech and marketing collective, and expanding into Madrid marks the beginning of an exciting international journey for us. We are setting up shop with an initial team of around 30 people in Spain, positioning ourselves as the creative and strategic hub for the market.
A Strategic Hub in the Heart of Innovation
We are placing our creative process right at the center of the group’s technological and digital innovation. This physical proximity to the global headquarters allows us to seamlessly integrate world-class AI, MarTech, and advanced software solutions into every single stage of our creative work. Operating fully integrated, our teams in Stockholm and Madrid will combine local agility with the capabilities of a global powerhouse of over 800 specialists, including more than 500 engineers. To drive this cross-border vision, our Madrid office will be co-led by Víctor Álvarez and Marta Hortensia.
Our Approach: Charging Creativity with AI and Tech
The foundation of this integration is a proven approach where we bridge the gap between high-level brand strategy, award-winning creativity, AI and data-driven MarTech precision—a holistic methodology that remains incredibly rare in today's fragmented marketing landscape.
By connecting our creative teams directly with heavy engineering muscle, we can charge our processes with AI and tech, scale creative production, and use data to understand the end customer deeply. Thanks to the technological strength of Making Science, this expansion gives us significantly larger muscles to stay at the absolute forefront of AI throughout this entire creative and production process.
But let’s be completely honest: old-fashioned creativity and human intuition are still the bedrock. The fundamental rules of marketing haven’t changed just because AI entered the room. It is still human minds we need to reach, and it is mentally available brands we need to build. Technology doesn't replace the creative spark—it just gives it a much sharper megaphone.
Back on the International Stage
This expansion also marks a proud return to the global arena where Perfect Fools has historically enjoyed great success. With a track record that includes successful offices in New York and Amsterdam, and over 60 international awards from Cannes Lions, D&AD, One Show, and the Webby Awards, we are more than ready for the Spanish market.
"It feels fantastic to be an international player once again. Launching with a team of 30 people in Madrid proves the massive demand for our unique model. This expansion gives us even more muscle, which will directly benefit our clients back home in Sweden, too." — Klas Lusth, CEO and Executive Creative Director at Perfect Fools
"We will carry the Perfect Fools banner with pride. What truly inspires us is uniting our local passion with internationally recognized creativity to help our clients grow through genuine innovation." — Víctor Álvarez, Creative Director at Perfect Fools Madrid
