On My Radar: Jordi Urbea

What’s the most creative advertising idea you’ve seen recently?

One of the most unique ideas I’ve seen recently is the Vaseline Verified campaign, which won the Grand Prix in the Social & Creator category at Cannes Lions 2025. It started as a social concept and evolved into a global campaign. I believe this is the new way advertising will be done in the future; it will have a very strong social base and will require new ways of doing things in advertising in the 21st century.

What website(s) do you use most regularly?

I use ChatGPT and Gemini every single day. They have become essential in my life because they help me think, create and find solutions in ways that Google simply cannot. For me, they are indispensable formats. I also use LinkedIn as a space to share knowledge and exchange ideas. Beyond that, I’m very diverse in what I explore, ranging from economics to politics and many other areas.

What’s the most recent piece of tech that you’ve bought?

The new iPhone 17 and the latest AirPods. For me, they’re essential tools for productivity and connection, both in my personal life and in my work.

What product could you not live without?

My Moleskine notebook and my headphones.

What’s the best film you’ve seen over the last year?

I’m passionate about history, so Oppenheimer and The Six Triple Eight stand out, even if they’re not strictly from this past year.

What film do you think everyone should have seen?

Given the current context, Minority Report. It anticipated predictive models and foresaw many of the challenges we’re living today. It’s an inspiring piece for what’s coming.

What’s your preferred social media platform?

LinkedIn. The community there is focused on professional exchange, inspiration and knowledge sharing. The tone is constructive and respectful.

What’s your favourite TV show?

All the information channels, from regional to international. That’s practically the only thing I watch on television these days, because I want to stay updated and informed.

What’s your favourite podcast?

One that I’m really enjoying right now is Curiosidades de la Historia, from National Geographic. In English, it would translate as Historical Curiosities. It’s full of fascinating insights and stories that bring history to life in a very engaging way.

What have you been most inspired by recently?

Recently, I’ve been inspired by two things; discovering the great biographies of illustrious figures, which help me reflect on moments of change, and rediscovering the extraordinary global talents within my WPP group, who inspire me every day.

If you could only listen to one music artist from now on, who would it be?

Bruce Springsteen, who brings me energy, or Michael W. Smith, who transports me to a more intimate and reflective state.

If there was one thing you could change about the advertising industry, what would it be?

Our industry often looks at the world with too much of an inward focus. We need a much broader vision to fully understand the society we serve.

Who or what has most influenced your career?

Òscar Prats [Chief Executive Officer at OgilvyOne EMEA] has been a great inspiration — he pushed me to be bold and principled. If I am here today, it’s largely thanks to him. And my father, who taught me the true art of selling.

What scares you the most?

Honestly, nothing. Not even death. I live with the illusion of a child and the experience of having gone through many battles. Life is beautiful, and I embrace it without fear.

What makes you happiest?

The people around me — both personally and professionally. Those who trust in me and those with whom I can share my journey.