Founded in 2015, Appetite Creative is a leading creative technology studio specializing in connected packaging, web and mobile app development, blockchain solutions, UX/UI design, and consulting services. The company excels in transforming traditional packaging into interactive digital platforms by integrating technologies such as QR codes, NFC, and augmented reality, creating immersive consumer experiences. This innovative approach has attracted a prestigious clientele, including industry leaders like Tetra Pak, Coca-Cola, Bacardi, and Pepsi, underscoring Appetite Creative’s capacity to deliver cutting-edge solutions across diverse sectors.
Appetite Creative operates internationally, with offices in London, Dubai, and Madrid. Each location serves a distinct regional focus: London acts as a central European hub, Dubai caters to clients in the Middle East and North Africa (MENA) region, and Madrid strengthens their footprint in Southern Europe. This global network enables the company to offer localized creative strategies with global scalability, making them a preferred partner for multinational brands seeking innovative marketing solutions tailored to specific markets.
Global Expertise and Industry Focus
Operating across EMEA, the Americas, and MENA regions, Appetite Creative has demonstrated a robust ability to cater to diverse markets. The company’s thought leadership is exemplified by its organization of the annual Global Connected Packaging Summit, which convenes industry experts to explore transformative potential in packaging. Additionally, Appetite Creative conducts comprehensive industry surveys, contributing significantly to the field’s knowledge base. In 2024, Managing Director Jenny Stanley authored “Connected Packaging: The Game-Changing Marketing Tool,” further solidifying the company’s position as an industry pioneer.
Notable Projects and Innovations
Appetite Creative’s portfolio showcases a range of successful projects that highlight their expertise in connected packaging:
– Tetra Pak Collaboration: Partnering with Tetra Pak, Appetite Creative developed an interactive smart packaging experience for a European fruit juice producer. The redesigned packaging featured a summer drinks theme, engaging consumers through interactive content accessible via QR codes. This initiative not only enhanced consumer engagement but also provided valuable data insights for the brand.
– PepsiCo Graduate Recruitment Campaign: Appetite Creative collaborated with PepsiCo to innovate their graduate recruitment process using connected packaging. The campaign involved creating interactive experiences that educated candidates about PepsiCo’s diverse product portfolio, thereby attracting top talent through engaging digital interactions.
Strategic Expansion into Madrid
In alignment with its growth strategy, Appetite Creative expanded into Madrid, Spain, establishing an office to strengthen its European presence. Several factors influenced this strategic decision:
– Access to Multilingual Talent: Madrid’s diverse and skilled workforce offered a rich talent pool essential for delivering innovative digital solutions to a global clientele. The region’s active population exceeds 3.6 million people, with over 260,000 professionals dedicated to the technology sector, representing 32% of the total in Spain.
– Cost-Effective Operations: Compared to other European capitals, Madrid provided a favorable economic environment, balancing operational costs with access to top-tier resources. The salary cost in Spain is €24.6/hour, which is 20% lower than the EU average of €31.8.
– Business-Friendly Ecosystem: The supportive infrastructure and initiatives by local institutions, such as Invest in Madrid, facilitated a smooth entry and operational setup for foreign businesses. Madrid stands out on the European stage thanks to its privileged geostrategic location and world-class infrastructure, making it an attractive hub for international companies.
Madrid’s Position as a Tech and Creative Hub
Madrid has emerged as a significant player in Europe’s tech and creative industries. The city is home to a thriving ecosystem of startups and established companies, particularly in sectors like fintech, health tech, and creative industries. With over 1,300 software companies and a robust infrastructure, Madrid offers a conducive environment for innovation and business growth.
Adapting to the Spanish Market
Entering the Spanish market presented challenges typical of international expansion, including navigating local business customs, regulatory landscapes, and consumer preferences. Appetite Creative addressed these challenges by:
– Cultural Integration: Investing in understanding Spanish cultural nuances to tailor marketing strategies effectively.
– Regulatory Compliance: Engaging local legal expertise to ensure adherence to Spain’s business regulations.
– Building Local Partnerships: Collaborating with Spanish businesses and industry associations to establish a strong market presence.
Impact of the Madrid Office
The establishment of the Madrid office significantly enhanced Appetite Creative’s operations:
– Enhanced Client Relations: Proximity to European clients allowed for more personalized service and strengthened relationships.
– Operational Efficiency: The strategic location facilitated better coordination across European projects, improving delivery timelines and service quality.
– Market Penetration: A physical presence in Madrid increased brand visibility and credibility within the European market.
Future Aspirations
Looking forward, Appetite Creative aims to:
– Innovate Continuously: Explore emerging technologies like AI-driven creative solutions and Web3 experiences to stay at the forefront of digital marketing.
– Expand European Footprint: Leverage the Madrid office as a hub for further expansion into other European markets.
– Foster Industry Leadership: Continue contributing to industry knowledge through events, publications, and thought leadership initiatives.