Hijos de Valeriano Pérez
Hijos de Valeriano Pérez advertisements illustrated by Enrique Gil Guerra under the pen name "Nike"; the archive holds 1 piece.
1931–1980s (successor to Valeriano Pérez Publicidad, founded in 1891/1915)
Hijos de Valeriano Pérez was one of the most important and longest-lived advertising agencies in Spain. The family line begins with Valeriano Pérez y Pérez, who established an advertising business in Madrid around 1891; his son Valeriano Pérez Aguirre formally set up the agency under his name in 1915. After his death in 1931, his three sons —Valeriano, Luis and Manuel Pérez Sáinz-Pardo— renamed the firm Hijos de Valeriano Pérez, a name they kept until the 1970s, when it became simply VP. In the mid-20th century the agency handled the introduction of Pepsi-Cola in Spain and won the Best Slogan Award for the 1960 season with the campaign “Están hablando de Monky” (“They're talking about Monky”) for the Cía. General de Solubles; it remained one of the major Spanish agencies until the wave of multinational acquisitions of the 1960s-70s transformed the sector.
Sources: Los hijos de Valeriano Pérez — Ferrer Roselló, Clemente (2001), Marcial Pons LibreroAgencias de publicidad en España: nacimiento (1850-1950) — EstuPubliMuseo Virtual de Arte Publicitario (MUVAP) — Centro Virtual Cervantes: El desarrollismo de los 60 y la transición
