Global Production and Service Company PRIMO Joins JW Collective

PRIMO, one of the most renowned creative production companies in the industry, has announced its strategic partnership with JW Collective, led by Jane White. This collaboration marks a key milestone in PRIMO’s expansion into the UK and across Europe, enhancing opportunities for its directors and solidifying its presence in the market.
Founded in 2008 by awarded directors Nico Perez Veiga and Martin Kalina, PRIMO has earned its place amongst the most recognised production companies in Spain and South America.

Today they have offices in Barcelona, Madrid, Argentina, Brazil, Chile, Colombia, Mexico and the USA, working with brands including Apple, Armani, Google, Levi’s, Nike, Pepsi and Renault.

With this partnership, PRIMO reaffirms its commitment to talent and creativity, expanding its reach and strengthening its position in the competitive European market. PRIMO and JWC will work closely together to provide directors with a platform for growth and international exposure, ensuring that future campaigns and productions continue to make a significant impact on the industry.

Alongside PRIMO’s global production service operations, JW Collective will be championing nineteen of their directors in the UK: Alvaro Stocker, Anderson Wright, Bandidos, Brenno Castro, Copiloto, David Findlay, El Cielo, Joana Colomar, Jonathan Gurvit, Juan Poclava, Julien Soulier, Luis Aguer, Mario Clement, Mireia Pujol, Nico Kasakoff, Omotesando, Salsa, Santi Dulce and Wacho.

Jane White, founder, JW Collective, “We are super excited that PRIMO, one of the strongest Europe + Latin American production companies today, is joining JWC as a production partner and we’re really looking forward to introducing their talented directors, service hubs and exciting locations to our clients. Our partnership strengthens JWC’s capabilities for our clients wider than I could dream.”

Laia Vidal, joint managing director of PRIMO said, “After years of collaboration with Jane, I am absolutely delighted to finally join forces with her and her team to further strengthen our relationships with agencies across Europe. Over the years, I have independently built relationships with agencies in London, but joining forces, after years of professional partnership, allows us to expand our reach even further and reinforce our connections. In the past, Jane and her team have brought us great successes and exceptional partnerships, and we look forward to taking this synergy even further in 2025.”

“We are excited to collaborate with JWC in 2025 and become part of their successful network. This partnership will allow us to launch our directors and locations into the UK market with even greater reach. Having worked in London for the past 12 years has given me the expertise to manage any type of production across all our offices,” added Cora Rodriguez, joint managing director of PRIMO.