Ogilvy Spain CEO: Most Crypto Brands Disappear Due to Sameness, Not Weak Tech

Most crypto brands disappear because they fail to communicate meaningful differences, not because their technology is weak, said Jordi Urbea, CEO of Ogilvy Spain. According to BeInCrypto, Urbea made the comments at the Ibiza Tech Forum 2026, arguing crypto advertising has collapsed into a single template where swapping logos barely changes the message. He cited heavy competition—150 to 300 new coins launching weekly and about 10,700 active—while Bitcoin and Ethereum hold close to 75% of total market value. Urbea said imitation makes brands forgettable; BeInCrypto also cited data that more than 53% of tokens launched since 2021 have failed, with 2025 the deadliest year on record.