Strategy, creativity and technology
COVID-19 has accelerated the need for a digital transformation, while giving an unprecedented boost to exponential technologies. The Deep Digital Business unit at LLYC was set up with the vocation of helping companies on their digital journey, focused on exponential technologies to transform their business model and/or find solutions to their problems quicker and with more disruption.
A TEAM OF 400 PROFESSIONALS
Adolfo is an expert in managing online reputation and, in his 20 years of professional career, he has collaborated on the design and implementation of projects both in the construction and defense sectors and on promoting the digital identity of different multinationals in Spain and Latin America.
He runs a podcast on the impact of artificial intelligence entitled “Esto es lo que AI” and takes part in international congresses. He is the co-author of the scientific article “WePS-3 Evaluation Campaign: Overview of the Online Reputation Management Task” and Co-director of the European research project “LiMoSINe: Linguistically Motivated Semantic aggregatIon engiNes” in collaboration with Universiteit Van Amsterdam, University of Glasgow, Fundació Barcelona Media, Universitat Pompeu Fabra, Universita Degli Studi Di Trento and UNED.
Adolfo is the author of the book “Comusicación, lecciones de comunicación de 18 genios de la música” [Comusicación: communication lessons from 18 musical geniuses].
Anahí holds a Bachelor’s Degree in Public Relations from Universidad Nacional de la Matanza. She worked for four years as an Account Executive at Alurralde, Jasper y Asociados with such corporate clients as Shell and Basf; and with such large mass consumption companies as ABinBev, McDonald’s and Procter & Gamble.
She joined LLYC in 2016 as a Senior Corporate Communication Consultant, and then moved on to the Consumer Engagement Department to become the departmental manager, working with such clients as Airbnb, Nestlé, Procter & Gamble and Nespresso. She was also the Coordinator of the Production Centre in Argentina and currently holds the position of Director of Deep Digital Business Operations.
She also lectured for six years at Universidad Abierta Interamericana (UAI) where she taught the subjects of Media Coaching and Seminar-Workshop on the Integration of the Degree in Public Relations.
A sociologist by profession with more than 15 years of experience in advertising, content and online marketing, Carmen has worked for international accounts in the areas of B2B, product launch, CRM actions, loyalty plans, communication and branding action, among others. Since she joined the Peru office, Carmen has been a key element in the growth of the Digital Department, consolidating her position with clients and developing new businesses in different sectors.
He currently heads up the Technology Business Unit and is the firm’s CTO at a global level. He has worked for 13 years on the design, implementation and launch of multi-device Internet platforms and services in the market, where he has developed a large part of his career working with dynamic international teams. He stands our for his management and coordination, leadership and teamwork abilities.
In 2011, Daniel joined LLYC as Account Director of the Online Communication Business Unit and in 2017 was appointed Global CTO of the firm. During his time at LLYC, he has worked with Enagas, Cepsa, Gonvarri Steel Industries, Bertelsmann, L’Oréal and Acciona, among others.
José began his professional career at the advertising agency Alazraki y Asociados in Mexico in 1990. During his time as Creative Director, he won the Gran Premio de Radio at the FIAP Festival and won the first Gold Award in Mexico’s history in an international contest at the New York Festival.
In 1993, he joined the agency FCB, where, in a few short years, he transformed it into one of the most creative agencies in Mexico and the transnational agency to receive the most awards. In 1996, he joined Gilbert DDB and the following year was invited to set up operations for Publicis in Mexico. In 1998, he became President of the “Creative Club” in Mexico and a member of the jury at Cannes, FIAP, Clío, the New York Festival and the Festival of London, among others. In 2000, he became a partner of EURO RSCG Beker, reaching the position of CEO.
During his career, he has worked with such brands as Wal-Mart, Procter & Gamble, Levi’s, Nestlé, L’Oreal, Kimberly Clark and Coca Cola, among others.
A global leader in digital marketing and communication, with more than 25 years of experience in developing digital marketing and strategic strategies.
Federico is the Co-founder of BESO by LLYC, based in Mexico City.
He has participated in the development of the communication strategy of such brands as Microsoft, Puma, HSBC, Santander, Honda, Estee Lauder, Amazon Music, Volaris, Soriana, Hoteles Camino Real, La Moderna and Lala, among others.
Before BESO and Social Piper, Federico spent two years as the Marketing Director of Amadeus for Mexico, Central America and the Caribbean and five years as the Marketing Director for Mexico and Central America of Starwood Hotels & Resorts.
He is currently the President of IAB Mexico (Interactive Advertising Bureau), a professor at ITAM Business School and has been a member of the jury in digital categories at such festivals as IAB Mixx and El Ojo de Iberoamérica.
Fernanda holds a Bachelor’s Degree in Communication from Universidad Iberoamericana de México. She has more than 20 years of experience in marketing for the tourism, services and mass consumption industries. She has headed up product design, brand architecture and intellectual leadership projects.
Before her position as Director of Planning & New Business at BESO, she worked for the marketing departments of such large companies as Estee Lauder Companies, Mexicana Airlines, Manpower Mexico and Central America, L’Oreal and Kimberly Clark.
She has worked in several different business sectors including banking, distribution, the auto industry, retail, telecommunications, transport and services.
She has over 15 years’ professional experience managing communication for brands within multinational advertising firms like Grey, Leo Burnett, Lintas and Young & Rubicam. She also set up a project to create local content: Lisbon South Bay, a blog dedicated to life on the south bank of the Tagus River.
Marlene holds a degree in Public Relations and Advertising from the Instituto Superior Novas Profissões and a Postgraduate in Marking and International Business from INDEG-ISCTE.
Founder and CEO of Apache Digital (acquired by LLYC in 2021). Between 2014 and 2016, Jesús helped more than 100 companies in the definition and implementation of their digital strategy as BDM at Google Spain.
Before that, he headed up digital projects in the media and entertainment industry for more than five years as the Digital Marketing Manager and eCommerce Manager. He is also associated with the world of training and start-ups, and worked as the Mentoring Coordinator at the Google Campus Madrid, enriching his multi-sector knowledge. He holds a Bachelor’s Degree in Advertising and Public Relations from UVa and a Master’s Degree in Marketing and Commercial Management from ESIC.
A digital executive with more than 12 years of experience in digital innovation and consultancy projects in Spain, England and Ireland. During his time at Google, he contributed to the launch of a number of companies in such sectors as large consumption, travel, media & entertainment and eCommerce. He currently heads up teams in the operations, technology and innovation departments at Apache, assisti8ng with such large accounts as Havaianas EMEIA and the Hesperia Group, to meet their business targets, and heads up the development of own technology solutions to offer differential services backed by exponential technologies.
A professor of different post-graduate Master’s Degrees in Marketing and Business Analytics at Universidad Europea de Madrid, and a collaborator on programs as a mentor on electronic start-ups at ESIC.
An engineer with more than 14 years of experience in Spain, the United Kingdom and Ireland in the world of advertising and technology.
In his most recent three-year tenure at Google and in his current position, he has worked with high-profile advertisers, helping them harness business opportunities in the digital market, working as a strategic partner in each client’s team to guarantee success and running the support and implementation team in a range of sectors (mass consumption, telco, media & entertainment, real estate, etc.).
An expert in communications, with Post-graduate Studies in Public Relations and Digital Marketing. She has 15 years of experience in the design and implementation of local and regional communication strategies, both in B2C and B2B projects, at a social and political level.
She has been a member of the Round-table on Business Intelligence and Best Practices of IAB Mexico for several years and is currently the VP of the Round-table for Agencies. She directly contributed to the Perfect Pitch project and to the standardization of Brief formats. She recently published the Industry Insights on COVID-19.
Alejandro has more than 15 years of experience in strategic and digital communication, designing online communication and marketing strategies for more than 50 brands in such sectors as technology, food, health, sport and mobility, among others. He heads up the team and the clients in the Digital Department Europe at LLYC. Before he joined the firm, he developed his professional career at such agencies as Weber Shandwick, GREY Group and apple tree communications.
He holds a Bachelor’s Degree in Journalism from IE University and a Master’s Degree in Political and Corporate Communication from Universidad de Navarra and George Washington University. He also lectures in digital communication and marketing at
Universidad Loyola, Universidad de Navarra and Instituto Europeo di Design.
Diego holds a Bachelor’s Degree in Journalism from Universidad Presbiteriana Mackenzie, and acted in the field of television for six years at the Bandeirantes de Comunicación Group.
Prior to joining LLYC, he worked in the Digital Communication Department of the State Government of Sao Paulo, and at the Secretariat for Education of the state. He has a sound track-record in the development and management of online projects, together with stakeholders. He has collaborated on digital matters for such clients as Everis, Natura, Light, Casa dos Ventos, Vinhos do Alentejo, Sonae Sierra Brasil, ABB, Scania Latin America, Eicon, Astellas and EDP, among others.
Ibo Sanz holds a Bachelor’s Degree in Business Administration from Rotterdam Business School and has a Certificate in AI Elements from Helsinki University and has a long track-record as a business developer in the telecommunications sector at major multinationals.
During his eight-year tenure at Telefónica, he promoted the group’s content proposal and took part in the process of the change of business model from voice to data. During his 11 years at Vodafone, he headed up the incorporation of technological solutions and platforms in its m-commerce services aimed at its client base.
Also noteworthy was his time at the consultancy firm Gartner, where he worked on analyzing the impact of technological disruption on the income statement of a large number of companies.
Imma Haro is an expert in marketing and brand communication, with more than 20 years’ experience in the world of advertising, marketing and digital communication.
She developed a good part of her professional career at the Havas group, the last 10 years as Managing Director of Havas Creative Barcelona, the Havas group company engaged in advertising, digital communication, social media and PR. She previously held other positions in the digital business of the Havas group in Barcelona. Prior to that, she worked as the Loyalty and Interactive Services Manager at the Spanish Federation of Direct Marketing and Electronic Commerce.
She has also been closely involved in research and teaching work at the Autonomous University of Barcelona, in the field of interactivity, new media and new consumers.