Llorente & Cuenca shortens name to LLYC

With a new handle, the Madrid-headquartered firm prepares for a future of disruption.

NEW YORK: Llorente & Cuenca has shortened its name to LLYC and rolled out a new slogan "Anticipate: Embrace Disruption."

Mike Fernandez, the company’s recently appointed U.S. CEO, said the Spain-headquartered firm wanted to simplify a name that could be complicated for non-Spanish speaking clients and prospective clients.

"A lot of our work in the U.S. is about helping large companies and organizations do business in Latin America, but what we want to do is be better prepared in the future to help serve the interests of a broader set of clients," Fernandez said. "We also help companies from Latin America, Spain, and Portugal navigate issues in the U.S."

Taking away the ampersand helped modernize the name, because ampersands also can’t be used in URLs, Fernandez said. Additionally, the firm had to say "y" in some markets and "and" in others.

"The firm has a tendency to look like a Spanish-speaking firm in U.S. with Hispanic surnames, yet in every market we operate in, we do much more than that," Fernandez said. "Our practice areas are broad and we’re the leading PR firm in a number of markets, particularly in Latin America and Spain. We want to be viewed as a full-service firm across the board and not shunted aside as a niche player."

LLYC changed up its slogan because it wanted to show how it was moving the needle "beyond simply engaging or moving an audience," Fernandez said.

"Our clients are expecting us to help them navigate some very difficult waters, where we not only think about how we communicate something, but how we can help them anticipate their next move," he explained.

As part of its repositioning, LLYC is rolling Impossible Tellers, which it acquired in 2015, and Arenalia, which it acquired in 2018, into a creative studio, Fernandez explained. Both brands will cease to exist.

The creative studio has services in graphic design, production, and audiovisual consultancy services, a statement said. Arenalia’s team, led by partner and MD Óscar Iniesta, will provide lifestyle PR services.

Jose Antonio Llorente, founding partner and chairman of LLYC, said in a statement that the creative studio "will enhance our consumer engagement offering and the competitiveness of our office in Barcelona."

For more than six months, LLYC has undergone significant changes, restructuring its global leadership and splitting up its Latin American operations into three regions: north, Andean, and south. Fernandez became the firm’s U.S. CEO several months after he departed Burson-Marsteller during its merger with Cohn & Wolfe.

When he was initially hired, Fernandez hinted at some areas where LLYC could expand, including public affairs. Fernandez said the firm was selected for some work for the UN General Assembly.

Technology could also be a growth area, Fernandez added. LLYC helped Chinese phone company Xiaomi launch in Mexico and Latin America. The firm has had a longstanding relationship with Microsoft in Latin America.

Llorente cut a partnership deal last year with U.S.-based public affairs firm Lincoln Strategy Group. LLYC posted 10% revenue growth in 2017 to $41 million.

Editor's note: This story was amended on April 2 to clarify Xiaomi's launch location and LLYC's relationship with Microsoft in Latin America.

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