The new division was created following the recent appointment of Esther Lobo as director of the Madrid office, which employs 30 people. It will train business executives and politicians in public speaking to prepare them for a general audience, the press or crisis situations, Lobo explained.
Peidró, who previously led the Spanish McDonald's account for WS, will manage the division with assistance from the agency's directors. He reports to WS Spain's chief executive Miguel Lopez Quesada, and will liaise with Rosa Coto, general manager of the 20-strong Barcelona office.
Lobo, appointed last month, will combine the management of the Madrid office with that of the agency's technology division as she has done since 2001. Jaime de la Serna and Mila Redondo, who head the corporate finance/social responsibility and consumer divisions report directly to Lobo.