The firm has promoted Joan Ramon Vilamitjana to head Barcelona and brought in Jorge Piedro to manage Madrid, H&K's Spanish headquarters.
Piedro replaces Miguel Aballe, who left the firm to pursue other interests. He comes from PR shop CGI Agora, which recently merged with Cohn & Wolfe in Spain.
'The idea behind these appointments is to strengthen our leadership and reinforce H&K so that we can become one of the market's top three agencies by 2009' from a spot in the first ten currently, Vilamitjana said.
Prior to the appointment, Vilamitjana led H&K's corporate comms division. He will remain in that role until the firm finds a replacement.
Piedro and Vilamitjana report to H&K vicepresident Eloisa Alonso. Alonso was Barcelona's office director until H&K made her vicepresident last September in a newly created post to strengthen the company's management operations.
Vilamitjana said he will lead a 16-strong team in Barcelona while Piedro will oversee nine people working in Madrid.
H&K is working hard to win new clients in corporate, healthcare and technology comms.
Currently, the firm's top clients include toy company Mattel, American Express and Spanish pet-food major Affinity Petcare.