L&C promotes Panama director Garcia to partner

Madrid: Spanish firmJ.A. Llorente & O. Cuenca has promoted Luisa Garcia, who heads the agency’s Panama and Central American business, to partner.

Garcia, 31, will join founding owners Jose Antonio Llorente and Olga Cuenca, as well as Alejandro Romero, who leads the firm’s Latin American operation, L&C said in a statement.

The appointment stems from Garcia’s increasing importance in the firm, L&C said, adding that she has helped lead the company’s growth in Spain and Central America.
Garcia, who joined L&C in 1999, quickly rose through the ranks and launched the Panama office in 2002. Since then, she has managed Latin American briefs for clients for large mobile phone player Telefonica Moviles, Glaxo Smith Kline and industrial group Bavaria.
The appointment of Garcia, who will share profits in the firm, reflects the increasing importance of  Latin America. L&C named Romero partner last year and continues to expand its business in the region, spurred by expansion initiatives of Spanish corporations.
Garcia is working to win new business accounts across Central America, particularly Costa Rica and Guatemala, to expand its existing regional-services portfolio, which she oversees from the firm’s 20-strong office in Panama City, an L&C spokesman

In Panama, L&C competes with local PR shop Stratego and Rua Porter Novelli.

In Latin America, L&C has offices in Caracas, Brasilia, Sao Paulo, Montevideo, La Paz, Bogota, Buenos Aires, Lima, Quito and Rio de Janeiro.

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