Initially just using Lenci's existing five staff, Ketchum Lenci Public Affairs will focus on representing corporate clients in Madrid's central government and at regional assemblies, targeting domestic firms as well as multinationals with operations in Spain.
Ketchum has not previously had its own lobbying capability in Spain.
Lenci founder José Ramon Caso - a former Spanish MP - and Tony Noel, director of Ketchum Madrid, are joint
Lenci's clients include Vodafone and Microsoft, while it has handled public affairs work for one of Ketchum's accounts, Diageo.
Caso told PRWeek: ‘This type of work is very specialised. You don't need a large number of people.' He set up Lenci in 1995 following a seven-year stint in government.