en

TikTok has revolutionized media consumption and entertainment. With more than one billion users worldwide – 90% of them accessing it daily – it has become an ideal place for companies to connect with their audiences through content. However, despite this great potential, not many companies are currently succeeding on this platform. Why? What should they do if they want to succeed? LLYC gives some keys in the report ‘TikTok: A New Brand Opportunity‘, prepared by the Deep Digital team.

“To succeed in TikTok you have to understand the codes of this platform well, understand that we have evolved from user-generated content to entertainment that gestated a community and for this a company has to be able to put on the suit of creator and participate. How? By providing authenticity, value and an original personality of its own,” says Carmen Gardier, Senior Director of Deep Digital America at LLYC and one of the authors of the report.

TikTok competes much more against television or streaming platforms than against social networks. It is the golden dream of any communicator or marketer because its users are “hooked” on this application for more than 60 minutes a day. Whoever is on TikTok, is on TikTok, something that in the attention economy is pure gold. And it’s not just teenagers: 67% of users are over 25 years old. In other words, it is a versatile communication tool for all ages and should therefore be used by brands to uniquely transmit valuable information in the form of knowledge or engagement actions with their target audiences. 

Experience shows that there are no magic formulas but there are effective practices to make content work better on TikTok, to make it go viral or to make the algorithm play in our favor. To begin with, this is a platform that puts the content in front of the creator and uses a different language. Elements that are important in other networks, such as the copy or the video thumbnail, are no longer fundamental here. In TikTok it is important for the video to be agile, dynamic, with music and highlighted texts.

In order to focus the contents well and make them work, they must have four fundamental elements: 

– Authenticity: contents must be original and creative. A very typical mistake that brands and companies make is to try to differentiate their content from the rest of the users so that it is “noticeable” that it is a corporate channel. But the secret is to participate in the platform as another user in an organic way.

– Structure: even if the content is agile and brief, it must be properly structured. This makes it easier for the user to understand what you are going to transmit and how you are going to do it. It also facilitates the retention of information and interaction. In this sense, the first few seconds of a video are essential. In them, you must “catch” the user and make clear the expectations of what you are going to tell them. 

– Simplicity: the platform itself advises that content should be cheerful, simple and informal. For this, emotions are fundamental to transmit that good vibe.

– Entertaining: TikTok is a social network for entertainment and most users come to it for this reason. Therefore, content should be focused on helping users discover new things through learning or curiosity. 

TikTok’s algorithm is the best kept secret but thanks to the learning provided by content that goes viral, we are beginning to understand how it works. We know that the algorithm benefits how a video is reviewed, how long it is viewed, how it is shared, interactions and its anchoring to topicality. 

The report collects three examples that show the impact this platform can have on society: through activism, through a specific business (real estate) and in leadership.

Read the full study by clicking here.

Together with Adolfo Dominguez, CHINA part of LLYC claimed 2 medals at the National Creativity Awards. Considering that this is one of the largest national creativity festivals, these awards reaffirm the firm’s position in the Spanish creative sector.

The awarded projects and categories were:

– Piensa menos (Think Less) by Adolfo Dominguez, winning a Bronze in Ideas: Fashion.
–  Uniform Monday, also from Adolfo Domínguez, picked up another Bronze in Strategy: Insight

The gala was held this past Saturday (March 25) at the Kursaal in San Sebastian. Rafa Antón, Chief Creative Officer Europe, Co-founder and Chief Creative Officer of CHINA part of LLYC; Rafa Gil, Creative Director; Mayte Flores, Client Services Director; and Natalia Carrero Account Director, were all there to receive the awards as a team.

In addition to these awards, several projects were also included in the XXIV Creativity Yearbook:

– LLYC managed to include two pieces from Fundación BBK and BBVA respectively.
– While CHINA part of LLYC added another 11 entries to the yearbook for 5 different clients: Adolfo Domínguez, ASICS, Flex, Sitges Film Festival and Pescanova.

Held by the Club de Creativos since 2000, these awards recognize conceived and published projects that have become benchmarks of quality in communication and creativity. Some 80 Spanish campaigns took home awards this year, as the panel sorted through nearly 1,000 entries.

LLYC, the global consultancy company for communication and public affairs, announces that Rui Coutinho has joined its Network of Advisors. The unique skills and experience he brings will add value to the business of the Company and its clients.

Rui Coutinho, Senior Advisor for the Deep Digital area, is the Executive Director of the Innovation Ecosystem at NOVA SBE and a specialist, tutor, advisor and coach in the areas of Innovation and Entrepreneurship. He has actively worked on innovation strategy and innovation and change management with companies including Sumol+Compal, José de Mello Group, CMS Portugal, Activo Bank, Novo Banco, SIBS and Jerónimo Martins. He is strategic advisor at Sogrape and a member of the Investment Committee of Beta Capital. He is also a member of the Berkeley Innovation Forum and an external expert of the European Commission and the OECD for the HEInnovate initiative.

Marlene Gaspar, Director General of LLYC, said: “It has been a privilege working with Rui on a range of challenges and we share the Future Driven approach and innovation as must have elements of our methodology. We are very proud to be able to strengthen his contribution and value in the Deep Digital area not only in Portugal, but in LLYC internationally.” 

Rui Coutinho said: “I am very excited to accept the challenge of Joining the LLYC network of advisors. I have followed various LLYC projects and we have a shared vision on the importance of innovation in building new and better futures. I hope to contribute to the development of LLYC and the businesses of its clients by being a provocateur and bringing new insights.”

Rui Coutinho will strengthen the LLYC Network of Advisors, which is present in Portugal, Spain, the United States and Latin America and has over 80 members, including the Portuguese Conceição Zagalo, Fernando Neves de Almeida, Paulo Portas, Ricardo Monteiro and Helena Forjaz.

More about Rui Coutinho

He has been executive director of Porto Business School (University of Porto), where he also founded and directed the Center for Business Innovation and was director of the Postgraduate Program in Business Innovation and director of the Sustainable Management Program. 

He founded the Porto Design Factory at the Polytechnic of Porto, where he managed over 100 innovation projects with some of the largest companies in the world, also involving universities such as Stanford, Aalto, St. Gallen and São Paulo. In this context, he was a member of the Design Factory Global Network and Stanford University Global Alliance for Redesign innovation ecosystems. 

He was also one of the core founders of the ScaleUp Porto initiative and works as a mentor, entrepreneur and consultant in various entrepreneurship ecosystems and with a range of startups.

The LLYC S.A. Board of Directors has resolved to convene an Ordinary General Shareholders’ Meeting of the Company in Madrid, to be held at the company’s headquarters on April 27 at 4:00 p.m. CET. The agenda includes the approval of the financial statements for fiscal year 2022 and the proposed distribution of an extraordinary dividend of €0.132 per share charged to the share premium reserve, representing a total payout of close to €1.5 million gross. It will be paid on July 15 this year.

The Meeting will also submit for approval of the renewal of the auditor and of the authorization to the Board of Directors for the direct or indirect acquisition of the Company’s own shares, subject to the limits and requirements established by law.

All information on the proposed resolutions to be submitted for approval at the Ordinary General Shareholders’ Meeting is now available on BME Growth and the LLYC website.

Ibo Sanz is the new General Manager of LLYC Venturing. In this new role, he will bring the consulting firm’s startup investment vehicle closer to the business and will lead the team in the search for opportunities, analysis, due diligence and investment in projects that promote entrepreneurship, innovation and technology. Ibo was already part of LLYC Venturing’s Investment Committee and will combine his new position with his role as the head of the firm’s Deep Digital Strategy in Europe.

Ibo has extensive experience in M&A and investment transactions. After holding executive and business development roles in multinational companies such as Telefónica and Vodafone, he joined LLYC in January 2021. He holds a Bachelor of Business Administration from Rotterdam Business School. He is also AI Elements certified by the University of Helsinki.

“Ibo’s appointment is great news for everyone. I have no doubt that his professional trajectory, spanning over two decades of experience, and his expertise in the innovation sector will be fundamental in establishing the project and reinforcing the deal flow. Our goal remains to support the entrepreneurial ecosystem with investments in startups adapted to marketing, communication and public affairs. I would like to thank Marta Guisasola for her outstanding work as CEO of LLYC Venturing”, says José Antonio Llorente, Founding Partner and President of LLYC.

Ibo Sanz shares his thoughts: “I am very excited about this challenge. LLYC Venturing is a unique project that will serve as a projection tool for startups. I want them to choose LLYC as a partner because of our ability to generate synergies and strategic contributions. The objective is to consolidate our position in the ecosystem, and to this end we will demonstrate the value we bring beyond the financial investment we generate in companies.”

LLYC Venturing is set to allocate up to five million euros in 20 projects over the next four years, between €50,000 and €500,000 for each one. Its investment targets include companies focused on Artificial Intelligence technologies, Blockchain, Virtual Reality, IoT or Enterprise Software with SaaS models applied to the communication, marketing and public affairs sector.

LLYC Venturing made its first two investments in 2022. The first one in June involved Erudit, a Spanish startup with a presence in the United States that has developed a technology to improve, through Artificial Intelligence and NLP (Natural Language Processing), the management of talent and the potential of teams, with machine learning models focused on the study of the personality of workers, their mental health and the work environment. The second investment in November concerned Digital Audience, a Dutch technology company with expertise in new digital marketing strategies.

Tomás Pereda joins LLYC as Senior Talent Engagement Advisor. In this position, he will continue fortifying the area with his experience and vision on human leadership and business transformation, at a time when we are experiencing a paradigm shift in the relationship between employees and employers.

Tomás Pereda’s professional career spans over 35 years in the field of talent management, cultural transformation and digitalization of organizations. He has held senior HR management positions in companies such as Unidad Editorial, Hertz, Iberdrola, Leche Pascual, Dupont, Ikea, to name just a few. 

A law graduate, Tomás is HR Senior Advisor, Deputy Director General of the Fundación máshumano and Linkedin Top Voices 2020. He is also Chief People & Culture Officer of UMILES Group, professor at Sagardoy Business & Law School and at the University of Nebrija. He is also a member of the advisory board of Fundación Tomillo and collaborates with Fundación Transforma. He is a regular contributor to Capital Radio’s Human Resources Forum. 

“In today’s context, in which companies need to reformulate their relationship with talent, adding the experience and trajectory of a profile like Tomás will allow us to boost and enhance our reach. His knowledge will enable us to learn first-hand about the needs of HR departments and identify the best strategies to address people management challenges,” says Maria Obispo, Senior Talent Engagement Director at LLYC.

In the words of Tomás Pereda: “It is an honor to join LLYC’s Advisory Board and to be part of a team of high-level professionals. I trust that my experience in Human Resources combined with LLYC’s great track record in Marketing, Communications and Public Affairs will help us to spread the urgency of promoting new strategies in relation to talent”. 

Tomás Pereda’s extensive experience, his strategic knowledge of talent management and his background in cultural and digital transformation of organizations, make this new position very important for LLYC. He will make a decisive contribution to the further growth of the Talent Engagement area’s value proposition.

In 2023, the Spanish higher education sector is registering an unprecedented level of competitiveness in student recruitment. The digital transformation, the demographic challenge, the operational growth of academic institutions, geo-economic uncertainty, among other aspects, mark the motivations of students in their process of choosing a university, graduate school or business school. In this context, the degree of specialization offered (linked to the atomization of the labor market), the price of the program and the format (online, classroom or hybrid) in which the training is given are the three most relevant aspects when selecting a center for future students in Spain, according to the report ‘Communicating in the midst of the educational revolution’ prepared by the experts in Corporate Communication of LLYC Madrid within the framework of Education Week. 

The report, promoted by the leading communications, marketing and public affairs consultancy in Spain and Latin America, is based on an analysis of quantitative and qualitative data. The document addresses the main keys for schools to connect in a differential way with Spanish students. “In the past, the professionals in charge of higher education institutions were mainly concerned with reputation management, reinforcing drivers such as academic and research excellence. While it is true that this requirement has not disappeared, today the number of levers that universities must activate to win the reputation battle has multiplied exponentially,” explained Anne Corcuera, Director of Corporate Communications at LLYC.

Motivational differences between undergraduate and graduate students: reputation vs. price and format

The report shows significant differences in the interests of undergraduate and postgraduate students: according to the Internet search data analyzed, when it comes to undergraduate studies, the positioning of the university where the training is given is twice as important as when it comes to postgraduate studies. In this context, the experts point to the influence of the family and tutors (as the main prescribers in the choice); as well as to the absence of academic and professional vocation (since, in this period, students are more uncertain about their future and see the reputation of the educational center as a highly positive and differential factor). 

This uncertainty, however, is greatly reduced in the context of graduate studies. For Spanish students or postgraduate or master’s programs are conceived as “vocational levers” or as “keys to the professional career of their dreams”. Specifically, Spanish students’ perception of master’s degrees is so idyllic that Spain is the country that is most interested in the expression ‘university master’s degree’: 43% of global searches for this keyword in search engines come from our country.

Likewise, within the main motivations of postgraduate students, Internet searches for terms such as ‘scholarships’, ‘prices’ and ‘online’ are associated with postgraduate degrees; each of these keywords generate approximately 100% more searches. While the first two search terms refer to the financial section, the third focuses on the modality of these studies.  In addition, when analyzing the topics of the most searched online questions related to undergraduate and graduate studies, cost and grants appear with more recurrence. In contrast, undergraduate students are 93% less interested in scholarships and 97% less interested in tuition fees than master’s students because they do not have to combine, at least in the first few years, with full-time employment. 

Hyperspecialization, employability or geographical scope: essential levers when choosing a training center

Communicating in the midst of the educational revolution’ also delves into the analysis of the most decisive factors for students when deciding on the studies they are going to pursue. In this context, hyper-specialization in education is one of the main criteria (since, according to the report, students perceive how this contributes to a differentiation of their profile, which would multiply their chances of entering the labor market). Likewise, they positively assimilate this hypersegmentation as a quality of the center when adapting to a constantly changing world where new disruptive elements arise, always closely linked to the professional field (from the birth of the metaverse to the incorporation of AI). In fact, Spanish students reflect a deep concern for the employability potential of their studies (where the most credible prescribers play a decisive role: the Alumni network of each institution).

The human capital of an educational institution is another of the essential levers, where the academic quorum is an indispensable factor. In this context, young people demand “quality” from these profiles and, above all, a balance between professionals with “field” experience and “teachers who have been in the field” and with an academic background.

Additionally, in the specific case of pre-university students, location is one of the elements mentioned. In this sense, the universities of Catalonia and Madrid are the best positioned in search engines, since, among the first 20 centers that appear, 29% of the cases are Catalan institutions and 20% are Madrid centers. But it is not only the geographical element that is valued: students are also concerned about accessibility (the center’s ability to provide students with an adequate timetable to combine classes with breaks, study and leisure time).

Among other elements, the report also points out the relevance that Spanish students give to factors such as international reputation, the possibility of enjoying innovative spaces with available technology, the emotional connection and the sense of belonging that the educational center has the possibility of generating.

The complete study can be downloaded by clicking here.

LLYC’s Public Affairs area is launching a Circular Economy office to advise companies and organizations looking for an in-depth understanding of the new regulatory context, in addition to designing public affairs, institutional relations and advocacy strategies focused on projects related to this model of production and consumption. The firm thus seeks to strengthen the public-private dialogue between administrations and companies with a view to expediting the transition to a circular economy in Spain.

Carlos Ruiz Mateos, Senior Public Affairs Director at LLYC, will head this office with the support of two Senior Advisors from the consulting firm: Cristina Monge, environmental policy and sustainability expert, and Josep María Tost, one of Spain’s leading waste specialists. He will also have the support of the firm’s NextGen EU unit for those projects that are candidates for European funding.

In the words of Carlos Ruiz Mateos: “Spain faces a considerable challenge in its transition to a circular economy and must meet its commitments to the European Union. Our office is committed to helping to promote business projects that reinforce Spain’s commitment to the circular economy.”

“The transition to circularity will create a wealth of opportunities and jobs. Europe is committed to the circular economy and LLYC wants to take part in this process,” affirms Carmen Muñoz, Senior Public Affairs Director at LLYC and head of the area in Madrid.

As a unit specialized in advocacy and institutional positioning in the circular economy, the office will design projects holistically. It will incorporate complementary visions as they become necessary, ranging from technical advice to the forging of strategic partnerships and also communications strategy. It will also focus on the textile and footwear sectors, packaging, furniture and bulky goods, food production and distribution, construction and building. It will also specifically encompass sectors whose activities must incorporate Extended Producer Responsibility (EPR) and thus need solutions such as Collective Extended Producer Responsibility Systems (CEPRS). Broadly speaking, the Office will also collaborate with organizations and companies looking to promote their projects for improving the circularity of their activities for recognition by public agencies and administrations.

LLYC’s Public Affairs area has accumulated extensive experience in recent years in advising on circular economy by assisting clients during the approval in Spain of the entire waste regulatory package and in institutional positioning in circular economy.

63% of companies say they will change their equity story this year and will need to update it much more frequently in the volatile environment going forward. Good management and generous dividends are seen as the preferred levers, and therefore a large part of the corporate narratives will focus on these two issues. This is what emerges from the report ‘In search of Investor Interest: Keys for uncertainty times‘, prepared by LLYC in collaboration with Círculo CFOs. For this purpose, more than fifty senior executives -CFOs and heads of Investor Relations- of listed companies in Spain, Portugal and Latin America were surveyed.

“Listed companies in Iberia and Latin America assume that another year of uncertainty awaits them in 2023. First there was the pandemic and now the context derived from the war in Ukraine.  They are living in a counter-stylistic scenario in which keeping investors’ attention has become a challenge. For many CFOs and Investor Relations managers, defining very well and updating the company’s corporate story almost in real time will become, throughout this year, the master formula to reawaken investor interest,” says Luis Guerricagoitia, Senior Director of Financial Communications at LLYC.

Investors’ concerns

Rising costs due to inflation (36%), the impact of rising rates on borrowing (22%), concerns about the industry (21%) and the viability of the business (13%) are the biggest concerns that investors are bringing to the attention of CFOs and investor relations departments, according to the survey. Against this backdrop, investors have become more conservative, as if the behavioral patterns of more institutional funds and large insurers now prevail. In this respect, the solidity and recurrence of income and the quality of the rating have come to be seen as decisive arguments for attracting investors. 

Liquidity is currently one of the biggest problems facing listed companies. And although at first glance it may seem that this problem only affects smaller companies, mid-market companies are also seeing how the drought is plaguing trading sessions. Regarding specific strategies to mitigate this situation, a large number of respondents chose liquidity contracts, although they seem to be of little use in the face of legal restrictions on trading, with some opting for buyback programs. However, more and more companies are focusing their efforts on reaching retail investors, for which it is necessary to have communication strategies to attract and retain them.

In relation to ESG aspects, it is confirmed that these are increasingly high on the agenda of investors. Up to 81% of executives say that over the past year, the number of questions received by investors about the company’s ESG performance has increased.

Another of the survey’s conclusions is that in the current context, contacts with the markets have intensified: more than 44% of companies have stepped up their Investor Relations activity.

In the search to attract investor interest, there is a growing (although still limited) number of companies looking for technological solutions to find more effective formats and approaches to attract investors. Nearly 40% of companies have already made use of platforms that allow them to identify and make contact with new investors. On the other hand, the so-called road shows continue to be the classic among the sector classics. Eighty-five percent of those surveyed say they organize them as usual. Seven out of ten organized one in 2022, and 31% of them organized five or more successive events in those twelve months. In a new development, three out of ten roadshows are now organized digitally.

Read the full study by clicking here.

Sign up for our Newsletter and never miss a beat