The offices of LLYC Mexico and Beso by LLYC have once again earned recognition for their efforts in fostering respect for human rights and promoting diversity in the company with certification from the Human Rights Campaign (HRC) Foundation as Best Places to Work LGBTQ+

This recognition demonstrates the firm’s commitment to the inclusion of the LGBTQ+ community in the workplace and showcases company practices as it continues to work towards new opportunities to grow and develop a safe workplace where inclusion and diversity are paramount.

The Equidad MX program is run by the Human Rights Campaign (HRC) Foundation, a US-based organization that promotes the inclusion of the LGBTQ+ community in workplaces. Following the unprecedented success of the HRC Corporate Equality Index in the United States, the HRC Foundation partnered with ADIL Diversity and Workplace Inclusion in 2016 to establish the HRC Equidad MX program as the leading corporate-level LGBTQ+ inclusion assessment in Mexico.

This program conducts an annual survey that assesses LGBTQ+ inclusion in workplaces within leading Mexican and multinational companies, awarding the “Best Places to Work LGBTQ+” distinction to the top ranked companies.

This distinction serves as an indicator of corporate commitment to LGBTQ+ labor inclusion in areas such as:

– Non-Discrimination / Equal Employment Opportunity Policies
– LGBTQ+ Organizational Competence
– LGBTQ+ Education and Training
– Public Engagement

LLYC and Beso by LLYC are very proud to receive this recognition, which acknowledges the practices, policies and procedures in place to make LLYC a safe place where everyone is a part of promoting inclusion, diversity and equity.

LLYC welcomed Juan Cristobal Portales as the new Managing Director for its operations in Santiago in a further step in the company’s growth strategy.

Juan Cristóbal brings over two decades of experience in communications and consulting, having worked as a consultant and academic expert in political and corporate communications, public affairs and stakeholder management, and socio-environmental and reputational compliance. He has also worked as a consultant in over 40 projects in public and private institutions in Chile, Colombia, Peru and Mexico.

Juan Cristóbal graduated in journalism from the Pontificia Universidad Católica, holds a Master’s degree in Government and Public Management from the Universidad de Chile, an MSc from the London School of Economics and a Ph.D. in Political Communication from the Universidad Complutense de Madrid. He has also authored the book “Chile Corporativo: El desafío de conectar con el Chile ciudadano” (Corporate Chile: challenges in connecting with the Chilean citizenry) and one of the editors of “La IV República: un acuerdo constitucional para Chile” (A constitutional agreement for Chile).

He has formed part of the LLYC Advisory Council in Chile, since 2018, collaborating closely on public affairs projects and high-level relationship strategies.

For Juan Carlos Gozzer, Partner and CEO of Latin America at LLYC, “Juan Cristóbal’s expertise and leadership will be key to the growth and consolidation of our operations in Chile. We are convinced that his contribution will strengthen the offer of value and solutions we provide to our clients even more.”

“Assuming the general management of LLYC in Chile after the last few years being involved as Senior Advisor is a natural step and a project that I am joining with great enthusiasm. My purpose, together with our team, is to add value, solutions and services that reinforce and extend the consultancy service that we offer to our clients,” said Juan Cristóbal Portales, managing director at LLYC Chile.

Polarization in Ibero-America has grown by nearly 40% over the last five years, and every year more and more people engage in polarizing conversations on social media. Since the arrival of the pandemic, the level of involvement or engagement in polarizing conversations is growing at levels of 8% per year in Ibero-America and as much as 15% in the USA.

Drawing on Big Data and Artificial Intelligence techniques, LLYC’s and Más Democracia report, titled ‘The Hidden Drug. A Study on the Addictive Power of Polarizing Public Debate’, analyzes conversations over the past five years in Ibero-America and the United States, processing over 600 million social media posts, gleaned between September 1, 2017, and August 31, 2022.

Conducted by LLYC, Más Democracia, alongside experts such as Mariano Sigman, neuroscientist, and author of “The Power of Words”; Patricia Fernández, a clinical psychologist at the Ramón y Cajal Hospital, and Belén Carrasco, senior researcher and deputy director of Eyes on Russia, Centre for Information Resilience; the campaign also includes a series of powerful pieces developed by LLYC’s creative teams and demonstrates that addiction to social networks reaches the rank of a drug in certain cases: a drug hidden behind the apparent normality of the use of these digital platforms.

This addiction to networks, and especially their polarizing content, generate, both in individuals and in society, symptoms similar to Class C drugs. Symptoms may include loss of control, mental absorption, or severe impairment of the person’s daily functioning.

José Antonio Llorente, Founding Partner and President of LLYC: “We are rolling out this global campaign in response to our concern about the normalization of this phenomenon. Our aim as a company is to build trust between people, institutions, companies, and brands, and polarization generates the opposite effect. This polarization hinders people from reaching a consensus and finding common ground. That is why we have the responsibility to create spaces for conciliation, peace, and relaxation in finding a way out of this situation.”

For neuroscientist Mariano Sigman, author of The Power of Words, “it is difficult to measure the exact risk of addiction; in some cases, it is well known but in others, such as polarization, it is not. The great human tragedies and massacres result from moments of incomprehension, from the exacerbation of this mechanism by which one group cannot understand the ideas of the other. This failure to understand drives one group to hate the other to such an extent that they decide that the only way to settle the matter is to kill everyone in a war. This may be the real risk of a drug-like polarization.”


The study, conducted in Argentina, Brazil, Colombia, Chile, Ecuador, the Dominican Republic, Mexico, Panama, Peru, Portugal, Spain, the United States, and the Dominican Republic, points to an increasingly polarizing world, with nearly 40% in Ibero-America and 2.2% in the United States in the last five years.

The lower growth in the United States compared to other countries is due to the enormous consensus that racism and abortion generate in US society. The George Floyd case involved a high-volume, high-consensus social backlash that resulted in a temporary drop in the polarization of 74%; while the court rulings in recent months against abortion also generated a high-consensus backlash movement.

The report also warns of a progressive increase in this “addiction”; that is, the level of involvement or engagement of users on both sides of the political spectrum in the territories of conversation. Ibero-America grew by 11% the month the pandemic was declared and has continued to grow at an annual rate of 8% ever since.

In the USA, conversation addiction levels show a continuous growth of 15% per year, and, over the last few months, the growth slope is even accelerating by 13% above average.

You can download the full report, video, and images of the campaign here.

The board of directors of LLYC SA has appointed Alejandro Romero as the new Global CEO of the firm. Alejandro, who until now headed the Americas region, is a Partner and the second largest shareholder of the consultancy firm in which he has been working for 26 years. Juan Carlos Gozzer will head the organization in Latin America. José Antonio Llorente remains as Executive Chairman of the firm.

These changes seek to strengthen the management structure of the company, which is immersed in an ambitious growth plan. They are also intended to continue to promote the careers of some of its most valuable employees and align corporate governance with the standards of the most modern listed companies.

In the words of José Antonio Llorente, Founding Partner and President of LLYC: “The appointments of Alejandro and Juan Carlos are recognition of the enormous talent we have at LLYC. I am convinced that their extensive experience and in-depth knowledge of our company and the sector are a guarantee of success. The creation of the position of CEO, which is separate from that of Executive Chairman, also represents considerable progress in our corporate governance. We had planned to implement it at the end of 2023, but my personal circumstances make it advisable that we bring this measure forward and strengthen the company’s management.”

According to Alejandro Romero: “With the strengthening of our management, we want to accelerate our growth plan by focusing, above all, on growing in the United States, organically and inorganically, and continuing to drive our digital influence business and deep learning. LLYC’s raison d’être is our clients and we will continue to make a decisive contribution to the success of their business in the area of reputation and influence management. I am very excited about this new professional challenge to continue working closely with José Antonio Llorente.”

Alejandro Romero holds a degree in Information Sciences from the Complutense University and a Master’s Degree in Communication of Public and Political Institutions, also from the Complutense University. He began his career at LLYC as an intern in the Madrid office in 1996 and has been based in Latin America since 1998, where he has led the firm’s international expansion, implementing the start-up of all operations in the region. In 25 years in the Americas, Alejandro has contributed to developing a business worth more than 30 million euros working in the field of reputation, influence management and in the most representative crisis cases in Latin America: M&A operations such as the acquisition of SAB Miller by AB INBEV and the acquisition of Grupo Financiero Uno by Citibank. He has also driven the growth of LLYC’s digital area by transforming the consulting firm’s offering towards communication strategies based on Big Data and trend spotting.

The new CEO of LLYC LatAm, Juan Carlos Gozzer, is a Partner of the firm and, until this announcement, was LLYC’s Chief Operating Officer in Latin America. He is a specialist in reputation management and communication strategies. Throughout his 15 years with the company, he has coordinated various strategic positioning projects in Latin America and led the development of LLYC’s operations in Brazil and in the Southern Region, which includes Argentina and Chile. With an academic background acquired in Latin America and Europe, Juan Carlos has a degree in Political Science. In addition, he has a specialization in International Information from the Complutense University of Madrid and a Master’s degree in International Relations from the University of Bologna.

LLYC’s global Healthcare team launches the third issue of its What’s Up Health platform, focusing on “Equity in Healthcare”. This publication analyzes our current need to ensure that people get equitable and equal access to the sector’s advances, thus guaranteeing a healthy population.

In 1948, the UN defined health as an essential right in the Universal Declaration of Human Rights, whereby everyone should enjoy the highest attainable standard of physical and mental health. This means that the entire population has the right to timely, acceptable and affordable access to quality health services.

In this new issue, Silvia Gold reflects on how healthcare is one of the fundamental human rights for the population, as well as the requirements for a community to achieve universal health coverage. In this regard, the pharmaceutical industry plays a key role, a fact that Sergey Zverev tells us about through the specific case of MSD, which tells us about the decisive role of industry in breaking with inequality in access to healthcare.

There are also numerous challenges in the sector, especially in terms of public and private collaboration, but also a window of opportunity for companies capable of leveraging technology to improve healthcare management. José Martínez Olmos, former Secretary General of Health and Senior Advisor to LLYC, discusses these challenges. These opportunities have led to the emergence of tools that strive to break the healthcare access gap, as is the case of telemedicine. Santiago Rivas García and Luisa Fernanda Ortíz Quiñonez talk about its implementation in Colombia with the aim of increasing the country’s healthcare coverage, and also the challenges involved in using this healthcare system. In addition, Hugo F. Villegas explains the concept of Connected Care promoted by Medtronic, which, through the use of technology, seeks remote and continuous monitoring of the patient for greater peace of mind.

LLYC Venturing, the company of LLYC SA (BME:LLYC), has made its second investment in Digital Audience for an amount of 100,000 euros, after participating in the latest investment round of this Dutch technology company that is an expert in new digital marketing strategies. This firm has created a platform for large companies that want to manage their advertising campaigns in compliance with the new General Data Protection Regulations without having to depend on data which is now extracted through cookies. Its First Party Data solution (data obtained through company sources, such as the web or social media) allows advertisers to increase the knowledge of their own audiences and activate them more effectively in advertising campaigns.

Digital Audience was born in 2015 in Amsterdam, founded by Ruben Niet, Engineer for HBO in the Netherlands, with experience as Sales Manager at the communication company Sanoma (ilse media), as Sales Director for Ebay and as a Mentor at Startupbootcamp. Also on the team is Bastiaan Spaans, Bachelor of Economics from the University of Groningen and MBA from INSEAD, with experience as Business Developer at WebAds (publisher network) and Commercial Director of Improve Digital (specialized consultancy for Media Buyers). The company attracted 38 clients and a cumulative turnover of 1.6 million euros in 2021.

Marta Guisasola, Partner, Global CFO and CEO of LLYC Venturing: “Digital Audience delivers on our LLYC Venturing value proposition of supporting disruptive technology by supporting them on a business and strategic level.”

Adolfo Corujo, Partner and Deep Digital Business CEO: “Digital Audience fits perfectly with LLYC Venturing’s orientation to improve the firm’s competitive position towards the development of an ecosystem of data centric solutions to solve the complex challenges of our clients. In this way, we reinforce our commitment to innovation and technologies deployed in an environment of privacy and first party data to ensure effective marketing in secure environments.”

After the first investment last June in Erudit, which uses Artificial Intelligence to improve talent management in companies, LLYC Venturing plans to allocate up to a maximum of 5 million euros in 20 projects over the next 4 years, between 50,000 and 500,000 euros in each of them.

The companies in which LLYC Venturing wants to invest are focused on the following sectors: software for digital marketing, artificial intelligence focused on communication and marketing, blockchain firms that allow to transform communication, IoT (Internet of Things) that improve human/machine communication and virtual reality companies that help improve immersive experiences.

The development of society has made many people more aware of various situations and events that affect the population in general, as well as the role that companies play in the social environment. Today, people see companies as social actors that must take a position in favor of citizens. This is why many business leaders started to get involved in activities that increase the well-being of people, and that meet the social, economic and environmental expectations of the community. This is how the CEO Activism as a Lever for Sustainability, report was conceived, which is a collaboration between LLYC and Forbes. The organizations provide clear information demonstrating the positive impact of CEO activism for both their companies and society at large.

The report has been prepared through analyzing the profiles of 14 CEOs from diverse business sectors in 6 Latin American countries in different market sectors. These countries were: Peru, Mexico, Argentina, Chile, Brazil and Colombia.

Among the main conclusions, the study concludes that the role of the CEO Activist has to take into account three important points in order to act appropriately:

– The first is to listen and interpret the relevant conversations of citizens in order to understand their needs and, in this way, implement activism that responds to these demands.

– Second, there is the ability to involve the members of their organizations in the same social cause they are fighting for, which will also be a way to generate greater reach with the CEO’s social message.

– Thirdly, there is the creation of spaces for participation with the population that allow the CEO’s social cause to be known by the people. Public opinion needs to know about the CEO’s vision and activities in real time, in order to generate better expectations for the company and reinforce the legitimacy of its actions.

The impact on society

The activities that every CEO Activist undertakes will always have a positive result if carried out properly, and their impact can be decisive for the development of their community. Such is the case of Luiza Helena Trajano, who, thanks to her activism in favor of gender equality, against racism, and in favor of political and social welfare, has become one of the most important CEOs in Latin America.

The CEO’s activism must also be consistent with what they do with their clients and the decisions they make regarding the development of their own projects. Such is the case of Carlos Hank González, president of Banco Financiero Banorte de México, who is not only in charge of spreading his activism in favor of sustainable development and “green economy”, but also of making sure that his clients implement mechanisms or processes that are consistent with this vision he has as a company.

The challenges of CEO Activism

The study also reflects the challenges that CEOs must face in order to carry out efficient and value-generating activism at both the business and societal levels. Being able to strategize is of vital importance for their communication as there will be scenarios where directions may change suddenly due to unforeseen problems. In this way, being able to anticipate such problems will mean that the negative impact may be less and that, in addition, the CEO’s activism can be more impeccable in favor of society and their company as such.

Read the full report here.

LLYC closes El Ojo de Iberoamérica with a very positive result. It was awarded the best independent consulting firm in Spain. It also received a special mention as the second best in Ibero-America. These awards are in addition to the 12 medals won, most of them for ‘Bihar, choosing tomorrow’. The campaign for BBK was one of the competition’s big winners, receiving a Gran Ojo in the Public Road category, five gold and four silver medals. The firm’s other award-winning projects were ‘You’re a gamer and you don’t know it’ for Multiópticas and ‘Sign Language Soup’ for La Moderna, created by BESO by LLYC, which both won bronze medals.

Julio Alonso Caballero, Executive Creative Director of LLYC, shared his thoughts: “We are very proud to have been chosen as the best independent Spanish consulting firm and second best independent firm in all of Ibero-America. As an Ibero-American communications consulting firm, it is very important for us to be able to connect with Latin American creativity in this way.”

El Ojo de Iberoamérica is the first international contest with a Latin criterion and a Latin view of thought, creativity and freshness. These awards recognize the region’s best professionals and companies and their work, and attract leading international and regional figures to the region to share their thoughts and experiences.

Noncommunicable Diseases impact the quality of life of millions of people, generate high costs for Health Systems and have been called the great epidemic of our time by the Pan American Health Organization (PAHO).

To address this situation, the communication consultancy LLYC presents the Report Habits that can cost you your life: The Epidemic of Noncommunicable Diseases, which has counted with the participation of 38 Latin American experts from medical organizations, government, academia, patient groups, civil society organizations, companies and associations in Colombia, Mexico, Argentina, Panama, Dominican Republic, Ecuador and Brazil, with the aim of answering the question: How can we stop this epidemic?

The document analyzes documents and official sources of information from the ministries of health, public health societies, and health statistics centers in 7 Latin American countries, with a focus on the prevalence, consequences and modifiable factors of noncommunicable diseases, and compares the findings with the experience of the 38 participating experts, most of whom define the current health promotion and prevention strategies as insufficient.

The need for investment grows to be able to achieve the PAHO recommendations

The study reveals differences between the needs of patients suffering from these diseases and the resources allocated to respond to them. Although there is a universal commitment to reduce premature mortality from NCDs by 30% by 2023 (WHO), closing the investment gap for people living with NCDs is one of the main challenges for the Americas region, where most countries still do not have a budget allocated to this strategy and do not comply with PAHO’s recommendation to have a public investment in health equivalent to 6% of GDP by 2027.

The view of the experts: Toward a preventive health system

90% of the 38 experts who participated in the report agreed on the need to join efforts, link civil society and the private sector to obtain better results in the fight against these diseases and improve people’s quality of life. To this end, they highlight the urgent need to change the approach from a curative model to a preventive model, since we are dealing with policies that focus on treating diseases and not on prevention, and 9 out of 10 respondents agree that patients do not have a culture of adherence to treatment.

When asked about the main challenges to face NCDs and especially their recommendations to reduce the burden of these diseases, 97% of those surveyed responded as their first recommendation or requirement for governments to focus on prevention to improve the timely diagnosis rate; 90% mentioned the importance of creating patient education programs about healthy lifestyles and access to medications; 80% indicated the need to strengthen primary care; and 5% cite the importance of fighting air and water pollution and being attentive to carcinogenic precursors in food.

More effective two-way communication

The report identifies the need for campaigns that consider two-way communication and creativity to generate a connection that manages to create influence to change habits and achieve a healthier society with the use and analysis of data, new technologies and new communication channels.

It requires a leadership that searches for a new relationship scheme to achieve the participation of different sectors, identify areas of conversation and opportunities to create a new narrative that promotes change among patients and their influencers to inspire a coordinated effort that achieves the expected results for 2030, a goal set by the WHO.

And it concludes that success will be reflected in the change of habits and in the increase of the 10 indicators for monitoring progress in relation to NCDs, established by global and regional multilateral organizations (NCD Alliance, WHO, PAHO).

👉 Discover the full report