As from January 2022, David González Natal will be the new Managing Director of the Northern Region of Latin America at LLYC. From this new position, he will run the communication, digital marketing and public relations operations of the consultancy firm in Mexico, Panama and the Dominican Republic. He will also become a member of the firm’s global Executive Committee.
This announcement takes place a short time after LLYC has strengthened its commitment to the region with the acquisition of 75% of the data predictive creative agency BESO in Mexico. Accordingly, the Northern Region now has turnover of close to 15 million euros and a team of close to 300 professionals, becoming the second largest Regional Management unit of the firm, behind only Europe.
In the almost eight years that David González Natal has worked for the firm, he has headed up the creative transformation of the firm from his position at the head of the Engagement Department, a responsibility he will maintain from his new location. He has also headed up projects with a great impact for such brands as BBK, BBVA, Multiópticas, Coca-Cola, Campofrío and Telefónica, winning more than 150 national and international creativity, marketing and communication awards, including various Leones de Cannes, Clio Awards, El Ojo de Iberoamérica, Eficacia, Andy Awards, PR Week and Sabre Awards.
He holds a Bachelor’s Degree in Journalism from the Complutense University of Madrid and a Global CCO from Esade. González Natal has recently been included by Forbes in the list of the 100 most creative Spaniards in the business world in Spain and is the co-founder of such platforms as Stayhuman.es, for the humanization of organizations, and NxtinMkt, which focuses on trends in the world of marketing.
“David is a benchmark at the firm. He provides excitement, expertise and good work at a key time for the company in the region following the acquisition of BESO. His vision will undoubtedly help us to continue growing in these markets”, stresses Alejandro Romero, CEO of LLYC Americas.
David González Natal: “Our operations in the region are at an exciting moment in time, both from the perspective of the projects we are implementing with our clients and from all the talent that has signed up to the project. My goal is to help boost growth with creativity and technology as drivers, and with people at the very heart of the work”.
David replaces Javier Rosado, who becomes the Chief Client Officer of LLYC Americas. He will be responsible for the development of the key clients in the region plan. He will also deal with new multi-country and multi-region business to boost part of the firm’s inorganic growth in an offer that is increasingly more influenced by technology and data interpretation to generate creative lines of content. Furthermore, he will head up all the teams to promote the Americas to boost the notoriety of the firm, primarily in new markets, working with the Regional Directors.
Changes in the Engagement Department in Europe
Changes have also taken place at LLYC Europe. Patricia Cavada joins the Madrid office as Senior Engagement Director – the firm’s department engaged in building and activating differentiating narratives for brands, both in relation to consumers and to talent. This team will also be reinforced by the promotion of Julio Alonso as the Executive Creative Director.
Patricia has extensive experience in the field of planning, accompanying brands to define their strategy and positioning, creating and developing important communication plans for the audience and connecting with the brand purpose. She has worked at such agencies as TBWA, Wysiwyg and Neolabels as Strategy Director, and more recently as the Head of Brand Marketing & Content for Philip Morris in Spain and Portugal. She holds a Bachelor’s Degree in Advertising and Public Relations from Universidad Europea de Madrid. She has studied specialized programs in design thinking at Miami Ad School and leadership at TBWA’s Tiger Academy.
“I am very excited to join the LLYC team, since I share its vision of the role of communication. This new stage in my career will allow me to continue growing and offering my experience to brands that seek to connect with society through a narrative related to their purpose. A passionate challenge in which creativity and technology are key”, stresses Patricia Cavada.
Guillermo Lecumberri, Consumer Engagement Director, María Obispo, Talent Engagement Director and Julio Alonso will report directly to Patricia Cavada.
