The LLYC agency has completed a reorganization process of its internal structure that has resulted in the unification of its creative capabilities in the Creative & Advertising division. This will include the Creative, Client Leadership, Branding & Planning, Social & Influence, Brand PR and Branded Content teams.
The move implies the definitive integration of CHINA into LLYC and, therefore, the latter will be the company’s only creative brand in the market.

LLYC carried out the acquisition of CHINA in the summer of 2021 as part of a strategic growth plan and seeking to strengthen its strategic creativity solutions proposal. At the time it acquired 70% of the agency, which has continued to operate independently and under the leadership of its three founding partners, Marta Aguirrezabal, Rafa Antón and Pedro Calderón.

As LLYC points out in a statement, in practice the teams from both agencies have been collaborating on advertising projects under the same direction and work philosophy, and have shared culture and processes when developing campaigns for brands such as Vodafone, Repsol, Solán de Cabras, Caixabank or Adolfo Domínguez. Now the talent and experience of both agencies will be officially brought together in the Creative & Advertising area.

The movement, as the company points out, finishes consolidating a high value proposition in creativity and brand strategy. “We project a creative agency of greater size and ambition, capable of combining strategic vision, creative craft and an integrated offer, helping clients increase and protect the value of their brands.“, commented in a statement Gemma Gutiérrez, General Director of Marketing Solutions at LLYC for Europe, and responsible for the division together with Rafa Antón, Global Creative Director at LLYC.

“The best tribute we can pay to the legacy of CHINA and to all those who have passed through it is to try to be more ourselves than ever and continue betting on solid and well-done work.”commented, for his part, Rafa Antón, Founding Partner of CHINA in 2010 and recognized this year with the Professional Career Award by the Jury Club of the Eficacia Awards. “Adding in a single space all the creative talent and insight that the LLYC teams provide makes it easier to achieve this.”

With the definitive integration of CHINA into LLYC, the Creative & Advertising area has up to 140 professionals in the Madrid, Barcelona and Lisbon offices, and will have Rafa Gil Fuentes and Julio Alonso Caballero in the executive creative direction. Leading the different verticals will be Mayte Flores (Client Leadership), Patricia Cavada (Branding & Planning), Isis Boet (Social & Influence) and Mónica Acero (Brand PR).

From left to right, above: Rafa Antón and Gemma Gutiérrez. From left to right, below: Julio Alonso Caballero and Rafa Gil Fuentes.

The move unifies LLYC’s creative capabilities into an integrated global proposition. “Our advertising services in the 13 countries in which we operate have become an essential part of what we provide to our clients” said Adolfo Corujo, Partner and Global CEO of Marketing Solutions. “Now we formalize the way in which we have been contributing to the brands business with solutions that take advantage of all the different disciplines”.

CHINA, 15 years of creativity

Throughout its more than fifteen years of experience, CHINA has developed creative strategies for brands such as Vodafone, El Corte Inglés, Seagram’s, Flex or Cervezas Alhambra. Although his most notable work has been that carried out for Adolfo Domínguez, for which he has developed a robust brand positioning around product quality, durability and responsible fashion.

Since its acquisition by LLYC, CHINA has been recognized for its work nationally and internationally. The award for Best Branded Content of the Year 2025 stands out in the awards given by BCMA Spain for “Sosegá”, for Cervezas Alhambra. The brand celebrated 100 years with the creation of a new flamenco style – the name given to the styles within this type of music -, together with some of the most recognized artists of this artistic expression, thus paying tribute to the culture and leisurely lifestyle of Granada, the city where the brand was founded.

It is also worth mentioning the multiple recognitions achieved for the campaigns carried out for the Sitges Fantastic Film Festival, winners in festivals such as the National Creativity Awards, Eurobest, El Ojo de Iberoamérica, El Sol, the JCDecaux Awards or the LAUS Awards.
In some of these competitions, the work carried out for Pescanova or Adolfo Domínguez also triumphed.

Before joining LLYC, CHINA built a prestigious career of creativity over more than a decade and thanks to such relevant works as the “Be Older” campaign, for Adolfo Domínguez, which appealed to the wisdom of old age to vindicate durability against fast fashion. Among other things, the agency was recognized with the Creativity Club Grand Prize in 2019 for said campaign; which began a journey of success that was later expanded by the award for Most Innovative Strategy at the 2020 Efficiency Awards for “Old Clothes.” The brand’s trajectory was recognized in the Transformative Creativity section in El Sol in 2021.

The full integration of CHINA into LLYC responds to the company’s desire to accompany its clients with more relevant, resilient and memorable solutions, a proposal that was finalized last September with the new positioning “Partners for What’s Next”. With this, LLYC reinforces its promise to continue being a trusted partner in creativity, influence and innovation, and leading market changes in advance.

In a recent conversation with reason.WhyAlejandro Romero, CEO of LLYC, pointed out that the agency’s will is “be at the forefront of ideas“, with the objective of “be stronger and more resilient with an integrated offer that understands the current challenge, providing real solutions“. And faced with the challenge of artificial intelligence, he defended the human soul, declaring himself a believer in “true power of creativity. Our job is to generate different paths and different results, and that’s where human talent comes in.“, said.