The world attends a process of deep transformation in business, society and the communication industry itself. The new context marked by technology, the new demands of consumers, social polarization and pressure on brands causes companies to need strategic partners, beyond suppliers.

Aware of this, from LlyC they have presented “Partners for What’s Next”, an invitation to look at the present from another perspective, to ask difficult questions, propose new ideas and design solutions that make their clients “More resilient, memorable and relevant.”

His CEO, Alejandro Romero, tells us, in a telephone conversation held in his 30th anniversary as a marketing and corporate company Affairs. And is that LlyC has decided to open a new chapter with a brand statement that expresses the company’s value proposal: to be the confidence partner in creativity, influence and innovation to grow and protect the business of its customers.

Raffling uncertainty

The first question I ask him is if “Partners for What’s Next” drinks some kind of divination object that he has in his possession and has not yet confessed to us, because this new positioning is a declaration of intentions.

“We are more powerful than ever thanks to the ability of data analysis and how we go from models in advance of predictibility models”. This is how a kind of crystal ball that seems to have in your possession to tell it so convinced.

From Llyc they have proposed, therefore, invite you to look at the present and the future with another perspective. “It’s about acting with vision, asking difficult questions, proposing new ideas and designing solutions so that our clients are more significant.”

Have I heard “ask difficult questions”? I am interested in putting some example of this, to better understand the capacity of anticipation than LlyC shows and with which he is helping companies and organizations to make decisions in the face of the great challenges of marketing, corporate communication, advertising creativity or public affairs.

“The most challenging question is: are you really getting the results you had raised?” Explain.

At this point in the conversation we are already talking with Alejandro of values ​​and attributes such as vulnerability and humility. “The world is in a moment of uncertainty and brands need allies with a daring vision and real excellence solutions.”he says. But the first step is to integrate those values ​​and recognize that there is a challenge for which it is required to be accompanied on the way to resolution.

“You never have to lose humility. Access to knowledge, which empowers us, shows that there is still much more knowledge to develop.”

THE POWER OF CREATIVITY

Alejandro Romero advances in his explanation referring to the will that Llyc has of “Be at the forefront of ideas.” AND do so by adding talents, to “Be stronger and more resilient with an integrated offer that understands the current challenge, providing real solutions.” In a context in which the generative AI is creating many similar contents, based on the same sources, it is defined as a believer of the“True power of creativity. Our work is to generate different paths and different results, and there enters human talent.”

I wonder if it is not a bit weird to constantly think that what should never change is our essence and human and, nevertheless, we put it in a recurring way in value, as if it were almost lost … this is what Alejandro replies:

At this point of the analysis of the permanence of human essence, Alejandro is high to influence a concept that seems key: responsibility. “Someone has to assume. Airplanes fly with autopilot and for that reason the human figure ceases to be necessary.”

Does that also apply in the world of consulting? “Totally. You need an expert, a CEO, a reputation manager who makes decisions and is responsible.” Partners for What’s Next “also wants to be that responsible partner that helps you decide.”

What changes and what does not

The final minutes of our telephone talk I dedicate them to ask some more concrete questions about their vision of the future, possible structural changes in the industry and tasks that are pending. The dialogue has been this:

RW. You have been in this for decades and have seen many revolutions, is there anything that has changed that you were not waiting for yourself?

Yes: The border dilution in our profession. Before everything was divided: marketing, human resources, legal, communication … each with their agency. Now those barriers have broken. Today we must give a comprehensive solution to the client, mix marketing, PR, Paid Media, institutional relations … and in that Llyc has advanced a lot, even ahead of the market.

RW. ¿And vice versa? Is there something that has not yet changed and should it do it?

Yes: How we use AI to manage internal knowledge. In LlyC we are 1,300 people. We have a huge amount of accumulated experience, but how do we use ia to transmit that knowledge to new generations, faster?
That is one of the keys to the near future.

“Partners for What’s Next” is presented, in addition to as a narrative for the future, as a strategic platform that unifies commercial, editorial actions and internal culture of the company under the same message. The initiative reflects the evolution of the brand towards a more expressive verbal and visual identity, with an important aesthetic component. “We wanted to develop a brand that could live both in the world of corporate affairs and in marketing solutions,” Alejandro explains. “For a long time they have been separate worlds, but now we needed to bring them together. The visual and verbal evolution of our brand reflects that union.”

Founded in 1995, LlyC is a leading and reference firm in the sector. According to the PR SCOPE Spain 2025/2026, it is the best known, exemplary, attractive and active in new business. In addition, it is the best perceived by the market as a service, strategic planning of communication and integrated services.

If you want to listen to the complete conversation with Alejandro Romero, here you have it: