1. Back to the tangible, even for digital
Jaquemus’ “Le Paysan” evokes its origins in a new collection and campaign
French fashion brand Jaquemus has announced its latest collection without a maximalist show, a common occurrence in the luxury and fashion industry. Instead, it simply features photographs of village life. The village life of the family of Simon Porte Jacquemus, French designer and founder of the brand.
The “le paysan” collection evokes a return to roots, to the tangible, showing the reconnection of the designer and founder of the brand, Simon Porte Jacquemus, with his rural origins.
And he’s not the only one returning, so to speak, to basics. Italian accessories brand Miu Miu has launched a book club: a physical space for conversation and collective reflection. In contrast to the digital noise, it is committed to the face-to-face, the intimate and the intellectual as a way of reconnecting with critical thinking. At the same time, it generates real stories that are then transferred to the digital ecosystem.
These are two examples of brands that continue to build on emotion. And in both cases, their actions evoke non-digital stories that will live on digitally. Because what is communicated digitally does not have to be (only) digital.
2. Google and Meta: friends forever?
Or why Google would want to index your Instagram photos
Who would have thought 10 years ago that Meta and Google would now be joining forces? Mark Zuckerberg’s company recently announced that content from company and creator profiles on Meta will begin to be indexed on Google. But why would Instagram, which has always been a closed platform, decide to open up in this way?
We may find a possible answer in Silicon Valley itself: ChatGPT. AI is gaining ground in the search market, and this directly threatens the core of Google’s business (with apologies to its AI Gemini, which, despite being on par with ChatGPT, does not seem to attract as many users as its competitor).
But changing contexts also give rise to opportunities: SEO on social media is taking another step forward. If optimizing texts on social media was already considered a necessity given that more and more users use them as search engines, this practice is now also becoming a new opportunity, as everything points to the fact that this same content will also appear in Google results in image format.
3. Influencers, a serious issue
The two three Patricias and the Royal Household
At a recent Royal Household event to mark the anniversary of Spain’s accession to the EU, a lifestyle influencer was mistakenly invited instead of the journalist specializing in EU and human rights issues who was actually supposed to attend. The source of the confusion? They are both named Patricia Fernández.
The influencer, far from clarifying the situation, attended, posed with the King, and justified her presence with generic arguments about sustainability and respect, to the astonishment of the journalist Patricia, who had to explain on her social media that she did not understand how no one had checked that the guest was not her.
As if that weren’t enough, it is worth noting that there is a third Patricia Fernández, a lawyer and activist who has been awarded for her work in human rights, who would also have been a good fit, but was never invited. This situation, which is somewhat peculiar to say the least, should reinforce the importance of thoroughly verifying our strategy and activation of collaborators.
What happened is a wake-up call: working with influencers requires looking beyond indicators such as followers and carefully analyzing their relevance, credibility, and consistency to avoid potential reputational risks.
4. Timing, cultural context, and agility: the essentials in social media
Desigual responds quickly and avoids a major crisis on social media
Desigual recently had the agility and ability to turn a potential crisis into a viral activation in its favor. Its “Not a Doll” campaign, in which the fashion brand advocated freedom in dress, failed to take into account the cultural context at the time, clashing with a slogan in defense of transgender women’s rights. Faced with this situation, the brand reacted strategically by collaborating with trans activist and performer Manuelacore to launch a new version of the campaign with the word “not” removed, reframing the message and joining a trend.
The controversy arose because “doll” is a common identity term in the LGBTQ+ community, especially in the US, and Desigual’s slogan coincided with the social campaign “Protect the Dolls,” created to raise awareness and protect trans women in the face of rising hate speech. Although the original message called for female empowerment, the crossover of meanings created a clash of narratives.
Understanding the social context and taking the cultural framework into account is essential. And if misunderstandings still arise, acknowledging a mistake even when there is good intent is an opportunity to demonstrate real commitment. Because on social media, context, agility, and authenticity are not optional.
We are among the protagonists of the 2025 edition of the Effie Awards Colombia, with 16 nominations in 12 categories and 9 campaigns that celebrate the effectiveness of our campaigns in the market. This recognition is a testament to the effort and creativity of our teams, who managed to stand out among the best marketing work in the country.
The recognized cases range from sustained success strategies to real-time actions and influencer marketing, reflecting the versatility of our work for companies such as Alpina, Brinsa, and Bavaria, with iconic brands such as Águila, Yogo Yogo, Bon Yurt, Refisal, and Stella Artois.
We celebrate this recognition in categories such as Sustained Success, Engaged Community, Social Media, Youth Marketing, Promotions, Snacks and Sweets, Experiential Marketing, Real-Time Marketing, Seasonal Marketing, Product Promotions, Influencer Marketing, and Line Extension.
Beyond the numbers, these nominations recognize our teams’ ability to transform creativity into results. The Effie Awards Colombia, organized by the National Association of Advertisers (ANDA) under license from Effie Worldwide, are the leading benchmark for advertising effectiveness in the country.
Congratulations to everyone and good luck on August 28, when the results will be announced.
As part of our regional commitment to connecting creativity, reputation, and marketing, we participated in the Effie Summit Dominican Republic 2025, organized by the Dominican Association of Commercial Communication Companies (ADECC). This forum, which has positioned itself as the most important gathering of the advertising industry in the country, brought together global leaders under the theme “Connecting Strategy, Creativity, and Measurement.”
Mauricio Guerrero, Chief Creative Officer for the Americas, shared a clear vision: bold ideas are the ones that transform. In his speech, he called on the industry to defend its own point of view, execute with agility, and use data not as a brake but as a catalyst for disruptive proposals. “Creativity is not in crisis. What is in crisis is the courage to bet on it,” he said.
During his presentation, Mauricio Guerrero presented the Free the Voices case study, a campaign that illustrates how the intelligent use of data can activate powerful and emotionally connected narratives. He also shared an unprecedented brand perception exercise developed with generative AI, demonstrating the creative potential of this technology applied to branding.
Our participation in forums such as the Effie Summit is part of our commitment to leading strategic thinking in spaces where the future of communication is debated. With more than a decade in the Dominican Republic, we are now a key player in the local ecosystem, accompanying brands that are committed to innovation, purpose, and effectiveness.
Our presence at forums such as the Effie Summit is part of our vision to contribute creative thinking, leadership, and strategic vision to spaces where the future of marketing is defined. With offices in the Dominican Republic for more than a decade, our firm is now a relevant player in the country’s reputation and communication ecosystem, accompanying leading brands in the region.
Climate conversations around the world have long featured both rich debate and cutting condemnations. While fossil fuel companies and industrial manufacturers are prevalent targets, the healthcare sector is gaining prominence in climate health discussions.
With its energy-intensive healthcare facilities and the complex supply chain of goods and services needed to support care, the sector has become a major player in global climate change discussions and a focus for environmental stewardship solutions.
With regulatory and public scrutiny escalating, healthcare companies must recognize dual, potentially competing priorities: healers of both the patients and the planet.
The Current Reality: Healthcare’s Global Environmental Impact
The healthcare sector has a significant global environmental impact, with an estimated climate footprint equivalent to 4.4 percent of global net emissions. As international NGO Health Care Without Harm stated in a 2024 report, “If the health sector were a country, it would be the fifth-largest emitter on the planet.”(1)
The U.S. leads all other countries in greenhouse gas emissions for healthcare, accounting for approximately 25 percent of greenhouse gas healthcare emissions worldwide.(2) The healthcare sector also has an outsize impact within the U.S.: With electricity and natural gas the most-used fuel, it is estimated that U.S. healthcare buildings account for nine percent of all commercial building fuel use – but only represent four percent of all commercial floorspace.(3)
The environmental impact of the healthcare sector affects more than just physical health: It also contributes to the rising cost of care itself.
The estimated health costs of air pollution and climate change surpass $800 billion per year in the U.S. alone, while World Bank estimates put climate change-driven excess health costs in low and middle-income countries to at least $21 trillion by 2050.(4,5)
From increased demand for illnesses requiring emergency department visits and inpatient care to weather-related facility interruptions and lost productivity due to illness, the healthcare sector is increasingly facing environmental conditions that make daily operations more expensive. Healthcare issues related to pollution exposure include cancer, cardiovascular disease, respiratory diseases, neurological diseases, and others, with an estimated 9 million deaths worldwide.(6,7) In an industry striving for value-based care, the financial effects of climate-related health conditions impede progress.(8)
ESG Reporting on the Rise
Increasing regulatory scrutiny around environmental impact adds to the challenge of balancing patient care imperatives with sustainability initiatives. Mandatory ESG performance reporting, regardless of business sector, is a growing global trend, with the EU’s Corporate Sustainability Reporting Directive (CSRD) a prominent example. The law requires EU businesses, including qualifying EU subsidiaries of non-EU companies, to disclose their environmental and social impacts and how ESG-related actions affect their businesses. The U.K., Mexico, China, and multiple other countries have also implemented mandatory reporting legislation.
The regulatory framework in the U.S. is still evolving, and recent U.S. Supreme Court rulings signal an increasingly fragmented compliance landscape and a trend towards limiting federal environmental authority. Though most healthcare companies do not meet the emission levels required for mandatory federal reporting under the EPA’s Greenhouse Gas Reporting Program, they may be subject to provisions in the Clean Air Act and the Resource Conservation and Recovery Act, as well as OSHA standards related to emissions and hazardous waste management. State laws targeting emission continue to vary around the country, but none specifically target hospitals or healthcare systems or directly mandate hospitals to file ESG reports. While some states are advancing mandatory disclosure and climate risk transparency, others have steered away from ESG mandates or even prohibited them in state contracting or investing.
Specific to public companies but worth following for potential implications on the sector at large: the U.S. Securities and Exchange Commission (SEC) 2024 climate disclosure rule. After facing mounting legal challenges, which would have required public companies to disclose certain ESG-related risks to investors, the proposed rule is currently stayed (not enforced). However, healthcare companies are still subject to the SEC’s material risk disclosure requirements.
Escalating Public Interest: Patient, Providers, and Investors
A growing public interest in climate health accompanies this shifting regulatory landscape. Sustainability matters to healthcare stakeholders, from patients and providers to investors. Sixty-one percent of Americans want to learn how to protect their health from adverse climate effects — and 69 percent trust health professionals for climate health information.(9) Healthcare professionals agree. A recent nationwide study of more than 1,000 clinicians found that about four in five clinicians surveyed believe it is important for their hospital to address climate change and that doing so is aligned with their organization’s mission.(10) Moreover, a majority of respondents also said an organization’s environmental impact reduction efforts would play a role in their decision to remain or leave for another organization.(11) As the healthcare sector continues to experience a workforce shortage, these sentiments may begin to matter more than ever before.
Similarly, investor interest in the healthcare sector continues to rise, with ESG expectations growing in tandem. A 2022 report surveying investors in the U.S., UK, and Canada found 81 percent believed companies with strong ESG performance deserve a premium valuation, and 76 percent believed those companies are more resilient in a crisis.(12) While public discourse around climate change has questioned whether ESG interest is a trend or a new societal standard, it is clear healthcare stakeholders are focusing on it nonetheless.
Balancing Patient and Climate Health: Communications as a Competitive Advantage
With costs, outcomes, compliance, and stakeholder sentiment at stake, healthcare leaders are taking steps to lessen environmental impact. They are tackling the challenges from multiple angles, including optimizing supply chains to reduce carbon emissions and transitioning to more energy-efficient systems, technologies, and equipment.
But as they implement operational solutions, healthcare leaders must also confront the parallel challenge: communicating their commitment to judicious environmental stewardship in harmony with patient safety and quality. Leaders who view communication strategies not just as risk mitigation tools but also as strategic growth levers can project a value proposition that resonates with patients, providers, investors, and regulators. The result: building trust, strengthening brand equity, and driving long-term resilience. Some strategies include:
1. Own the narrative with transparent reporting.
Proactive, transparent reporting on emissions, ESG standards, and other environmental impact metrics not only satisfies stakeholders’ interests — it also differentiates companies in the market. Others may report only where regulations require, but healthcare companies that publish results regardless of the law go beyond mere rhetoric about climate health initiatives. They assert their accountability.
However, transparency means little without public understanding. Sustainability initiatives can be based on complex scientific data, so breaking it down for stakeholders in plain language they can comprehend helps ensure it will resonate. Reporting to investors will look different than reporting to the local community; it’s all the same metrics, but take care to refine it into the language your target stakeholders can understand.
2. Signal credibility with voluntary certifications.
Voluntary certifications can also affirm a climate health commitment while providing a strategic framework for implementing environmentally friendly initiatives. Healthcare accreditor The Joint Commission launched its Sustainable Healthcare Certification in 2024 as a way for U.S. hospitals to improve sustainability efforts while gaining public recognition of their commitment. Leadership in Energy and Environmental Design (LEED) and ENERGY STAR certifications also help leaders demonstrate energy efficiencies and cost savings aligned with ESG goals. Healthcare companies that invest in certifications can see the returns both in their bottom lines and in their brand value.
3. Connect climate wins to care outcomes.
Harness the narrative by highlighting leadership in renewable energy as a benefit to individual patient care. Highlight how sustainable practices enhance patient care, positioning investment in environmental impact initiatives as complementary to care, not in competition with it. Humanize the data by showing how the improved air quality from HVAC upgrades eased respiratory issues in patients and staff or how newly designed facilities offer more natural light and green spaces help lower patients’ stress and anxiety. These benefits tie directly to quality measures and patient safety goals, positioning climate action as a lever for delivering high-quality, cost-effective, and person-centered care.
4. Protect trust through honest messaging.
Healthcare leaders must craft messages with an understanding that greenwashing allegations can draw negative media attention and undermine investor confidence, among other consequences. Using public relations or marketing tactics that embellish or mispresent a healthcare company’s commitment to sustainability risks both compromising credibility and violating federal law under the Federal Trade Commission Act. The FTC’s Green Guides can also help avoid misleading environmental claims, offering an audit framework to review communication assets, policies, and processes for indicators of greenwashing. (13)
Further, start with your stakeholders in mind by incorporating data-backed insights that complement factual claims. Understanding audience behavior and feelings, whether through web analytics and social listening tools or via surveys and focus groups, can help ground messages in documented evidence and show what could resonate with audiences.
A focus on data-driven, transparent messaging will demonstrate integrity and authentic commitment without compromising reputation. Healthcare leaders who shepherd their companies through these climate challenges without compromising care can survive. But those who best communicate this progress can build the trust and credibility required to thrive.
(1) Health care’s climate footprint is equivalent to 4.4% of global net emissions
(2) Health Care Pollution And Public Health Damage In The United States: An Update | Health Affairs
(3) Commercial Buildings Energy Consumption Survey (CBECS)
(4) The Costs of Inaction: The Economic Burden of Fossil Fuels and Climate Change on Health in the United States (PDF)
(5) Health and Climate Change
(6) Air Pollution and Your Health
(7) Pollution and health: a progress update
(8) Climate change and health care | Deloitte Insights
(9) Americans Voice a Clear Call for Health Professionals to Lead on Climate
(10) U.S. Health Care Workers Want Their Employers to Address Climate Change
(11) The Commonwealth Fund
(12) 2022 Edelman Trust Barometer
(13). FTC Part 260: Guides for the use of environmental marketing claims
Bridget Haeg
U.S Corporate Affairs Director, Healthcare
In an environment where the boundaries between communication, marketing and public affairs are increasingly blurred, McDonald’s Spain is taking a step forward with a comprehensive brand strategy that breaks down silos and is committed to integration.
McDonald’s Spain has entrusted our team to lead this transformation, seeking cohesive management of its reputation, sustainability and inclusion through its newly created Corporate Impact team. This decision reflects a growing trend in the sector: the need to approach communication from a holistic perspective, where creativity, data and innovation converge to build more authentic and relevant narratives.
The first sign of this collaboration is already visible: the Pride 2025 campaign, where the iconic tune ‘Para pa pa pa pa’ is brought to life through the real voices of those who make up the McDonald’s ecosystem, from employees to suppliers. An action that not only celebrates inclusion, but demonstrates how authenticity has become the new imperative for brands seeking to genuinely connect with their audiences.
This strategic alliance between McDonald’s and us represents a working model that we are likely to see replicated in other large companies: multidisciplinary teams, intensive use of artificial intelligence for decision-making and a vision where reputation is managed as a strategic asset that cuts across the entire organisation.
At a time when consumers demand consistency between what brands say and what they do, this approach could make the difference between those companies that successfully navigate the complexity of the current environment and those that lag behind in a fragmented and reactive communication model.
There are melodies that transcend advertising. They become embedded in the collective memory and, as they evolve, they have the power to rewrite what they represent.
To mark LGTBIQ+ Pride Month, McDonald’s has reinterpreted its most iconic melody in a way never heard before: with the real voices of those who make its day-to-day possible, employees, franchisees, suppliers, and partners, turning it into a choral tribute to inclusion as a living practice, not just a statement of intent.
We have accompanied the brand in this reinterpretation, working together to transform that melody into a reflection of its internal culture and its commitment to inclusion. An initiative that connects with its III Equality Plan and its LGTBIQ+ Plan, highlighting inclusion as one of its active values.
On this occasion, the melody is not only heard: it is felt. Because when a brand decides to speak with the voice of its people, the message sounds clearer, more credible, and deeply human.
You can see (and hear) the campaign here: mcdonalds-parapapapa.es
David González Natal, Partner and Managing Director of LLYC for LATAM North, has been recognized by Forbes Spain in its first Forbes Business Pride Leaders 2025 list.
This selection, published on Pride Day, highlights leaders who are transforming their industries through their commitment to diversity, innovation, and social impact. The list was compiled by experts led by Forbes President and Editor Andrés Rodríguez, with the aim of highlighting role models who are paving the way in different sectors of the business world.
Throughout his career, David has promoted a creative and human vision of communication, leading globally recognized projects focused on diversity and inclusion, such as Free The Voices, Rainbot, Transparentes, Puertas de Esperanza, and Signs of Pride.
This recognition reinforces our commitment to building more inclusive work environments where diverse talent can thrive, and joins the recent recognition by Expansión in Mexico in its 41+1 list, which highlights 42 leaders who openly promote LGBT+ inclusion in the country.
We celebrate this achievement as another step forward in our belief that diversity not only enriches, but transforms.
Attribution Isn’t About Tracking More—It’s About Making Smarter Decisions
In today’s marketing landscape, attribution is no longer just about dividing credit between channels—especially in the digital space. It’s about precisely understanding which elements are actually driving business outcomes. Is the surge in traffic due to a well-executed video campaign, or the result of a tactical promotion that happened to align with a surge in demand?
At this stage, it’s no longer just about metrics. What brands demand today are clarity and confidence: data-backed decisions, justifiable investments, and models that can efficiently replicate success.
That’s where attribution becomes truly valuable—not as a flashy dashboard or another tool in the martech stack, but as a strategic lever to understand what’s happening, and most importantly, why—with real business insight.
Technology Is a Tool—Strategy Is the Driver.
Platforms like Campaign Manager 360 offer high levels of user journey tracking before a conversion. But the real value doesn´t lie in the tool itself, but in the quality of the questions we ask through it. Whether you use a linear, time decay, or position-based model doesn’t matter if you’re unclear on what outcome you’re optimizing for.
Effective attribution relies on a strong foundation:
- Clean, consistent data.
- Properly tagged campaigns.
- Comprehensive mapping of user touchpoints.
With these in place, data becomes a strategic signal—not just a performance report. Because while not everything is about the numbers, without them, navigating the path forward becomes guesswork.
Moving Beyond Last-Click: Measuring Impact, Not Just Visibility
More advanced brands are shifting away from last-click logic and focusing on a more meaningful question: Would this conversion have happened without the campaign?
That’s the essence of incrementality-based attribution. It doesn’t aim to divide credit—it aims to measure causality. In other words, how much of the result can be directly linked to a specific advertising effort?
This approach is especially valuable in low-traceability environments—like Connected TV, certain social formats, or brand awareness campaigns without a direct call to action. These channels often have a real effect, even if it isn’t immediately trackable, and are frequently undervalued if we only focus on what’s measurable.
Building a Reliable Attribution Model in Campaign Manager 360
It all starts with solid, well-organized data. For attribution models to serve as true tools for analysis and decision-making, you need:
- Rigorous campaign tagging (Floodlights, UTMs).
- A consistent naming convention across platforms.
- A stable and well-defined conversion tracking system.
Add complete traceability across channels, formats, and devices, and you have the foundation needed to apply various attribution models—last click, linear, position-based, or Data-Driven Attribution powered by machine learning.
But by 2025, many brands are going beyond the idea of simply “assigning credit.” Instead, they’re aiming for something bigger: demonstrating real business impact. That’s why attribution is evolving into a strategic practice, combining platform-level data with high-level business insights.
Incrementality-Based Attribution: Measuring What Truly Changes Because of the Campaign
This approach starts with a powerful premise: It’s not just about knowing which channels were part of a conversion journey—it’s about understanding whether the conversion would have happened without the campaign.
Unlike traditional models, incremental attribution measures causality. That means pinpointing how much of the outcome is due to the campaign and how much would have occurred naturally.
This is particularly important in today’s marketing environment, where ROI pressure is high, and data traceability is shrinking—especially in hard-to-attribute channels like Connected TV (CTV), upper-funnel formats, or brand-focused campaigns.
Hybrid Models: Merging Digital Attribution with Marketing Mix Modeling (MMM)
Digitally mature brands are adopting hybrid attribution models that combine two powerful approaches:
- The granular, tactical precision of digital attribution.
- The holistic, strategic view of Marketing Mix Modeling (MMM).
MMM has made a comeback thanks to:
- Advances in AI-powered modeling.
- The decline of third-party cookies.
- The growing need to understand the combined effects of multiple variables (channels, pricing, promotions, seasonality, etc.).
How Does the Hybrid Model Work?
We integrate digital and offline campaign data, investment figures, sales channel info, and commercial policies—then cross-reference results from MMM with digital attribution insights. This delivers a complete picture:
- MMM offers macro-level, strategic context.
- Digital attribution provides actionable, channel-level insights.
At LLYC, thanks to our deep experience across industries, we tailor attribution models to fit the unique business context—not just platform defaults—ensuring tangible impact on results.
It’s not about collecting more data. It’s about connecting data intelligently to make better decisions. And today, that’s a real competitive edge.
Free The Voices, our pioneering project developed in collaboration with Monoceros Labs to combat vocal discrimination and promote diversity in the digital environment, has been recognized as one of the “100 Best Ideas” in the awards presented by the supplement Actualidad Económica de El Mundo.
Born out of the exclusion of non-normative voices in artificial intelligence technologies, Free The Voices created the first global repository of diverse synthetic voices, with the collaboration of more than 1,200 LGBTIQ+ people in 12 countries. Through deep learning and acoustic modeling techniques, we developed five unique voices—Libertas, Castor, Fulu, Hatysa, and Vega—in Spanish, English, and Portuguese (European and Brazilian).
These voices are now available to creators, brands, and developers, enabling more inclusive representation in virtual assistants, podcasts, and other digital content. The impact has been remarkable: more than 15,000 audio downloads, 654 media mentions, 99,000 impressions, and 30,000 social media mentions. It has also received multiple awards for its innovative nature and commitment to inclusion.
Powered by Fonos de Monoceros Labs technology and a global communication strategy, Free The Voices not only challenges AI biases, but also sets a new standard for vocal equity in technology.
Being part of this year’s “100 Best Ideas” reaffirms our commitment to purposeful innovation, diversity, and positive transformation of the digital environment.
We were recognized as the Agency of The Year in Public Relations at the 2024–2025 Lusophone Creativity Awards. With a total of 420 points, we earned the top spot in the ranking among agencies from Portuguese-speaking countries: Portugal, Brazil, Angola, Mozambique, and Cape Verde.
This recognition highlights the impact of our work in communication, creativity, and public relations, and strengthens the positioning of our Lisbon office as a benchmark in the industry.
It’s the third time we’ve received this distinction, and it feels just as exciting as the first. Earlier this year, we also brought home two gold awards for projects led from Portugal:
- LLYC 2024 Legislative Study – Public Affairs / Lobby category
- The Return of Financial Communication (XTB) – Media Relations category
Este prémio celebra o talento, a qualidade e a paixão que colocamos em tudo o que fazemos.
Parabéns a todos os que tornaram isto possível!