The Fantastic Pavilion of the Marché du Film at the Cannes Film Festival has been the setting for a very special moment for us: the official presentation of the poster for the 59th edition of the Sitges Festival, developed once again by our creative team.
Ángel Sala and Mònica García i Massagué have unveiled a piece that pays tribute to the 50th anniversary of Carrie, the masterpiece by Brian De Palma based on the novel by Stephen King.
Behind the idea: Horror through a “precious” prism
The conceptual axis of this edition revolves around the 50th anniversary of Carrie, the paradigmatic film by Brian De Palma that defined teenage horror, bullying, and psychic powers in the seventies and eighties.
Breaking away from visual clichés and the purely visceral impact usually associated with the genre, our creative proposal, materialized through the lens of Anne Roig, shows a teenage figure covered in red glitter strips. The design transforms the film’s iconic and bloody climax into a nod full of shine, glamour, and the naivety of those legendary prom nights. This counterposition between the pure and the disturbing elevates the proposal toward a contemporary, sophisticated, and collectible aesthetic field.
A design aligned with the festival’s narrative
The value of cultural marketing lies in its ability to connect visual language with profound debates. Therefore, this visual concept serves as a prelude to the main axes that will drive the event in October 2026: the thematic focus on “evil linked to childhood” (also paying tribute to the half-century of Chicho Ibáñez Serrador’s Who Can Kill a Child?) and the promotion of female creators within the genre through the WomanInFan project.
The magazine Merca2.0 has once again recognized our operation in Mexico as the second-best public relations agency in the country in its 2026 ranking. An acknowledgement that reflects the consistency of our work in one of the region’s most dynamic and competitive markets.
The distinction arrives at a time of profound evolution for the communication industry. Artificial intelligence, audience fragmentation, and the growing convergence among reputation, creativity, marketing, corporate affairs, and technology are redefining the role of public relations and the capabilities that organizations demand.
In parallel, the market has become more complex and demanding. Clients need increasingly integrated solutions to connect with their stakeholders, manage their reputation, and generate impact in environments marked by constant change.
In this context, maintaining our place among the top-rated agencies in Mexico reflects our ability to adapt, evolve, and respond to new market challenges. It also validates a model that integrates communication, creativity, and influence with the potential of data and artificial intelligence to help leaders and organizations grow, protect their business value, and face their most decisive moments with confidence.
This recognition reinforces our commitment to continue developing capabilities that anticipate future needs and to accompany our clients in building stronger relationships, more resilient reputations, and sustainable growth models.
Thanks to our clients, teams, and collaborators for making it possible.
Celebrating 100 years in the market is a milestone, but for Purina Dog Chow® the true challenge of this centennial was to project its leadership into the future through a profound transformation of its portfolio in Colombia. The strategic challenge consisted of translating a century of science into a close, emotional conversation with a real purpose for the country’s families.
In Colombia, more than 60% of households with pets live with a dog, and the vast majority of them are mutts. Despite their popularity, there is a false social perception that, due to their nature, mixed-breed dogs can be fed generically with “anything.” This notion is reinforced by the commercial label of “unknown breed,” a limiting concept that conditions how owners understand their pets’ health.
To break down this bias, LLYC accompanied the brand as an integral strategic partner from creative conception and alliance management to the optimization of the agency and media ecosystem. From this joint effort, #OriGENCriollo was born, a campaign where storytelling and scientific innovation came together to prove that, while the exact origin of a mutt dog may be a mystery, its comprehensive well-being must be approached with nutritional precision.
The great innovation of the project lay in bringing the most advanced science closer to everyday household decisions through an alliance with the BioPetGen laboratory. Through saliva genetic tests, we provided owners with a real tool to decode the DNA of their mixed-breed dogs. By revealing the biological roots of each pet, the campaign delivered evidence of its uniqueness: key data to understand if the dog requires a reinforced high-protein diet due to its energy level, or if it needs a higher fiber intake according to its lifestyle and age.
The execution of the campaign, which documented the genuine reactions of families upon discovering the origin of their companions, confirmed that brand relevance is built on authenticity. #OriGENCriollo not only consolidates Purina Dog Chow®’s legacy, but also sets a new standard for how contemporary branding can solve cultural issues by uniting science, strategy, and creativity under a single promise: “Together we protect what matters.”
The international landscape is reshaping the rules of the game for the corporate environment. After what multiple experts describe as a “lost decade”, a period characterized by political and institutional distancing between Europe and Latin America, we are witnessing a genuine change of cycle. In an interconnected global environment, geopolitics is no longer an external variable, but a determining factor in investment and positioning decisions.
To break down this new scenario and assess its impact on business strategies, the LLYC office in Madrid organized a working breakfast moderated by our partner, Luisa García. The meeting included the participation of Pelayo Castro, diplomat and director for the Americas at the European External Action Service (EEAS), who, together with several of our clients, helped to understand the more strategic context of the new EU-Latin America relationship and to identify the opportunities that are opening up right now on both sides of the Atlantic.
Below, we summarize the three major keys that will define the corporate and institutional agenda in the coming months:
1. The three priorities of Brussels: resources and stability
The European Union faces a stage of redefinition of its strategic alliances. In this context, Latin America and the Caribbean regain a fundamental role in the Brussels agenda, articulated around three urgent objectives:
- Strengthening security and defense against new global threats.
- Guaranteeing stability in its geopolitical neighborhood.
- Diversifying its commercial partners to reduce dependence on competing powers.
This means that Europe is already allocating more resources, attention, and facilities to those projects and investments that connect both regions, something key for the global accounts we manage. The Global Gateway investment strategy in the region, as well as the European boost to the signing of trade agreements, are clear examples of this new space of opportunity.
2. Mexico and Mercosur: windows of opportunity in the commercial field
Geopolitical analysis takes on true meaning when it translates into market and investment dynamics:
- Mexico: The beginning of its new political cycle opens a priority window of opportunity for the internationalization and consolidation of Spanish companies. The North American country actively seeks to expand and diversify its network of commercial partners, offering an ideal ground for long-range projects.
- Mercosur: Despite the technical and political complexity surrounding the ratification of the trade agreement with the EU, the conclusion of the debate is clear. Economic actors need, above all, a predictable and stable regulatory framework that acts as a secure anchor for long-term investment decisions.
3. The regulatory factor: being in Brussels is no longer optional
If one conclusion prevailed during the meeting, it is that Brussels has consolidated its position as a critical center of influence for business. For any Latin American corporation with global ambition or interests in the European continent, structuring a solid institutional presence in the EU capital has ceased to be a secondary alternative.
Having an active presence in the European regulatory core is a business necessity that responds to three competitive advantages:
- Anticipation: Monitoring and understanding legislative developments before their final approval.
- Ethical influence: Participating in a transparent and constructive way in shaping the regulations of the future.
- Strategic defense: Directing defense of corporate interests where policies impacting on a global scale are defined.
In short, this meeting reaffirms our commitment to connecting global trends and geopolitical analysis with business strategy. In today’s market, the ability to decipher the regulatory environment and anticipate the international context is the true engine of business competitiveness.
The SEC’s latest proposal is more than a technical rewrite of securities rules. It’s an effort to lower friction for issuers and make the public markets a more accessible option for companies that may otherwise choose to stay private.
The proposal reforms focus on two core areas: modernizing the registered offering process and simplifying certain public company reporting requirements, particularly for smaller and mid-sized companies. Among other changes, the SEC would expand access to shelf offerings, streamline aspects of the Form S-1 process, extend certain communication and registration flexibilities currently reserved for larger issuers, broaden broker-dealer research coverage, and expand federal preemption in registered offerings. It would also recalibrate public company reporting by raising the large accelerated filer threshold from $700 million to $2 billion, creating a five-year IPO on-ramp for newly public companies, extending scaled disclosure accommodations to a broader universe of issuers, and preserving the SOX 404(b) auditor attestation exemption for non-accelerated filers.
The implications are significant. Companies have long weighed the benefits of public market access against the cost, complexity and scrutiny of operating as a public company. The SEC has noted that public company regulatory requirements have compounded over time, while the number of U.S. public companies has declined – a dynamic that is central to the agency’s stated focus on encouraging more companies to “go and stay public.”
But increased access does not mean decreased scrutiny. If adopted, the proposals may reduce certain regulatory burdens and provide companies with more flexibility, but public market credibility still has to be earned. Investors will continue to expect clean numbers, a disciplined equity story, governance maturity, transparent disclosure and management teams that know how to communicate under pressure.
That distinction is critical for companies evaluating the public markets. IPO readiness is not simply a legal, accounting or filing exercise. It is also a positioning, governance, disclosure and communications exercise. A company may benefit from a more flexible regulatory framework, but it still needs to demonstrate that it is prepared to operate with the discipline, transparency and consistency expected of a public company.
That is where experienced capital markets communications counsel becomes essential. At LLYC, we advise companies through the moments that define public market readiness, helping management teams sharpen their equity story, strengthen disclosure discipline, prepare for investor scrutiny and build the communications infrastructure needed to earn credibility with the market.
From an issuer-readiness perspective, the companies best positioned to benefit will likely be those that use the added flexibility strategically, not as a substitute for preparation, but as a way to enter the public markets with more control, better timing and a stronger long-term capital markets plan.
There is also an important investor-trust dimension. The SEC describes the proposals as preserving investor protections while reducing cost and complexity for issuers. At the same time, Reuters reported that industry groups welcomed the proposals, while investor protection advocates warned that reduced disclosure and oversight could raise transparency concerns or increase misconduct risk. That debate will likely shape the public comment process and underscores why companies should view these reforms through both a capital formation and investor confidence lens.
The takeaway: this proposal signals that the regulatory environment for IPOs and public company reporting may be entering a new phase. For boards, management teams and sponsors evaluating the public markets, the question is no longer just whether the IPO window is open. It is whether the company is prepared to operate in a market where access may become easier, but expectations for credibility, transparency and execution remain high.
These rules are still proposed, with a 60-day public comment period ahead. But the direction of travel is clear: the SEC is actively reconsidering the public company framework, with an emphasis on capital formation, scaled disclosure and expanded flexibility for issuers.
For companies already on the path to an IPO, now is the time to reassess readiness through that lens.
After years of chasing volume, the digital landscape has changed the rules of the game. Visibility has given way to credibility.
The current ecosystem has become dual and complex, caught in a clear tension. On one hand, the technical requirement to optimize data to feed AI algorithms; on the other, the imperative need to connect through human empathy.
In a saturated environment, relevance is no longer an option; it requires methodological rigor, cultural understanding, and the ability to turn every impression into a space of true authenticity.
01. DUAL INFLUENCE: CONQUERING THE AI’S BRAIN AND PEOPLE’S HEARTS
An invisible strategy for machines and a deeply emotional one for audiences
The discovery and sales funnel has incorporated a new player that does not consume, but decides what is consumed: Large Language Models (LLMs). These models are not a final destination, but an intermediary—one that the audience trusts more and more to get recommendations. On this new board, the battle to appear in AI responses redefines corporate strategy. AIs interpret your brand, summarize it, and position it based on the attributes they associate you with, the sources that cite you, and the authority of your digital footprint. We must be aware of the relevance of AI as a method for validating information and, therefore, influencing consumer habits and user opinions.
Today, marketing is inevitably dual: we need structured content to position ourselves in the AI’s “brain,” but also a human approach to keep connecting with whom we want to connect: people. The strategic takeaway is clear: AI discovers you, but humans validate you. While technical optimization ensures that LLMs recommend your brand, endorsement and final conversion will continue to depend on empathy and trust—an exclusively human territory that no avatar or algorithm can replicate.
02. CULTURAL RELEVANCE: ENTERTAIN OR DISAPPEAR
Entertainment is no longer a format; it is the mandatory toll to capture attention
If your brand is not entertaining, it is losing money. In a landscape where 97% of users visit social media looking for entertainment, the premise is clear: either you bring cultural value or you step aside. Cultural relevance consists of making brands part of people’s lives naturally. Large budgets can buy impressions, but if the brand cannot be integrated into meaningful moments, there is no relevance or business. Boring ads cost 27% more to capture attention, while brands like Oura, On Running, and Lego have doubled consumer preference simply by being entertaining.
An exceptional way to achieve this is the creation of shared habits, an approach to gain relevance through ritual design. Brands like KitKat, Corona, Guinness, or Oreo have built their empire on consumption rituals that integrate into daily leisure.
Furthermore, this entertainment finds its ultimate expression in music, which has transformed into the perfect promotional showcase. It is no longer enough to sponsor a festival; now brands like Cupra, Adidas, or Gucci operate as record labels, funding musical careers to break directly into pre-existing and highly loyal communities.
If they want to penetrate culture, brands must be entertainment producers. Connecting through music or their own rituals is no longer a branding option; these are some of the ways for consumers to voluntarily open the doors of their free time to you. And that is quite an achievement.
03. PHYSICAL EXPERIENCES THAT EVOKE ASPIRATION
Faced with digital saturation, the physical becomes the engine of FOMO and a source of recommendation
To dominate the digital conversation, ironically, brands are having to return to the physical world. Generating influence today requires designing hyper-tangible experiences that provoke a genuine reaction (and therefore, shareable) in creators. It is no longer enough to send a product in a pretty box; you have to evoke emotions and convey entire narrative universes through the senses.
We see brilliant examples of this experience designed to make an impact. Overskin, to demonstrate the water resistance of its new mascara, sent creators a book of sad photos so that their own tears would test the cosmetic. In the luxury sector, Miu Miu surprised with the unboxing of its “Fleur de Lait” fragrance, packed in kinetic sand that simulated ice cream and had to be removed with a spoon. And in retail, Fnac L’Illa Barcelona launched GRA, a space that combines specialty coffee and artisanal pastries, transforming the philosophy of traceability and honesty into an in-person experience where culture and leisure are consumed tangibly.
The unboxing or the store visit are no longer logistical processes, but the first act of a content campaign. Material astonishment is the spark that ignites digital FOMO: if you want a creator to talk about you with passion, give them a physical experience they cannot help but share.
04. THE ERA OF MUTANT RESONANCE: HUMAN CODES FOR THE INVISIBLE ALGORITHM
When platforms turn off the visibility tap, credibility becomes the only profitable asset.
The paradigm of influence based purely on volume has collapsed. Platforms like TikTok have stopped giving away reach and views are dropping, adding to the organic stagnation that Instagram has been dragging along. As a direct response, the boosting of influencer content by brands tripled during the past year (data from Primetag and IAB). There was a time when influence was simply a matter of visibility: massive audiences, reach metrics, multiplied impressions. However, in 2026, influence has evolved from the content plan to the media plan.
This drop in organic reach redefines the creator’s role. They are no longer hired to be mere distribution storefronts; they are hired for their authority. Today more than ever, influence is not measured in followers, but in its capacity to generate strategic and cultural relevance. Credibility is not a metric, it is a privilege, and influence cannot be managed through improvisation.
The paradigm shift requires brands to stop buying “gross reach” and start buying “delegated trust.” In this new model, the creator provides legitimacy, community, and the message, while the brand puts in the media investment (boosting) to scale that message further. Activating profiles without community authority, no matter how many followers they have, is a budgetary risk today. a nivel presupuestario.
Discover how Artificial Intelligence and large language models (LLMs) are radically reshaping the economic and institutional reputation of Michigan.
Traditional public relations and reputation management, historically focused solely on influencing human audiences, is facing an irreversible paradigm shift. The rapid adoption of Generative AI and Large Language Models (LLMs) such as ChatGPT, Gemini, Claude, and Perplexity has profoundly transformed how investors, policymakers, executives, and citizens form their perceptions: we have moved from the era of organizations communicating directly with people to an era where organizations must communicate with the machines that mediate how people access reality.
Set against the backdrop of Michigan’s evolving industrial landscape, spanning capital markets, mobility, healthcare, and defense. We systematically audited 192 AI-generated responses to understand how the state’s narrative is being constructed across the public sector, private sector, and its citizens.
The goal? To reveal the invisible, structural biases of AI platforms and determine why these systems project outdated narratives that dictate who gets considered, trusted, or completely overlooked.
What you will find in this report:
- The battle for algorithmic mindshare: Understand why 94.3% of AI responses contain detectable bias, and why algorithms persistently prioritize past events, like Detroit’s 2013 bankruptcy, over the state’s verifiable present-day realities and economic growth.
- The segmented narrative gap: An analysis of why there is no single “Michigan” in AI. Discover how LLMs fragment reality, constructing entirely different stories depending on who is asking, framing mobility as a global leadership race for some, and a risky job transition for others.
- The impact of systemic omissions: Discover how algorithms process missing information and relegate key economic drivers to digital oblivion. Learn why critical assets like the Great Lakes, state pension funds, and minority business ecosystems are structurally excluded from AI’s narrative.
- Dual Marketing and Communication (Content for humans and machines): Practical strategies and technical optimizations from LLYC to bridge the gap between AI myths and your reality. Learn how to move from mere visibility to true discoverability by structuring your data so that LLMs can actually retrieve and interpret it.
- The future of reputation management: An overview of how to build content architectures that align narratives across public and private stakeholders, ensuring your story is prioritized by the AI layer.
If AI cannot find your information, it simply does not exist. Master the answers of tomorrow, today. Access the full study to understand how to compete and position yourself in a landscape where reputation and critical decisions no longer depend solely on human audiences, but also on the algorithms.
The SABRE EMEA Awards brought together some of the most relevant corporate reputation and communications work in the region, recognising projects that are redefining how brands operate in moments of cultural and financial complexity. This year, “Signs of Pride” was recognised as a winner, highlighting the strength and range of our work across societal narratives.
“Signs of Pride” was recognised in Specialist Audience – Multicultural Marketing for bringing activism back to the centre of Pride at a time of growing global pressure on LGBTIQ+ rights. The project revived original protest signs from early marches and returned them to Pride 2025, carried again by both pioneering activists and new generations, creating an intergenerational dialogue around the fragility of rights. With more than 500 participants across the Americas and Europe and amplification through a documentary featuring Ramón Linaza, it combined live action, storytelling, and an open archive to reignite debate on the need to actively defend social progress.
In addition to this recognition, PRovoke Media has recently included us in its list of The 60 Best Agencies in Europe 2026, further reinforcing the consistency and impact of our work across the region.
In a context like the SABRE EMEA Awards, where corporate reputation work is increasingly judged by its ability to move between culture, society, and markets, both cases stand out as examples of how communications can shape meaning beyond traditional narratives—where relevance, responsibility, and impact define reputation.
Congratulations to all the teams and collaborators who made these projects possible.
Discover how Artificial Intelligence and new algorithms are redefining the patient journey in the weight loss pen market.
Traditional pharmaceutical marketing, historically focused on classic SEO and link ranking in search engines, is facing an irreversible paradigm shift. The rapid adoption of Large Language Models (LLMs)—such as ChatGPT, Gemini, and Claude—has profoundly transformed the doctor and patient journey: we have moved from the era of searching for information (Search) to the era of consuming direct answers (Answer).
Set against the backdrop of the highly competitive Brazilian market for injectable weight loss therapies (GLP-1)—where search volume for “weight loss pens” has already surpassed that of “diets”—we analyzed over 555,000 algorithmic mentions.
The goal? To reveal the invisible rules that determine which brands AI decides to recommend and which are summarily relegated to digital oblivion.
What you will find in this report:
- The battle for algorithmic mindshare: Understand why artificial intelligence tools prioritize scientific evidence and active ingredients over traditional brand marketing.
- The real-time visibility gap: An analysis of how leading molecules, such as Semaglutide and Tirzepatide, dominate AI responses, and how pharmaceutical labs are racing to capture this semantic space.
- The impact of off-label use and unregulated brands: Discover how algorithms process and evaluate real market perception, off-label prescriptions, and regulatory health alerts.
- Dual Marketing and Communication (Content for humans and machines): Practical strategies and technical optimizations to make your digital ecosystem visible and attractive to LLMs.
- The future of the market toward 2030: An overview of the arrival of fifth-generation therapies and upcoming oral solutions poised to revolutionize the industry.
If AI doesn’t recommend your brand, you simply don’t exist. Master the answers of tomorrow, today. Access the full study to understand how to compete and position yourself in a market where decisions no longer depend solely on the doctor or the patient, but also on the algorithms.
Historically, the link between the Latin American business fabric and the European Union has been limited to a merely transactional and goods-export perspective. However, given the escalation of trade frictions between the powers of China and the United States, the European Union emerges as an ally of notable stability and strategic attractiveness for Latin American corporations.
This strategic repositioning does not occur in a vacuum. Since 2023, the EU-Latin America relationship has been experiencing a moment of structural reinforcement for various reasons. First, the EU’s Global Gateway investment initiative seeks to mobilize 45 billion euros destined for infrastructure, energy, digitalization, and supply chains in the region. Second, thanks to progress in the EU-Mercosur Association Agreement —after more than two decades of negotiations— a combined market of over 700 million people is opening up. Third, the new EU-CELAC Strategic Agenda, driven at the summits of July 2023 in Brussels and November 2025, consolidates a partnership framework that goes beyond trade to encompass critical value chains.
This strategic framework offers concrete opportunities both for Latin American companies seeking European access and financing, and for European corporations that need reliable suppliers of critical minerals, food, and renewable energy. It is, therefore, a relationship of mutual interdependence, not one of unilateral dependence.
In this context and faced with a global geopolitical situation marked by constant unpredictability, the European single market —with a base of nearly 450 million users— provides an ecosystem of legal certainty and stability. Added to this are other top-tier assets: a market size that makes it the largest trading bloc in the world by import volume; a diversified and sophisticated demand, willing to pay a premium for quality, traceability, and sustainability; and the ability to set global standards that third countries later adopt.
Brussels as a Regulatory Prescriber
The structural influence of the European Union resides in its capacity to export its regulatory framework and convert it into the de facto standard at an international level. This regulatory leadership exerts direct normative traction on non-EU legislation, forcing various global value chains to standardize their operations with strict European standards in critical ecosystems such as the data economy, sustainability, agrifood traceability, and health safety.
In Latin America, this is especially relevant in sectors with high exposure to European regulations. For example, in agribusiness (Brazil, Colombia, and Peru), the Deforestation Regulation (EUDR) requires traceability of the entire supply chain for soy, beef, cocoa, coffee, and palm oil. In mining (Chile, Peru, Mexico), the Critical Raw Materials Regulation (CRM) and CBAM impose carbon footprint and due diligence standards that redefine export competitiveness. In energy (Brazil and Mexico), green hydrogen regulations and renewable energy purchase agreements determine who will have preferential access to European financing. Likewise, the early adoption of these standards results in a structural condition to compete on a global scale. Thus, the interest for Latin American companies is not only a matter of questioning whether European regulation will affect their value chains, but of managing to influence its formulation to avoid negative impacts on their business models.
The President of the European Commission, Ursula Von Der Leyen, describes the alliance between the EU and Latin America and the Caribbean as a partnership of choice, giving prevalence to investments in energy sectors and green transition, critical raw materials, digital infrastructure, and logistics.
In this sense, specific sector interests define Latin America’s competitive advantage over Europe: the EU needs to diversify its supply chains for critical minerals —Chilean lithium, Peruvian copper, Brazilian niobium—, guarantee the supply of proteins (soy, beef, seafood) with price stability and sanitary conditions, and secure additional sources of energy aligned with its climate goals.
This dependence can be a powerful negotiating lever for Latin American companies before Brussels.
These synergies have generated an openness in European institutions, which today sit at the table with corporate allies that offer institutional certainty and stability in their operations—all this within their de-risking strategy with respect to China and the USA. This opens the door for Latin American companies in the agrifood, mining, and energy sectors to transcend the mere role of raw material supplier and become a relevant partner for the growth and stability of the European market.
The Cost of Inaction: A Representative Void
The logic of the institutional influence space in Brussels implies that those who do not participate in the conversation end up assuming the rules that others design. Currently, while environmental and social activism focused on Latin America —organizations such as Amazon Watch, Global Witness, or Greenpeace— and different European interests actively occupy dialogue spaces, the Latin American private enterprise maintains a spectator stance, being practically absent from the discussions where its commercial future is decided.
The magnitude of this void is exposed when analyzing official figures. According to the European Union Transparency Register, of the approximately 12,500 corporations and business associations accredited to influence the EU legislative process, those of Latin American origin do not even reach 1% of the total. Even more revealing is that, within that tiny proportion, more than 80% corresponds to non-profit organizations advocating for environmental and social interests in the region.
This asymmetry in representation has direct operational consequences. By delegating the regional narrative exclusively to third-sector actors or European competitors, Latin American corporations allow regulations to be drafted without considering the technical, logistical realities and the times of the industry in Latin America. When the corporate voice is not at the table, regulations tend to generate artificial barriers to entry, loss of competitiveness, and compliance overcosts.
Maintaining this absence compromises the competitiveness of any Latin American company with global projection. The Latin American private sector must integrate European public advocacy into its business model, deploying a structured and professionalized European Affairs strategy in Brussels. Through a direct and specialized dialogue with European regulators, companies in the region can convert the EU legislative agenda into a business accelerator, preventing it from transforming into an operational barrier to their transnational expansion.
What Brussels Demands from Latin American Corporate Leaders
To move from observation to influence, Latin American companies need to execute a highly professionalized European Affairs strategy. Those who manage to anticipate and successfully position themselves in the EU capital master three key fronts:
- Early advocacy in the legislative cycle. The EU institutional ecosystem enables mechanisms for consultation and direct dialogue to calibrate regulatory impact, but their activation requires high technical sophistication and procedural rigor. Top management must guarantee the structured participation of their company in the preparatory phase and in the first reading: from the Commission’s public consultations to the technical work in the European Parliament committees and the Council working groups. These are the critical milestones where it is still feasible to introduce substantive amendments to the design of the rule. This proactive positioning is vital to ensure that European legislation takes into account the operational realities and times of the Latin American industry. Trying to influence a consolidated text is equivalent to operating under a regulatory framework already imposed and ceding competitiveness to third parties.
- Alignment of the corporate narrative with the European geopolitical agenda. Operational excellence does not mechanically translate into political or reputational capital. The true challenge consists of decoding the European community ecosystem and integrating the reality of the company into the dialectic of Brussels. Latin American companies must sophisticate their institutional positioning, demonstrating with technical solidity how their value chains contribute to the geostrategic priorities of the European Union, such as supply autonomy, security, and the ecological transition. This takes into account, for example, that the EU imports 78% of its lithium and 85% of niobium from countries like Chile and Brazil.
Conclusion: Constant Influence as a Strategic Asset
Positioning oneself before the European institutional ecosystem demands the same level of rigor, consistency, and transparency as listing on international financial markets. Therefore, Latin American top management must deploy an agile relational intelligence: constantly map decision-makers, renew strategic alliances, and position the structural value of their companies and sectors before legislators.
Large political agreements between Latin America and Europe open doors, but they do not automatically protect the interests of a company. Although international summits set the general agenda, the true defense of the business occurs before and after the official photos. For Latin American corporations, these moments of maximum political attention should not be seen as a mere diplomatic formality, but as the ideal platform to place their key messages and operational needs on the radar of European regulators.
Navigating the complexity of this ecosystem requires a specialized Corporate Affairs architecture, capable of translating the regulatory labyrinth of Brussels into direct competitive advantages. Without a sustained influence strategy that anticipates political cycles and translates operational reality to the regulator, Latin American companies will remain relegated to the position of spectators while third parties dictate the future of their markets.