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José Antonio Llorente

José Antonio dreamed of building a company that not only transformed businesses but also changed lives, leaving a lasting impact on everyone who is or has been part of LLYC

José Antonio Llorente or JALL— as the LLYC team knew him— is more than just a communications leader in Spain: he is a pioneer in the sector, a symbol of entrepreneurship, a lover of contemporary art, and an avid innovator. Passionate about journalism and a committed colleague in every sense. Here, we pay tribute to our Founder, a leader who has transcended through his vision and authenticity.

A TRANSFORMATIONAL LEADER

In 1995, he founded LLYC and realized his vision of a company of client-centric working partners obsessed with innovation and dedicated to developing careers for top talent.

Thanks to his drive and dedication, LLYC quickly became a reference for communications, marketing, and public affairs in Spain, Portugal, Latin America, and the United States. Today, José Antonio Llorente’s project has evolved into a global Marketing + Corporate Affairs firm, made up of over 1,300 professionals, and is considered one of the 35 most important firms in the world.

A BOLD VISION

“In five years, we’ll be doing things we can’t even imagine today.” José Antonio envisioned LLYC as a partnership model listed on BME Growth, complemented by strong corporate governance.

His vision led him to become a trailblazer in Latin America, harnessing the Spanish language as a unifying element with the power to open new business territories. Later, he ventured into the industry’s largest market, the United States, marking a new milestone for the company. To ensure a successful entry, the firm adapted and officially changed its name. In 2019, LLORENTE & CUENCA rebranded as LLYC, moving away from its founder’s surname to adopt a more practical and internationally adaptable name that is flexible in multiple languages. This territorial expansion solidified LLYC’s ‘glocal’ approach, working with local experts under one global brand.

His ability to anticipate industry changes positioned the company as an innovation leader in communications, marketing, and public affairs. As a visionary leader, José Antonio guided us toward the future, understanding the transformative power of technology before many others.

A VOICE THAT INSPIRES

Here, we collected some of José Antonio’s phrases and teachings. Words that remain a source of inspiration.

His vision, approach to communication, and commitment to society are an essential part of his legacy.

This way, we remember him and ensure his teachings continue to transform those who, like him, believe in the power of communication to build a better world.

EXCELLENCE

‘There’s still so much to do—the road to perfection never ends’

BEING BOLD

‘Cutting corners costs twice as much effort as doing things right from the start. Get it right the first time, and there’s no need to do it twice’

UNITY

‘We aim to create a better society through honest, smart, effective, and innovative communication’

TRIBUTE TO JOSÉ ANTONIO LLORENTE

Tribute| January 24, 20
In an emotional ceremony in Madrid at the Museo Reina Sofía, more than 300 friends, family, and colleagues paid tribute to JALL in an event that celebrated his passions and his vision of a better world.

We embarked on a journey through the themes that most fascinated our founder, from his passion for creativity, journalism, politics, business, and innovation to his love for contemporary art. His legacy will continue to resonate within LLYC and constantly drive us to improve, challenge ourselves, and push beyond our limits every day.

  • José Antonio, affectionately known as JALL by the entire LLYC team, leaves us with a significant legacy that we must nurture and develop. Those of us who had the immense fortune of knowing him, working alongside him, and learning from him will always be grateful for his generosity, audacity, brilliance, and, most importantly, his kindness.

    ALEJANDRO ROMERO

    PARTNER AND GLOBAL CEO

  • José Antonio Llorente was a visionary in communication and public affairs, a great entrepreneur, an extraordinary friend, and, above all, an incredibly generous person. That’s why he was a great leader, and we will miss him deeply while we continue to grow his legacy.

    LUISA GARCÍA

    COO GLOBAL

  • Above all, he was an architect of leaders. He had a remarkable gift for nurturing talent and was a passionate advocate for shared dreams.

    Luis Miguel Peña

    PARTNER AND CEO OF EUROPE

HIS BOLD VISION HAS LEFT A LASTING MARK

  • Author of The Eighth Sense, an essay on the relevance of communication in 21st-century society. The work was recognized as the Best Business Book at the 2016 International Business Awards.

  • Member of the Arthur W. Page Society, the leading global association for senior communication professionals.

  • The first professional of Spanish origin to receive the SABRE Award for Outstanding Individual Achievement, awarded by PRovoke.

  • Named Distinguished Alumnus by the Universidad Complutense de Madrid.

  • Listed among the 50 most influential Spanish figures in communication by the Merca2 group.

  • Chosen by The Holmes Report as one of the top 15 communication and marketing professionals (2015).

  • Recognized with two silver medals as Communication Executive of the Year at the 2015 International Business Awards.

  • Awarded as Distinguished Partner of the Year by the National Federation of Consulting, Services, Offices, and Firms Associations (FENAC) in recognition of his professional and business career at the helm of LLYC (2014).

  • Served on the Advisory Board of the Human Age Institute, Spain’s largest talent initiative.

  • Board member of the Euroamerica Foundation and the Board of Directors of the Spanish Association of Minority Shareholders of Listed Companies (AEMEC).

  • Member of the Advisory Board of the Small Business Committee of the Spanish Confederation of Small and Medium Enterprises and on the Board of Directors of the Association of Communication Firms in Spain.

  • Trustee of the Museo del Barrio in New York.

  • Member of the International Fundraising Council of the Museo Reina Sofía Foundation.

  • Member of the Advisory Board of the ARCO Foundation.