We integrate CHINA and strengthen our creative area

We begin 2026 by consolidating a step we have been building for some time: the reorganization of our creative structure under a single vertical, Creative & Advertising, designed to integrate talent, capabilities, and strategic vision in an increasingly demanding context for brands.

This new vertical brings together the Creative, Client Leadership, Branding & Planning, Social & Influence, Brand PR, and Branded Content teams, and will be led in Europe by Gemma Gutiérrez, Managing Director of Marketing Solutions, alongside Rafa Antón, who continues as Global Creative Director.

In this process, CHINA is definitively integrated into LLYC. This is not a starting point, but rather the formalization of a reality that already existed. Over the last few years, both teams have worked under the same management and philosophy, sharing processes, culture, and creative approach on projects for brands such as Vodafone, Repsol, CaixaBank, Adolfo Domínguez, Solán de Cabras, Mediaset, or IFEMA.

“We are projecting a creative agency of greater size and ambition, capable of combining strategic vision, creative craft, and an integrated offering to help clients increase and protect the value of their brands. The new Creative & Advertising, together with the Deep Learning & AI and Digital Marketing teams, as well as the rest of the LLYC ecosystem, makes us much stronger,” says Gemma Gutiérrez.

For his part, Rafa Antón notes that “the best tribute we can pay to CHINA’s legacy and to everyone who has passed through it is to try to be more ourselves than ever and to continue betting on solid, well-executed work. Bringing together all the creative talent and the perspective provided by the LLYC teams into a single space makes it easier to achieve this.”

Rafa Gil Fuentes and Julio Alonso Caballero will share the executive creative direction of the new structure, and leading the other various verticals of Creative & Advertising will be Mayte Flores (Client Leadership), Patricia Cavada (Branding & Planning), Isis Boet (Social & Influence), and Mónica Acero (Brand PR). Altogether, there are up to 140 professionals across the offices in Madrid, Valencia, Barcelona, and Lisbon.

In total, the Marketing Solutions team at LLYC in Europe consists of 210 professionals across the different areas of Creative & Advertising, Deep Learning & AI, and Digital Marketing.

This reorganization responds to a strategic decision to face a context in which brands need more than just ideas: they need consistency, cultural relevance, measurable impact, and creativity connected with business, technology, and data.

We continue moving forward in that direction.