LLYC acquires Mexican firm BESO to strengthen its Deep Digital Business and Creativity services

LLYC takes another step forward in its growth strategy with the acquisition of 75% of the Mexican agency BESO for 8.4 million dollars. The final price is subject to results between 2021 to 2024. As a result of this acquisition, the communication and public affairs consultancy firm triples its size in the country, becomes the market leader and strengthens its commitment to the field of Deep Digital Business. Its data analytics, deep learning, influence and online marketing services will converge to contribute to the transformation and growth of company businesses that seek to harness all the advantages of the new digital disruption.

BESO is a creative data-predictive agency, the successful project of its two founding partners – José Beker and Federico Isuani – who will continue to hold a stake and lead the company’s business. They will join LLYC’s global DDB team, headed by Adolfo Corujo, Partner and Chief Strategy & Innovation Officer, and will take part at different levels of the structure and functioning of the business in the Americas.

BESO is considered one of the most important independent firms on the American continent. It has been acknowledged as the most effective firm in Mexico and ranked 14th in the world, according to the EFFIE Index 2020 Ranking. It has a team of 160 collaborators.

The acquisition of BESO by LLYC thus creates a giant communication consultancy firm in this market, with total income of some 19 million euros (12 million in income from fees), a workforce of close to 250 professionals and a portfolio of solutions and services that offers strategy and creativity based on technologies for communication, marketing and the public affairs needs of its clients.

Complementary nature

BESO and LLYC bring together two complementary approaches in the strategic, technological and creativity vision of the business. The capabilities of BESO enhance LLYC’s value proposal, allowing it to offer its clients creativity and an implementation capacity based on artificial intelligence tools and techniques. In the current context, the emotional connection between brands and the people that matter to them is more important than ever. The key to finding what is successful revolves around the smart exploitation of technology and data.

For José Antonio Llorente, Founding Partner and Chairman of LLYC, “the acquisition of BESO is another decisive step forward in our growth strategy, and in the commitment LLYC makes to our clients: creativity, technology and innovation. BESO provides us with value added and shares the same entrepreneurial DNA as us.

This operation allows us to take a fundamental and qualitative leap to extend LLYC’s Deep Digital Business. With its experience in data-predictive creativity and its capabilities for definition and implementation through the Digital Command Centers deployed for leading brands, our proposal to accompany the digital journey of all our clients is complemented,¨stresses Adolfo Corujo, Partner and Chief Strategy & Innovation Officer.

Growth Plan

The acquisition of BESO is framed within LLYC’s ambitious project, through which the firm seeks to double its size over the next five years. To this end, the consultancy firm has embarked on a selective plan to buy up companies that operate in key areas (creativity, innovation and technology) or in strategic markets (Spain, Mexico and Brazil).

The acquisition of BESO is the third such operation in 2021. The previous ones were the acquisition of the digital marketing firm APACHE and of the advertising agency CHINA. Over the last five years, the firm has completed the integration of Impossible Tellers (Spain, 2015), S/A Comunicaçao (Brazil, 2015), EDF (United States 2015), Arenalia, Diplolicy (Spain, 2018) and Factor C (Chile, 2020).

About BESO

BESO was founded in 2014 based on the collaboration of the two agencies of its founders – Beker and Socialand.

This is a creative data-predictive agency that has revolutionized advertising by placing technology and data at the very heart of the creative and strategic process to maximize its clients’ results.

It has extensive experience in providing strategy, enlargement and intelligence and all-line consultancy services. Noteworthy among its value proposal are innovative solutions that range from creative inspiration based on Deep Learning to consultancy services to implement Digital Command Centers.

It has been acknowledged as one of the leading independent agencies in the Latin American market and has been recognized as the most effective agency in Mexico, the fourth in the region and the 14th globally, according to the EFFIE Index 2020 Ranking.