LLYC appoints Ibo Sanz as Global COO of Marketing Solutions

LLYC has appointed Ibo Sanz as the new Global Chief Operating Officer (COO) of Marketing Solutions. With this new position, the company enhances its ability to support clients through the challenges presented by AI ecosystems and operational excellence. The firm thus consolidates its role as a strategic partner offering scalable solutions and a business vision adapted to the challenges of the next decade.

Since joining LLYC in 2021, Ibo has successfully led the transformation of solutions and the development of the company’s AI business. He will now serve as the bridge between cutting-edge innovation and executive reliability, ensuring that the growth of the Marketing Solutions unit is backed by financial rigor and simplified, effective processes.

“Over the past year, we have observed alongside our clients how their stakeholders‘ decision-making models have changed. Today, we face a hybrid process that combines human thought—both fast and slow—with the artificial brain. The goal now is to scale the success achieved in this ecosystem, transforming our way of working across all our specialties and geographies to multiply our clients’ effectiveness,” says Ibo Sanz.

To achieve this, he will implement a roadmap centered on three strategic pillars that will redefine client service:

• Growth (Dual MarComms Market Strategy): LLYC is evolving its Go-to-Market models to thrive in an environment where consumer decisions begin in both human interactions and AI platforms.
• Margin (Operational Excellence via AI): Implementation of proprietary solutions to optimize the value chain—from research and content creation to compliance—guaranteeing quality and efficiency through technology.
• Organization (Cross-Regional Operating Model): Simplification of the structure to combine local agility with global AI capabilities, ensuring service consistency across all markets.

According to Adolfo Corujo, Global CEO of Marketing Solutions at LLYC: “With this new structure, we are not only simplifying our operations but also positioning ourselves at the forefront of an industry where AI is no longer an extra, but the core of the strategy. Our priority is to be a more integrated and future-oriented organization, capable of delivering measurable impact and constant innovation for our clients.”

Ibo holds a Bachelor of Business Administration from Rotterdam Business School. Additionally, he holds a certification in AI Elements from the University of Helsinki. Before joining LLYC, he accumulated over 20 years of professional experience in the transformation of the telecommunications sector. During his 8 years at Telefónica, he drove the group’s Internet proposal and participated in the process of changing the business model from voice to data. During his 11 years at Vodafone, he led the incorporation of technological solutions and platforms into m-commerce services aimed at their customer base. Furthermore, he was at the leading technology research and advisory firm Gartner, where he worked as a Senior Director Analyst on the impact of technological disruption on the bottom line of companies in various sectors.