New leadership for our Madrid office: Luis Guerricagoitia takes on the challenge

We are taking a key step in our business strategy with the appointment of Luis Guerricagoitia as the new Managing Partner of our Madrid office, who assumes responsibility for the company’s primary operation in terms of both revenue volume and number of professionals.

This move responds to our new 2026-2027 Strategic Plan, through which we are committed to positioning top-tier talent at the forefront of the business to enhance our value proposition, address our clients’ major challenges, and strengthen strategic guidance for companies during their “moments of truth.”

With over 15 years of experience in reputation management, M&A, and regulated sectors, Guerricagoitia will report directly to Jorge López-Zafra and Gemma Gutiérrez, Managing Directors for Spain and Brussels. From his new position, he will focus his efforts on leading major clients and projects, as well as positioning the Madrid operation and our professionals as go-to partners for the most decisive corporate situations.

Experience in transactions and regulated sectors

Luis Guerricagoitia brings extensive experience in strategic communication. During his career at LLYC, he has led two of the highest-volume practice areas: Financial Communication and Public Affairs. Specialized in regulated sectors, he has led our teams through the main corporate and M&A transactions that have taken place in Spain in recent years, including the defense of Banco Sabadell against BBVA’s hostile takeover bid, the merger between CaixaBank and Bankia, the acquisition of Vodafone Spain by Zegona, the purchase of Liberty Seguros by Generali, and the takeover bid by Siemens Energy for Siemens Gamesa.

Prior to joining our organization, he worked as an auditor at PwC and was part of the communication teams at the National Securities Market Commission (CNMV) and ING Spain. He holds a Bachelor’s degree in Business Administration and Management from the University of Deusto.

Continuity, growth, and collaboration

For Luis Guerricagoitia, new Managing Partner in Madrid: “It is a source of pride to take on the leadership of the Madrid office in this new stage and to continue guiding our clients through their moments of truth. We have the team, the capabilities, and the experience to anticipate the needs of companies in an increasingly dynamic and demanding environment.”

“Luis brings proven solidity, expert judgment, and strategic vision to continue driving the leadership of our Madrid office. His appointment is a natural step that recognizes his trajectory and real ability to drive impact in high-value projects,” states Jorge López-Zafra, Managing Director for Spain and Brussels.

Likewise, Gemma Gutiérrez, Managing Director for Spain and Brussels, highlighted the strategic value of the appointment: “Luis’s arrival at the office’s leadership will reinforce the reach and positioning of Madrid as an essential engine of our group in Spain and Brussels.”