1. From communication to reputation

Communication is an increasingly complex process. How can we answer the demand for transparency while simultaneously inspiring confidence? And what role should innovation play in this new scenario?

“We establish relationships between people based on arguments, but transparent ones, where it’s okay to be wrong, where you don’t have to be good at everything. I think that’s what generates trust. In the end, you have to learn from human relations.”

Luisa García, CEO Andean Region


2. The faces of reputation today

In this changing context, communication professionals (consultants, journalists, dircoms, etc.) must evolve. Which skills will make the difference? Where should they focus their efforts?

“The roles of informant and broadcaster have been decisively and definitively taken on by today’s social media users. And that puts us in a completely different paradigm.”

José Antonio Zarzalejos, journalist and member of Advisory Council


3. Communicate by conversing

In its wager on making communications a business necessity, what have the keys for LLORENTE & CUENCA’s model been over its 20 first years?

“We may have started without a strategic vision, taking advantage of business opportunities we could find in the region’s less-mature markets, but we later decided we had to be the number one player and began to take on the bigger and more mature markets as well.”

​Alejandro Romero, Partner and Latin America CEO

See the full Brand Film

“I think society compels us to surpass the limits of what we used to think of when we thought of communication.”

​José Antonio Llorente. President and Founder Partner

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