Multi-specialist with strong corporate and public affairs practices
Founded in 1965, Ulled Communicación is one of the largest independent public relations firm in the Spanish market. The firm offers full-service capabilities, including corporate communications, marketing support, public affairs, internal communications, crisis management, and media training, as well as sponsorship, corporate identity, trade show support and production, but it is probably best known for its work in public affairs and corporate communication. Similarly, it works across multiple industry sectors, with strengths that range across healthcare, biotechnology, financial services, technology and telecommunications, food and beverage, and transportation. In all areas it relies on a strategic approach that values research—including a communications audit if necessary—and evaluation, handled by the firm’s recently formalized analysis department, which tracks changes in perceptions.
The firm recruits from a variety of different backgrounds—including experts in economics, the sciences, and technology—but most of its senior team has experience working for multinational PR firms. In addition to founder Jesús Ulled, that team includes managing director Roberto Abad, who joined in 1997 after spending several years at Shandwick Ibérica; and partners Albert Concepción (director of the Madrid office) and Mercè Moreno (internal communications director. Other key personnel include Rosalía del Río, events manager; corporate communication director César García; Lisbon office director Cristina Ruiz; and Paris office director Christiane Décerle.
The firm has 32 employees, and revenues in 2004 of around €1.5 million, with design (corporate identity, publication and website design), training (especially crisis training), and strategic communications the fastest-growing pieces of the business. Recent wins include Chupa Chups, Corbis, BSCH, Grupo Uniland, EOI, IEDE, Switzerland Cheese Marketing, Colbar-Evolence, and Masai Barefoot Technology.
They join a roster that already included Nestlé, which had worked with Ulled on internal communications for some time and recently added an external corporate communication assignment; Bayer Healthcare, Ryanair; Spanish logistics operator Tradisa; and Panasonic.
The firm has its own offices in Lisbon (clients include Genworth Financial, Monsanto, and Air Berlin) and Paris (serving primarily Spanish companies targeting the French market, although multinationals like Panasonic have taken advantage of the firm’s growing Parisian presence), and works through Eurocom, a network focused on the IT sector, and BBN, an advertising network.