MADRID — Llorente & Cuenca has rebranded as LLYC and unveiled a new visual identity and value proposition.

The rebranding is the latest move in the restructuring of the firm, which recently reported global revenue of $43.3m and announced plans to expand further across the US and South America. In November, it hired former Burson-Marsteller US chief Mike Fernandez to run its US operations.

LLYC says its new 'Anticipate: Embrace Disruption' proposition describes how it is evolving to anticipate the challenges posed by an uncertain environment, and how organisations can “harness opportunities and minimise risks associated with the disruption inherent to our interactions in an ever-changing world.”

The new proposition includes the integration of two Llorente & Cuenca subsidiary companies, content creation agency Impossible Tellers and PR and events company Arenalia. Impossible Tellers becomes LLYC’s Creative Studio, offering graphic design, production and audiovisual consultancy, while Arenalia, whose team in Barcelona is led by partner Oscar Iniesta, will form a new consumer lifestyle division.

Jose Antonio Llorente, founding partner and chairman, said: "Since Llorente & Cuenca was founded in 1995, we have never stopped evolving and seeking to position ourselves as the communications and public affairs consulting firm our clients need.

“As our clients, the market and our sector are currently undergoing a series of far-reaching changes, we needed to reflect on whether we were best-placed to continue our work as an irreplaceable brand. The result is a value proposition much more in line with this disruptive context, one that puts us ahead of the curve to offer the best solutions to challenges our clients face. Anticipation is the answer.”

LLYC has 16 offices in 13 countries: Argentina, Brazil (Sao Paulo and Rio de Janeiro), Chile, Colombia, the Dominican Republic, Ecuador, Mexico, Panama, Peru, Portugal, Spain (Madrid and Barcelona) and the United States (Miami, New York and Washington, DC).