LLYC

FORBES Special: CEO Challenges in 2019. Communication as the key to success.

Challenge

The goal was to position LLYC at the forefront of professional services in a complex world constantly in flux, with a focus on how our CEO can share our vision of communication as the key to success with the business and corporate sector.

To achieve our objective, we followed a Branded Content strategy, making ourselves and our mission known so we could establish a trusting relationship with our client. For this initiative, we chose FORBES magazine, as it is considered a reference in the Spanish business sector. A special edition, titled "CEO Challenges in 2019. Communication as the key to success," was developed within the framework of the June edition. The material included reports on each of the 5 keys at the center of our new value proposition—Storydoing, People, Technology & Transmedia, Liquidity and Ethics—as well as comments from our senior professionals.

Impact.

As part of the strategy, 30,000 copies were distributed as inserts in FORBES' June edition. The magazine was then distributed through its regular points of sale and subscriptions, as well as by direct mailing to our main stakeholders in Spain and Latin America, including clients, CEOs, Dircoms and business schools. In addition, a digital archive was created to ensure the content's longevity and reach. We were able to provide (primarily Spanish) businesspeople with useful references for their company strategies and help interpreting today's context, as well as position our firm as creators of relevant Branded Content.

"The predominant content channel in yesterday's world was the news, but today, it is stories, and the format must be transmedia. Changing our story seems as though it would be easier, but it's now more difficult than ever. Creating content is easy, but making it successful—and successful in a saturated context—is very complicated."

José Antonio Llorente
Founding Partner and President of LLYC

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