Llorente & Cuenca undergoes transformation in Latin leadership

14 November 2018 Authored by Consultancy.lat

Llorente & Cuenca, the leading communications, public relations and management consulting firm in Spain, Portugal & Latin America has announced a series of changes in its management structure. The firm has based the changes – will take effect in January 2019 – on a commitment to maintain focus on the client.

After a successful year in the awards scene across both Europe and Latin America and strong growth across the board, Llorente & Cuenca are shaking up their management structure. In stark contrast to both EY and Deloitte, who have both recently merged their Asia Pacific practices respectively into regional monolithic entities, the Madrid-based consulting firm has announced that it will split operations across Latin America into three regions.

The changes run the lines of two strategic lines, the first of which underlines the whole practice and the second is the new structure of the firm’s Latin American operations. As of January 2019, the firm will have three distinct and separate management structures North Region, Andean Region and South Region.

“Meeting the challenges of growth of our customers requires management closer to the front line of the business, which this new structure will facilitate both in Europe and in Latin America,” said José Antonio Llorente.

Llorente & Cuenca undergoes transformation in Latin leadership

North Region will be comprised of the firm’s offices in Panama, the Dominican Republic, Cuba, Mexico and will be led by Javier Rosado. Rosado will continue his work from the firm’s Panama office as the General Director of Northern Region.

Luis Miguel Peña will combine his position as General Director of Peru but also take the helm of the Andean Region which includes Peru, Ecuador and Colombia. Further to the south, Juan Carlos Gozzer will take on the role of General Director of the Southern Region which includes Brazil, Argentina and Chile.

The new format will allow each separate entity to organize itself in terms of general management structure, finance and talent. By empowering local teams on both local and regional, the firm aims to deliver a more personalised and client focused vibe. At the base of the decision is the ability to return seasoned LL&C professionals to the front line to engage in high priority client management and business development.

Each of the three new regional General Directors will report to Alejandro Romero Paniagua, Managing Partner and CEO for the Americas. Romero – who began his tenure with the firm as an intern in 1996 – and has led the successful expansion of operations into Latin America in five significant corridors; Peru, Argentina, Colombia, Panama and Ecuador.

“Effectively, we are creating our regional locales so that each one is much closer to our clients. We must allow ourselves to offer a better communication service throughout the region,” said Romero Paniagua. 

Furthermore, the firm has announced three more senior moves with Luisa García, Partner, and until now COO Latin America and Arturo Pinedo crossing the Atlantic for a role reporting directly to Founding Partner José Antonio Llorente in Madrid. Adolfo Corujo, will become General Director of Marketing & Business Development, a newly created post based in Latin America, reporting to José Antonio Llorente.


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