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Consumer Engagement 4 Feb 2021



The impact of COVID-19 heralds a 2021 consumption model influenced by emotional and organizational stress. The trauma caused by the pandemic and its transformational power over factors the population considers priorities will put the “emotion economy” front-and-center in brand relationships more than ever before. At the same time, and in conjunction with the forced process of digitalization taking place in many areas, organizational consumption logistics will also change in response to the requirement to react swiftly to new consumer needs.

The emotional stress stemming from the pandemic, which the world has been living through for many months, will mean empathy will be a key brand personality trait. The insecurity and uncertainty we are experiencing will also mean these key issues include a need for homes to be perceived as safe and healthy places, and the products and services offered must be simplified. Furthermore, the taboo around mental health will continue to fade, making it easier for brands to participate in these types of social conversations.

In terms of the logistics behind how we consume, the shift toward new city models will be joined by strong growth in activism in favor of local consumption. All this will take place within a context of desynchronized consumption, since more people will be working from home and e-commerce is growing. This will force many brands to reconsider their retail strategies and/or advertising schedules. Moreover, two phenomena that might seem contradictory will, in fact, complement one another: The expanding cancel culture, which is tied to boycotts of brands that conflict with certain communities’ values; and the predominant role of accessibility, stemming from the economic needs of today’s reality.

More than ever, creativity is becoming a key factor in transforming a scenario of risk and instability into one full of opportunities for consumer-brand relationships.

Just as our Consumer Engagement experts analysed the Consumer Trends 2020, we invite you to read the full Consumer Trends 2021 report.

David González Natal
Partner and Senior Director of Engagement at LLYC
David González Natal has made constant progress since his career began at LLYC in 2014, holding positions of responsibility in which he has demonstrated his talent in his management of work groups and customers. He is presently senior director and global leader of the department, where he coordinates eight markets: Spain, Portugal, Colombia, Argentina, Mexico, Peru, Brazil and Panama. He has overseen flagship projects of Coca-Cola, Campofrío, Telefónica, BBVA, Multiópticas and Gonvarri that were chosen for over 70 domestic and international awards for communication, creativity and marketing. He holds a degree in journalism from the Complutense University of Madrid and he completed the Global CCO program of ESADE. He has professional experience in the media, working at El Mundo and Cadena Ser. He is part of the Press department of Círculo de Bellas Artes of Madrid, and he is chief coordinator for the agency Actúa Comunicación. He also teaches storytelling and brand strategy at several universities and business schools, including Esade, IE and Carlos III.
Carlos Llanos
Managing Director at LLYC in Ecuador
Llanos holds a Master in Marketing and Commercial Management from the Universidad del Pacífico and a Degree in Information Sciences specializing in Journalism from the University of Piura. He has over 17 years’ experience as a consultant, during which time he has designed and developed communication strategies in the areas of finance, technology, mining, energy and hydrocarbons, mass consumption, professional services, tourism, construction and infrastructure, health and beauty, telecoms, entertainment and more. During his time with LLYC Peru, Carlos has managed Consumer Engagement initiatives and projects for clients like Backus AB InBev, BELCORP, Ésika, Huawei, McDonald’s and Saga Falabella among others.
Alejandra Aljure
Director of the Consumer Engagement area at LLYC in Colombia
Aljure is a social communicator with an emphasis in organizational communication and public relations from the Pontifical Xavierian University, along with a specialization in public policies and development from the University of los Andes. For three years, she led brand positioning and crisis management projects in the technology, air, retail, pharmaceutical, and food sectors at various communication consulting firms. Furthermore, she worked in the Corporate Affairs area of LATAM Airlines for three years. At LLYC, she has led projects with brands such as TigoUne, Maggi, Jerónimo Martins, Primax and TDT.
Alejandro Martínez
Director of the Consumer Engagement and Digital areas at LLYC in Argentina
Martinez is an expert consultant in branding and digital strategies. He is a marketing graduate from the University of Business and Social Sciences with a certification in digital marketing from Digital House. He has worked with many multinational companies and directed more than 50 projects in marketing and advertising agencies. He has over 15 years of experience managing and developing strategies for corporate and mass consumption accounts, as well as leading branding and digital transformation projects. In 2013, Google awarded one of his projects for its success and, in 2017, he was involved in the development of an app that had a tremendous impact in Argentina (it was the most downloaded app of the week).
Diego Olavarría
Director of Digital and Consumer Engagement
He studied journalism at Mackenzie Presbyterian University and worked for six years in television with the Bandeirantes de Comunicação Group, one of the biggest media conglomerates in Brazil. Before joining LLYC, he was one of the heads of digital communication for the Government of the State of São Paulo and the State Department of Education. Since then he has developed and executed communication and marketing projects for clients such as Amazon Web Services, Hilton, Emirates, Everis, Natura, Light Energia, Sonae Sierra Brazil, Boeing, Demarest, ABB, Eicon and EDP, among others.
Marlene Gaspar
Director of the Consumer Engagement area at LLYC in Portugal
She has worked in several different business sectors including banking, distribution, the auto industry, retail, telecommunications, transport and services. She has over 15 years’ professional experience managing communication for brands within multinational advertising firms like Grey, Leo Burnett, Lintas and Young & Rubicam. She also set up a project to create local content: Lisbon South Bay, a blog dedicated to life on the south bank of the Tagus River. Marlene holds a degree in Public Relations and Advertising from the Instituto Superior Novas Profissões and a Postgraduate in Marking and International Business from INDEG-ISCTE.
Jon Pérez Urbelz
Director of the Consumer Engagement area at LLYC in Ecuador
Perez earned a journalism degree from the University of Navarra and holds a master’s degree in political and institutional communications from the University of Navarra and George Washington University. He has more than 10 years of communications experience, mainly in the legal sector, where he worked in corporate, online, internal and crisis communications. He is also specialized in employer branding and employee engagement projects.
Guillermo Lecumberri
Director of the Consumer Engagement area at LLYC in Spain
Guillermo Lecumberri holds a degree in Advertising and Public Relations from the Complutense University of Madrid and has a Master’s degree in Marketing and Sales from ESADE. Additionally, he collaborates in training and education programmes at the Complutense University, Atomic Garden or the Garrigues School of Business. He joined LLYC in 2019, and previously was the Director of Client Services at La Despensa Ingredientes Creativos. He was also the Digital Manager during his time at Innocean Worldwide and was the digital Planner at FCB. During his professional career he developed projects with prestigious brands such as MINI, Beefeater, Microsoft, Corona, Schweppes, Hyundai and Burger King.
Hugo Valdez Padilla
Director of the Consumer Engagement area at LLYC in Mexico
Valdez has a degree in Communication Sciences from the Instituto Tecnológico y de Estudios Superiores de Monterrey and has taken courses of documentaries production at the University of la Havana, as well as marketing, advertising and public relations at the Universidad Pontificia Comillas. Valdez counts with 16 years of experience as a consultant in communication and building brands for more than 10 industries and 30 brands and recognized institutions such as AVON, Beam Global, Gatorade, Lilly-ICOS, the Ministry of Tourism of Quebec, Purina, Saks Fifth Ave., Whirlpool, Wilson Sports and Energizer for whom he won recognition by the IAB Mexico in the category of corporate social responsibility campaign. On the other hand, Valdez served as the Director of Public Relations for Vice Mexico and was the Marketing and Public Relations Director of Silent Circle in Latin America.
Catalina Agudelo
A journalist trained in digital and fashion marketing, Catalina Agudelo has 13 years of experience in the lifestyle and consumer areas. Since 2006, she has worked for various consultancies developing communication strategies with a focus on media campaigns, influencers, events, sponsorships and content creation. She has worked with brands such as Cointreau, Fjällräven, Gin MG, Jägermeister, Scotch & Soda, Skullcandy and Vans, among others.  Before becoming a communications and public relations consultant, she served as the editor-in-chief of an independent trend magazine for 3 years and worked as a copywriter for advertising agencies.
Guillermo Tejada
Manager of the Consumer Engagement area at LLYC in Panama
Tejada has 15 years of experience in strategic communications, specializing in recent years in brand communications and digital marketing. He has been part of the consultants’ team that has led projects for major brands in different sectors, including tourism, mass consumption, hospitality, aviation, automotive, banking, telecommunications, health, pharmaceuticals and electricity generation and distribution. He has also worked for the Panamanian public administration, as part of the communications team in select projects. As part of his work in brand communications consulting, he has led the coordination of other actors, such as advertising agencies, BTL, media (ATL) and digital. During the past few years, he has also provided communications counsel to International Organisms in projects oriented to the defense of human rights and non-discrimination.

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