In today’s fast-paced, hyperconnected landscape, brands no longer succeed through marketing alone. Public perception is everything — and those who shape it wield enormous influence. In Spain, the public relations industry has evolved into a mature, multifaceted ecosystem that blends global expertise with local nuance. From managing billion-euro mergers to launching grassroots influencer campaigns, Spanish PR firms are helping companies navigate a communications world that is more complex — and more consequential — than ever.
The Spanish market is home to a diverse range of public relations consultancies, from internationally ranked players to agile boutique agencies. This op-ed explores the country’s leading PR firms, their specialties, and how businesses — whether local startups or multinational giants — can make informed choices when selecting a communications partner.
LLYC: The Spanish Giant with Global Influence
If there’s one firm that dominates the conversation around public relations in Spain, it’s LLYC (formerly Llorente & Cuenca). With roots in Madrid and a powerful presence across Latin America, the U.S., and Europe, LLYC has grown into one of the most influential PR agencies in the Spanish-speaking world.
In 2024, LLYC posted over €93 million in global revenue — up 19% from the previous year — making it Spain’s top-performing agency for both revenue and reach. But numbers only tell part of the story. LLYC has become synonymous with strategic communications at the highest levels. It has led complex campaigns around M&A, crisis management, corporate reputation, and stakeholder engagement, representing top-tier clients like Microsoft, Apple, Coca-Cola, AstraZeneca, and Inditex.
Beyond its corporate heft, LLYC is lauded for its digital innovation. The firm’s dedicated digital unit integrates data analytics, influencer marketing, and machine learning to deliver measurable impact. It’s not just about crafting messages — it’s about understanding audiences in real time and using behavioral insights to move them.
Perhaps most telling is LLYC’s reputation as a top employer. It has consistently been recognized as the most attractive communications consultancy to work for in Spain, signaling a strong internal culture and talent development approach.
For multinational brands or Spanish corporates with complex communications needs — from IPOs to high-stakes reputation management — LLYC is the gold standard.
Roman: The Reputation Architects
Roman (formerly Román y Asociados) has steadily built a reputation as one of Spain’s most respected mid-sized communications consultancies. Founded in Barcelona in 1989, the firm operates offices in Madrid and London and posted €22.7 million in revenue in 2024 — a testament to its consistent performance in a competitive market.
What sets Roman apart is its sharp focus on reputation,sustainability, and stakeholder trust. In an age where brand integrity can rise or fall with a single tweet, Roman has doubled down on helping organizations tell credible, purpose-driven stories.
The agency holds the distinction of being Spain’s first major PR firm to earnB Corporation certification, signaling its deep commitment to social impact and environmental sustainability. Roman has also invested in strengthening its creative capabilities through acquisitions like La Casa de Carlota — an inclusive design studio — and VA&C, a brand and reputation strategy consultancy.
Its client portfolio spans energy, finance, healthcare, and consumer sectors, with projects ranging from ESG storytelling to public affairs strategies. Importantly, Roman’s leadership has made public communications about purpose—not just profit—a strategic differentiator.
For businesses seeking to build long-term credibility and foster social value — not just media exposure — Roman is a clear choice.
Apple Tree: Innovation-First Storytelling
Not all PR is boardroom-to-newsroom. For fast-moving brands looking to generate buzz, reach digital audiences, and build influencer relationships,Apple Tree Communications is one of Spain’s most exciting creative shops.
Headquartered in Barcelona and Madrid, Apple Tree has seen explosive growth in recent years, with €15.5 million in revenue in 2023. Much of that growth is driven by its integrated model: traditional PR fused with digital strategy, creative content, and influencer campaigns.
The agency works with bold, youth-focused brands in fashion, tech, beauty, and travel — companies that need campaigns that not only perform but entertain. It also maintains a focus on innovation, frequently experimenting with new formats such as TikTok-native storytelling, podcast PR, and interactive brand activations.
Apple Tree is especially suited for startups, scale-ups, and global brands entering the Spanish market who want quick wins, bold visuals, and cultural resonance. In short, Apple Tree is PR for the algorithm age.
Gablons: The Experiential Storytellers
With roots in luxury, culture, and lifestyle, Gablons Comunicación specializes in emotional, experiential PR. Their projects are often immersive — from curated brand events and gallery exhibitions to high-touch influencer activations and retail partnerships.
Their recent 360° event for Sofitel’s 60th anniversary, which combined art installations, social media storytelling, and VIP experiences, exemplifies their approach: make it memorable, make it visual, and make it shareable.
Gablons is known for delivering high-impact visibility for high-end clients, particularly in fashion, hospitality, and design. They understand how to generate organic buzz through strong visuals, emotional cues, and premium positioning.
For luxury brands or companies launching high-profile cultural projects in Spain, Gablons is a firm to watch.
Atrevia: Purpose, Policy, and People
Another heavyweight in the Spanish PR landscape is Atrevia, which combines classic PR muscle with a forward-looking lens on sustainability, public policy, and gender equity.
Founded in 1988, Atrevia has become a leader in corporate and institutional communications across Spain and Latin America. It excels in stakeholder management — including internal communications, change management, and public affairs — and is often tapped by government bodies, NGOs, and global corporations navigating the regulatory landscape.
Atrevia’s in-house research units and data capabilities allow it to develop audience insights that shape not only narratives but also policy recommendations. The firm has also pioneered initiatives around diversity, ESG, and responsible business — positioning itself as a values-driven partner in a time of rising social expectations.
For companies looking to align corporate narrative with social value and navigate Spain’s public sector or regulatory space, Atrevia offers the experience and strategic depth required.
Emerging Boutique Players: Agility Meets Impact
Spain’s PR scene is not solely defined by legacy firms. A wave of boutique agencies has emerged with sharp digital acumen, creativity, and flexibility — appealing especially to startups and scale-ups.
Among them, AWISEE (originally based in the Nordics but now active in Spain) has become a go-to firm for B2B tech companies and SaaS providers. Known for a data-driven approach to PR and SEO-optimized content, AWISEE blends link-building, media outreach, and influencer management with a lean, ROI-focused model.
Similarly, agencies like Coco Solution (Canary Islands) andMindset Consulting (Barcelona) are making waves with integrated communications services designed for the digital economy — including AI-powered media planning, real-time analytics, and paid/earned media convergence.
These firms may not be the best fit for a multinational’s investor relations campaign — but for digital-first companies with limited resources and high expectations, they often outperform larger agencies on agility, service, and innovation.
How to Choose the Right PR Partner in Spain
With such a rich and varied PR market, the challenge isn’t finding an agency — it’s finding the right fit. Here’s how brands should think about their selection process:
1. Start with Your Goal
Is your objective brand awareness? Crisis containment? Policy influence? Corporate repositioning? Campaign execution? Defining your “why” should dictate the “who.”
2. Consider Sector Expertise
Not all agencies work equally well across industries. If you’re in finance or healthcare, you’ll need an agency with sectoral fluency and media relationships. For fashion or travel, creativity and influencer access matter more.
3. Think About Scale
Larger agencies bring breadth, resources, and international coordination. Smaller firms often provide quicker turnarounds, closer access to senior staff, and more flexibility. Your budget and complexity should guide this trade-off.
4. Look for a Cultural Fit
Chemistry matters. Do they understand your tone of voice? Are they proactive or reactive? Can they challenge you when needed? The relationship is as important as the output.
5. Demand Transparency and Strategy
The best agencies won’t just execute — they’ll help shape your message, assess risk, and build long-term value. Clear KPIs, regular reporting, and strategic alignment are non-negotiable.
Conclusion: The Future is Strategic, Not Superficial
The Spanish PR landscape reflects a broader truth: communications today is a strategic function, not a support service. Firms like LLYC and Roman offer deep reputational insight; agencies like Apple Tree and Gablons deliver cultural connection and audience resonance. Meanwhile, boutique consultancies are pushing boundaries with digital tools and agile execution.
Whatever your size or sector, there is a PR firm in Spain ready to partner with you. But remember: the strongest PR isn’t about press coverage alone — it’s about trust, timing, truth, and transformation.
So, as you weigh your options, ask not just who can get you media hits — ask who can help you matter.
