In this context, the Association of Communication Consultancies (ADC) has launched a dedicated working group to explore this area in depth and share insights among industry professionals, with the participation of eight agencies, including LF Channel.

This initiative was launched in late 2024 with the aim of fostering the exchange of knowledge and promoting inclusive communication within the sector.

A session to share insights

On 25 June, the Torre ILUNION (Madrid) hosted the session where the conclusions of this working group were presented. The event brought together public relations and communications professionals with a shared objective: to exchange experiences, compare approaches, and share best practices on inclusive and accessible communication.

Beyond the exchange of ideas and methodologies, the session also highlighted a more structural point: inclusion and accessibility are increasingly moving away from being treated as separate areas and are becoming fully integrated into the way communications consultancies work.

From intention to action

Inclusive communication stops being a theoretical concept when it translates into decisions that directly shape how communication actions are designed, planned, and executed.

In this sense, the session showed how these principles are already being incorporated into day-to-day practices, from the way messages are conceptualised to how experiences are designed to be accessible for diverse audiences.

The focus therefore shifted to a key point: it is not only about what is communicated, but also about how the processes behind that content are built.

Among the ideas shared, a strong emphasis was placed on the importance of putting people at the centre of the message, reviewing expressions that may reinforce stereotypes, incorporating subtitles and voiceovers in audiovisual content, and designing experiences that do not limit participation due to accessibility barriers.

An approach that is reshaping how communication is conceived

Overall, the work driven by ADC reflects a sector-wide shift towards a model in which accessibility and inclusion are no longer additional elements, but structural criteria of communication. 

At LF Channel, we understand that this change affects not only messaging, but also the way communication strategies are conceived from their very foundation. Therefore, integrating accessibility and inclusion naturally into our processes represents not only an evolution within the sector, but also a necessary condition for more effective and relevant communication. 

Against this backdrop, LF Channel has taken on the challenge of helping SUSE communicate its value proposition to the market, with the aim of consolidating its position as Europe’s leading authority on digital sovereignty and enterprise open source. “We want to convey to the local market, in a clear and relevant way, why SUSE is the right partner to take that step,” explains Federico Fernández, Director of Technology and Innovation at LF Channel.

H2: A partnership based on experience and technological vision

For LF Channel, this collaboration is in line with its track record of more than three decades working with technology companies. “There are clients who come to us with a brief and clients who come to us with a mission. SUSE clearly belongs to the second group, and that changes the way we work with them,” says Imma Folch, CEO and founder of LF Channel. “But to understand their world, you need to have experienced it first-hand, and LF Channel has been supporting innovative technology companies for over 30 years. That experience is what enables us not only to manage their visibility, but also to help them build a narrative that really resonates in Spain.”

At SUSE, they have been working for years with governments and organisations in southern Europe to reduce dependence on external suppliers and regain control over their technology assets. “Spain is at a turning point. Digital sovereignty has moved beyond being a theoretical debate to become a genuine strategic priority, both for businesses and institutions,” explains Diego Ríos, SUSE’s Managing Director for Southern EMEA. “Having LF Channel as a partner enables us to convey that message accurately and credibly to decision-makers. Open source is not an alternative: it is the only architecture that makes true technological autonomy possible,” he adds.

This collaboration reinforces LF Channel’s commitment to supporting the communication efforts of technology companies that foster open innovation and strengthen digital sovereignty across Europe.

The Diversity Charter is a manifesto promoting 10 European principles that reflect the commitment of companies and institutions to equal opportunities in the workplace. Whether in terms of gender, age, disability, ethnic origin, sexual orientation or any other individual, social or cultural characteristic, the organisations that have signed up to this initiative recognise and value diversity as a key asset for business success and sustainability.

More than 1,600 organisations have signed this pledge in Spain and 17,500 across the European Union. And we couldn’t be prouder to be one of these committed companies!

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The 10 principles of the Diversity Charter

The ten principles of the Diversity Charter are:

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Did you know that 82% of consumers say that brands’ commitment to diversity, equality and inclusion influences their purchasing decisions (Source: Kantar) If you need help fostering a more inclusive corporate culture, our DEI Channel division can assist you with consultancy, training, bespoke solutions and our own AI-based methodology. Get in touch!

Our work for Yazen, the digital health company specialising in comprehensive obesity treatment, and for El Supremo Rum, Paraguay’s premium rum, has been recognised at the MarCom Awards, one of the most prestigious international marketing and communications competitions.

Every year, thousands of projects from around the world are submitted, and our campaigns have managed to stand out:

• Platinum in “Communication Program” for the launch of Yazen in Spain.
• Platinum in “Special Event” for the activation of El Supremo Rum during Mercedes-Benz Fashion Week Madrid.

They are two very different projects, but they share something fundamental: the combination of creativity, strategy and real impact.

Yazen: humanising telemedicine in obesity

When Yazen arrived in Spain with his telemedicine proposal for the comprehensive treatment of obesity, the challenge was enormous: an unfamiliar sector, a sensitive issue and a very present stigma.

At LF Channel, we decided to start with the essentials: people.

We created a communication campaign focused on real testimonials that spoke of health, self-esteem, change, and hope. Content that not only informed, but also moved people. Stories that helped break down taboos and show obesity for what it is: a medical condition that deserves a dignified and professional approach.

And the results reflect that impact:

• +110 media appearences
• 15 in-depth interviews
• Presence on national and regional telivision
• Over 4.3 billion impresions
• A sharp increase in brand searches and web traffic

But the most important thing is intangible: Yazen became a voice that was heard in the conversation about health in Spain.

El Supremo Rum: Cocktail x Haute Couture

How do you combine Paraguayan rum with fashion? With an idea capable of bringing two worlds together: the craftsmanship of rum and the creativity of haute couture. This is how ‘Cocktail x Haute Couture’ was born, a campaign designed to make El Supremo Rum shine at Mercedes-Benz Fashion Week Madrid. And it did so with a bang:

• Three exclusive cocktails inspired by fashion trends
• Styling designed by local creators
• A thrilling electronic Paraguayan harp performance
• A PR and influencer plan that amplified the brand narrative

The result was very successful:

• 56 impacts in key media outlets
• 148,8 million impressions
• Over 90 mentions on social media
• EVA of 176.000€

El Supremo Rum was not only present: it conquered an unexpected space, demonstrating that brands grow when they dare to tell new stories.

Excellence that translates into growth

The MarCom Awards, organised by the Association of Marketing and Communication Professionals (AMCP), receive around 6,000 entries each year, with only 15% achieving Platinum status. The fact that our two campaigns have achieved this demonstrates something we have always believed in:

• Creativity only makes sense when it serves the strategy.
• Memorable campaigns are those that connect emotionally.
• Brands grow when communication focuses on concrete results.

“It’s not about creating pretty campaigns: it’s about creating experiences that move the needle.”

Joel Márquez, Director of B2C & Lifestyle Comms. at LF Channel and head of both campaigns.

This double Platinum award not only fills us with pride, it also reminds us why we do what we do. We work with a clear purpose: to make communication contribute to business, with actions that are felt, that excite and that generate real impact. If you want to know how we can help you transform your brand through strategic creativity, we are here to support you.

Inspiring Workplaces was created to give visibility to those who lead with purpose. The Inspiring Leaders call for entries recognises people who make a difference within their organisation, those who go beyond their responsibilities to generate a positive impact on both the company and its employees. These awards recognise human and transformative leadership in two categories: CEO and Senior Leadership.

The award is granted following a nomination process by the teams themselves. In this case, our team highlighted the fact that Imma is a true example of what it means to be a great leader. Imma genuinely cares about her team, proposing and supporting measures that help people find balance and feel calm and supported at work.

Imma Folch now joins a select group of 25 international leaders recognised for positively transforming the world of work and for upholding PeopleFirst values: courage, humanity, effective communication and the ability to unleash the potential of their teams.

“Receiving this recognition from my own team is what means the most to me. Leadership is not about titles, but about creating an environment where people can give their best while feeling respected and supported. This award belongs to the entire LF Channel team.”   Imma Folch.

Imma Folch’s full profile as an Inspiring Leader 2025 is available at: https://www.inspiring-workplaces.com/company/imma-folch/

About The Inspiring Workplaces Group

Inspiring Workplaces is a global organisation whose mission is to help companies build, demonstrate and celebrate truly people-first cultures (PeopleFirst). Convinced that people are the greatest strength in business, Inspiring Workplaces promotes cultures in which trust, a sense of belonging and faith in the future enable each individual to thrive. Through its flagship programmes—The Inspiring Workplaces Awards, Certified PeopleFirst™ and the free Inspiring Workplaces Community — the organisation celebrates, certifies and connects leaders committed to creating environments where people feel recognised, valued and prepared for the future of work.

These rankings are based on 10,445 verified reviews from employees across more than 150 companies in Spain, making each result a genuine reflection of the workplace experience. 

These awards not only reflect our team’s commitment but also reinforce our approach to communication: placing people and their positive impact at the heart of everything we do. 

What is the HappyAtWork® ranking? 

The HappyAtWork® ranking evaluates employee satisfaction and engagement across companies of various sizes and sectors. Based on anonymous employee surveys, it is a transparent and valuable benchmark for understanding the real workplace experience. 

Achieving 8th in the 1-24 employees category means that our team values key aspects such as trust, flexibility and work-life balance. 

In the 2025 edition, 127 companies in Spain earned the HappyIndex®AtWork certification, in a landscape where the national average satisfaction rate stands at 64.5%, and the recommendation rate at 72.1%. 

What is the WeImpact® ranking? 

In addition to our well-being certification, we’re proud to have been recognized in the WeImpact® Spain 2025 ranking, securing 4th place nationwide. This ranking is based on the ImpactScore®—an indicator that evaluates how companies manage their environmental, social, and governance (ESG) impact from the perspective of their own employees. 

For us, this recognition highlights our commitment to building more responsible corporate communications, aligned with the Sustainable Development Goals and with a firm commitment to diversity, equity, and inclusion. 

The value of these awards 

Both rankings are managed by ChooseMyCompany, an international organization that has been helping companies and schools strengthen their relationships with their stakeholders—employees, customers, candidates, and students—since 2011. Thanks to its methodology, more than 1,500 organizations worldwide can measure, improve and highlight their genuine commitment to people. 

According to data from 2025, the best employers achieve up to 82.2% engagement, compared to the national average of 64.5%. This shows that committing to clarity, collaboration and fairness at work makes a real difference. 

Beyond the prestige, these awards confirm that LF Channel is on the right path: our internal culture and commitment to positive impact not only deliver results, but also inspire our industry and our communities. 

Ultimately, these achievements encourage us to keep evolving—both as a team and as a company. We remain committed to upholding and surpassing these standards, firmly believing that a corporate culture rooted in trust, impact, and innovation is key to attracting talent, building strong partnerships, and creating long-term value. 

We’re deeply grateful to everyone in our community for making this possible. 

Trends shaping workplace engagement in 2025 

Data from the ChooseMyCompany report, compiled by Expansión, reveals some key insights into the future of work in Spain: 

• Gender gap: men report higher satisfaction (71.1%) than women (64.7%). 

• Purpose and work environment: pride and vision attract talent, but flexibility and equality are what retain it. 

• Pending recognition: only 44% of employees feel fairly compensated. 

• AI drives engagement: those who use it frequently report up to 75.9% satisfaction, well above non-users. 

• Operational efficiency is decisive: when work is well organized, engagement grows by up to 18 points. 

Ready to elevate your communication strategy? Let’s connect and make it happen.

These awards, organized by Inspiring Workplaces Group (IW), recognize the companies that prioritize people, by evaluating not only their performance, but also their commitment to well-being, inclusion, leadership, culture and experience, as well as their own employees’ opinion. Unlike other awards, IW is not based on surveys, but in a thorough and qualitative evaluation of each candidacy, requesting evidence of their investment in people, which are assessed by an independent jury afterwards.  

According to the organization, the quality of this edition’s proposals has been exceptional, which makes this recognition even more meaningful for LF Channel. For our agency, it is a validation of a corporative philosophy that we practice every day: putting people at the center of everything we do. 

“Being recognized among so many outstanding companies is a true honor, and a wonderful reminder that putting people first is always the right path”, said Imma Folch Lázaro, CEO and founder of LF Channel. “This recognition is, above all, a dedication to the amazing team that is a part of this agency. Thank you for building a workplace every day where respect, inspiration, collaboration, and growth thrive. You are the heart of everything we do”. 

On top of that, we are deeply pleased to share podium with the communication agency BPRESS, our partner in Italy, which is part of the Worldcom PR Network. The Italian company, with a 35-years journey and a genuine commitment to creating people-first culture, is in first place in the ranking.

This recognition is added to other business recognitions that we hold in the LF Channel list of honors. We will continue to work with enthusiasm to create an environment where people and ideas grow together, with the conviction that this is, without a doubt, the way towards a more human and inspiring professional future. 

Studies/education: Degree in Public Relations and Social Communication from Universidad del Salvador (Buenos Aires, Argentina).

Master’s Degree in Corporate and Institutional Communication from the same institution.

Previous experience: I have been in the world of PR and communication for 10 years, helping clients from different sectors, being technology the most important one, to design and implement communication plans in different markets.

I started my experience in a regional agency in Latin America, where I played different roles, coordinating technology clients from different sectors and teams from different countries. Seven years ago I chose Spain to continue learning and accompanying different technology companies in their national and European communication strategy.

Throughout my career I have worked with renowned IT clients such as NVIDIA, Binance, Bosch, Nokia, Canon (printer division), Teradata, Polycom, Symantec, Softtek, Check Point Software, GoDaddy, PaynoPain, PrivacyCloud, Personio, Lucera, Kuantiko Studio among others.

Position at LF CHANNEL: Technology and Innovation Area director.

What do you expect from LF CHANNEL? To continue learning, team building and supporting different companies in their communication strategy and relationship with their target audiences.

How do you imagine your work in public relations? A day different from the previous one and with constant challenges, but with enthusiasm to continue training people and to grow in an ever-changing industry.

Beyond work, what do you like to do in your free time?I enjoy playing sports, music, reading, being in contact with nature and if it is with a cup of coffee or mate, all the better.

What do you find particularly fascinating about the technology industry?Fast-paced environment, specialized knowledge and the ability to simplify complex content, adaptation to platforms, emerging technologies in a media landscape in constant change of formats and media.

What is your favorite social networking platform and why? I use X quite a lot, but unfortunately it’s not what it used to be. Since the pandemic, the use of YouTube for video-podcast consumption has increased.

How do you get your news, in print or online? I usually read the front page of each newspaper, but in its digital format, a list of profiles of journalists and media in X and I also use newsletters a lot, local and international.

Last question: do you like cats (sorry, but we had to ask it 😉).I must admit that I was always more of a team dog, but in the last few years I switched sides, as I have two.

‘We are very proud of the recognitions received for this campaign and, especially, of having been able to contribute to the role of work resulting from the struggles of feminist movements, inviting everyone to take pride in the mothers, grandmothers, and women who made these advances possible. These awards are a testament to the impact we aim to achieve with our work, strategic thinking, innovation, creativity, and the incredible culture of excellence we have built among all the people who are part of LF Channel,’ explains Joel Márquez, Director of Consumer and Lifestyle Communications at LF Channel.

Proud of women and “Sacando Pecho”

To facilitate the transmission and understanding of the message, the LF Channel team launched a communication campaign under the slogan #SacaPecho. With this uniquely Spanish expression, a battle cry was adopted to give voice to feminist contributions, showing the world how the rights that are now pillars of our societies were driven and conquered, in most cases, by women’s groups after a hard-fought battle. The main message of the #SacaPecho campaign is pride, understood as the feeling of satisfaction towards something personal or close that is considered worthy.

To bring the #SacaPecho concept to life, a 360º campaign was conducted featuring the influencer Afropoderossa, known for her anti-racist, feminist, and LGBTQ+ activism. Afropoderossa narrates various everyday scenes of the feminist struggle, portrayed by real women from groups supported by Calala. Additionally, illustrator Laura Watcher created a powerful image for the campaign, depicting the protagonists as superheroes with flames coming out of their chests, symbolizing their fight and strength.

The execution of the campaign relied on different tactics to maximize its impact. Videos were produced featuring Afropoderossa as the central figure, as well as shorter pieces for social media, complemented by both online and offline advertising. Ads were also created for platforms like Meta Ads and Google Ads, along with outdoor advertising in key cities such as Madrid, Barcelona, and Bilbao. Although working with non-professional participants was a challenge, the result was an authentic and emotional representation of the feminist struggle.

‘The key messages of this campaign were supported by two investigations on the contribution of the feminist movement and women to human rights, and their current financial situation, which gave the campaign narrative an objective and truthful focus on reality. Without a doubt, the joint work we did with LF Channel to find clear language for all audiences, attractive visuals, and solid arguments was one of the great challenges we shared and from which we learned together,’ comments Alejandra Morales, Director of Communications and Strategic Alliances at Calala Women’s Fund.

The same campaign has also recently been recognized as a finalist at the prestigious IPRA awards, organized by the International Public Relations Association.

• First of all, El Supremo, a premium Paraguayan rum brand, has trusted LF Channel for its recent landing in Spain. Together with El Supremo, we have launched a relevant branding and communication campaign with Pocholo Martínez Bordiú as ambassador.
• For Mobvoi, a leading provider of artificial intelligence and smart wearables, we have boosted the visibility of one of its latest smartwatch models with a public relations programme in southern Europe.

• On the other hand, together with Floatee, a French company that has just landed in Spain with its anti-drowning T-shirt, we have managed to attract the attention of media and influencers to an innovative product that makes children safer this summer.  

Our PR strategies aimed at the end consumer have proven to be very effective in terms of reputation and differentiation. The first half of the year is undoubtedly a key time for all companies that want to increase their brand presence during the summer months, many of our clients have seen their websites increase in number of visits, or their sales increase after implementing a PR plan. 

With these new incorporations, LF Channel continues to consolidate its position as a benchmark agency in the launch of international brands in the national and southern European markets.

“Although our origins were linked to B2B audiences, in the last few years we have been experiencing a great growth in the number of clients that target end consumers. And we are very happy to be able to support them with creativity, strategy and a lot of dedication” explains Imma Folch, CEO and founder of LF Channel

Would you like your brand to shine in Spain? Contact us!