Education: Bachelor’s degree in public relations, Marketing and Advertising.

Previous Experience: My professional experience in the world of communications began with my internship at LF Channel.

In addition, as a curious and proactive person, I have collaborated in managing the social media accounts of sports clubs and companies in the refrigeration and outdoor cleaning sectors. I have also taken part in creating an advertising campaign for a Swedish furniture start-up and in organizing the opening event of an ice rink.

Position at LF CHANNEL: Junior Account Executive

What do you expect from LF CHANNEL? I hope to learn as much as possible through experience, mistakes, and continuous improvement. I also want to work closely with my colleagues, who make up a great team, and develop my full potential by taking on new challenges and projects.

I want to contribute my work and creativity to help clients achieve their goals. In this sense, LF Channel gives me a broader perspective on the communications industry and a great opportunity to continue growing professionally.

How do you imagine your work in public relations? I see public relations as an opportunity to discover everything that lies behind brands, both from a professional and a personal perspective. It is a job where every day can bring a new challenge and, with it, the opportunity to find a different solution.

Creativity, innovation, hard work, and dynamism are some of the elements I expect to encounter constantly in my day-to-day work.

Outside of work: what do you like to do in your free time? I love spending time with my friends and family, especially on weekends. I enjoy doing any kind of outdoor activity, going to watch football, especially when Barça is playing, having a barbecue, going out for dinner, or simply having a drink with them.

However, my biggest passion is roller hockey. I have been a goalkeeper since I was very young and, over time, that passion has also led me to become a coach and club coordinator. This allows me to pass on the values of sport to younger players, which is something I find especially rewarding.

And yes, although it may seem like I do not have time for everything, organization is key. I also enjoy setting aside some time for myself, whether it is to read, watch a series or go to the gym.

What do you find especially fascinating about the tech industry? I have always been interested in technology in all its forms. I have had gaming consoles since I was young and, over the years, that interest has expanded to action cameras, drones and the latest smartphones on the market.

What fascinates me most is that technology is part of our lives regardless of our age and always finds a way to integrate itself into our daily routines. Its constant evolution is incredible, as is its ability to adapt to every area of society until it becomes an almost essential part of everyday life.

What’s your favorite social media platform and why? I will always be loyal to Instagram. Being able to access news, video podcasts, influencers, sports clubs and the profiles of the people who are part of my social life, all on the same platform, is very convenient for me.

I also admire its ability to adapt and successfully navigate the different changes that social media platforms have faced over the years, something that others, such as Facebook, for example, have not managed effectively.

Unfortunately, I also use TikTok now, and I am quite hooked on it… Its short videos and the creativity of brands and influencers, who are able to communicate so much in such a short amount of time, mean that I end up spending far too much time on the platform something I genuinely hate.

How do you keep up with the news, in print or online? Entirely online. I suppose that is partly a consequence of being part of Generation Z.

Last question: Do you like cats? (Sorry, but we had to ask 😉). I love animals in general, although when it comes to pets, I have to admit that I prefer dogs… That said, I love the distinctive personality of cats and the way they always seem to do their own thing.

When Is It Worth Holding a Press Conference?

Planning and the relevance of the message are key factors in the success of a media event. As stated in the Good Practice Guide on the relationship between communications professionals and journalists, promoted by the Association of Public Relations and Communication Consultancy Firms (ADECEC) and the Spanish Association of Communication Directors (Dircom): “If it does not represent a real difference in terms of news content, journalists would rather receive a press release or statement than have to travel to a press conference. Regarding the latter, they generally consider that more are organised than necessary.”

One of the most common questions is whether there is really a sufficiently noteworthy reason to invite the media. The answer is straightforward: a press conference should deliver genuinely newsworthy information and have an angle that is of interest to journalists.

Not every announcement warrants a press conference. Some examples of situations that may justify holding one include:

Launch of a New Product or Service

If a company is introducing a genuinely significant new product or a new business line, a press conference can be a suitable way to announce it. However, this will depend on the type of company. For a business that launches a large number of products each year, it would not make sense to organise a press conference for every launch. Instead, it would be more advisable to use the press conference to present the entire product range.

Announcing Results, Milestones or Investments

A good time to use this format is to announce major acquisitions, expansions, strategic agreements, significant changes in leadership or particularly noteworthy results. This type of press conference is likely to be of particular interest to business journalists, especially when it involves large international companies or publicly listed businesses.

Managing a Crisis or Sensitive Issue

In these situations, it is more important than ever to have all communication materials and resources fully prepared: the company’s position, key messages, potential questions, challenging issues and spokespeople trained to respond with confidence and consistency.

However, a press conference is not always the best option when dealing with a crisis. If there is a risk that the event could backfire on the brand, amplify the issue or create further media pressure, it may be advisable to consider other alternatives, such as preparing a reactive statement, giving controlled interviews or holding one-to-one meetings with the journalists following the story most closely.

The key is to assess whether the format will genuinely help communicate the company’s message or, on the contrary, make it more difficult to maintain control over the communication.

Before the Press Conference: Preparation Is Everything

The preparation phase of any press conference largely determines the success of the event. Good organisation minimises unexpected issues and ensures that the message is communicated clearly.

1. Define the Objective and Main Message

Before sending out the invitation, we should answer two questions: What do we want to communicate? and What do we want to achieve? The main message should be clear, concise and easy to remember. The more specific it is, the more likely journalists are to report it accurately. It is also advisable to prepare two or three secondary messages that help reinforce the main idea.

2. Choose the Right Date, Time and Venue

Logistics have a direct impact on attendance. Avoid dates close to public holidays, major events or periods of heavy news coverage. In general, early mornings tend to work better, as they give journalists enough time to prepare their stories and publish them on the same day.

The chosen venue should meet several requirements to make journalists’ work easier and ensure that the event runs smoothly:

• Be easily accessible, both by public transport and by car, to encourage attendance and prevent the location from becoming an obstacle for journalists.
• Provide comfort and the necessary facilities for attendees, such as registration areas, cloakrooms, rooms for one-to-one interviews or parking.
• Have enough space for cameras, sound equipment and photographers, allowing the media to work comfortably and capture high-quality images and statements.
• Reflect the company’s identity and values, as the setting is also part of the communication and helps reinforce the message the company wants to convey.

3. Conduct Tests and Rehearsals Before the Press Conference

One of the most common mistakes when organising a press conference is assuming that everything will go smoothly without carrying out any prior testing. Rehearsing the event in advance makes it possible to identify technical issues, adjust timings and better prepare the spokespeople.

Ideally, the rehearsal should be as realistic as possible, simulating both the opening presentation and the Q&A session. This helps determine whether the pace is appropriate, whether the key messages are clearly understood and whether the spokespeople respond naturally and confidently. This type of simulation also helps coordinate and improve logistical aspects, such as the speakers’ entrance, the use of presentations, sound, and the positioning of cameras and photographers.

If the press conference is hybrid (a physical event with an online broadcast) or fully virtual, this becomes even more important. It is essential to test the streaming platform, connection, microphones, cameras and all audio and video systems in advance to avoid technical issues during the event.

4. Selecciona a los medios adecuados

No todas las ruedas de prensa interesan a todos los periodistas. Por eso, una parte fundamental del trabajo consiste en elaborar una convocatoria precisa.

Es preferible invitar a menos medios, pero que realmente estén interesados, que hacer un envío masivo sin segmentación. Analiza e identifica qué periodistas cubren el sector, qué enfoque suelen dar y qué puede resultarles relevante.

5. Prepare Supporting Materials

A press conference works much better when journalists receive useful and well-organised information. Having supporting materials prepared in advance not only makes the media’s job easier, but also helps ensure that the company’s key messages are communicated clearly and consistently. Some of the main resources worth preparing include:

• Press kit or press release. It should include the main facts, figures, context and relevant statements from the company’s spokespeople. The clearer and more organised it is, the easier it will be for journalists to work with the information provided and, consequently, with the company’s key messages.
• Images and audiovisual resources. Providing photographs, videos and graphic assets makes journalists’ work considerably easier, particularly in digital media and television, whose coverage relies heavily on this type of material.
• Internal Q&A document. Preparing a list of potential questions, including challenging ones, helps ensure that spokespeople respond with confidence and consistency.

During the Press Conference: Clarity, Pace and Approachability

The event itself is a decisive moment. Everything that has been prepared beforehand needs to be executed smoothly and professionally.

Pay Attention to the Presentation

Appearance matters. The space, lighting, positioning of the spokespeople and tone of the presentation all have a direct impact on how the media perceive the event.

A press conference that is too long or poorly organised can quickly lead to a loss of interest. Ideally, the main presentation should not exceed 20 or 30 minutes, followed by a sufficiently long Q&A session.

Choose the Right Spokespeople

The best expert is not always the best spokesperson. The person speaking should be able to communicate clearly, convey confidence and respond naturally. To ensure this, it is advisable for the spokesperson to undergo prior preparation or media training, particularly when it is an important or sensitive media appearance.

Handle Questions Transparently

Journalists’ questions are an opportunity, not a problem. They allow you to expand on the message, clarify doubts and demonstrate approachability. Avoiding questions or becoming defensive can generate more distrust than the answer itself. If you do not have a specific piece of information, it is better to acknowledge it and, whenever possible, commit to providing it afterwards.

After the Press Conference: The Work Is Not Over

Many companies make the mistake of thinking that a press conference ends when journalists leave the room. In reality, there is still another phase to consider, and the work that follows is just as important as everything done up to that point.

Send the Information to Those Who Attended and Those Who Could Not

Once the press conference is over, it is advisable to quickly send the press release, images and any additional materials. It is also worth sharing these with media outlets that were unable to attend, as they may still be interested in covering the story.

Follow Up Personally

Post-event follow-up can make the difference between simple attendance and quality media coverage. Calling or contacting specific journalists allows you to answer questions, facilitate additional interviews, offer exclusive statements and confirm publication timelines. It can also serve as a reminder of the event.

Measure the Results

To determine whether the press conference has been truly effective, it is necessary to analyse the results. It is not enough to look at attendance or the number of pieces of coverage generated; it is also important to measure the reach of the event and check whether the key messages were communicated correctly. Some of the main indicators include:

• Number of attendees. This data helps determine whether the event was sufficiently appealing and whether the media selection was appropriate.
• Coverage generated. Analyse how many media outlets published the story, which messages they highlighted and the overall tone of the coverage.
• Analysis of the quality and tone of the coverage. Beyond the number of media hits generated, it is essential to assess the quality of the coverage. Not all media appearances have the same value: in-depth coverage in a specialised outlet may be more relevant than several superficial mentions in major general-interest media.

It is also important to assess the tone of the coverage: whether it is positive, neutral or negative, and whether the company’s key messages have been interpreted correctly. A successful press conference is one that manages to turn a corporate message into a newsworthy story for both the media and the audience.

The Importance of Having a Communication Strategy

Organising a successful press conference requires a strategy. From selecting journalists to post-event follow-up, every stage has an impact on the outcome. That is why many companies choose to work with a communications agency that can coordinate the entire process and ensure that the message reaches the right audiences.

At LF Channel, we help companies across different sectors design media events, prepare spokespeople and maximise the impact of their media relations. A press conference is not just an event; it is an opportunity to build reputation and visibility.

Because the debate on artificial intelligence and communication should not be limited to whether “AI is going to take our jobs,” whether it is a passing fad, or if it is a new tech bubble. The key lies in analyzing in which operational tasks it can help us be more efficient and in which ones human judgment or criteria remains, quite simply, irreplaceable.

The Communication Sector Speaks Clearly: AI is No Longer Optional

The industry context helps us understand why this debate is urgent. According to the State of Communication in Spain 2025 Study by Dircom, artificial intelligence is consolidating as the great challenge for the communicative function on the 2025–2028 horizon, above any other priority, and this is what almost 80% of the professionals who participated in the survey believe. Furthermore, the debate is no longer limited to the use of technology as a productive tool, but encompasses ethical and security issues that the sector is beginning to regulate.

At a business level, the data shows that the adoption of artificial intelligence in Spain continues to accelerate. According to CaixaBank Research, based on data from the INE’s Survey on the use of ICT and e-commerce in companies, the percentage of Spanish companies with 10 or more employees using AI technologies rose from 8% in 2021 to 21% in 2025, while in large companies, adoption is approaching three out of five. However, this progress remains uneven, and the main barriers are no longer merely technological, but are related to the availability of qualified personnel and the development of skills. In this context, ONTSI points out that 78% of workers believe their company should provide specific training and tools to work effectively with AI, evidencing that the main challenge is no longer incorporating AI, but knowing how to use it to generate value.

Taking this context into account, we at LF Channel have been putting our own approach into practice for some time now.

Where We Apply AI in LF Channel Processes: Specifics Matter

One of the issues that worries us professionals most when talking about AI and communication is the tendency to stick to generic discourse. At LF Channel, we prefer to explain precisely in which processes we integrate it, because we believe that transparency about the use of this technology is part of our credibility as an agency.

Media Monitoring and Journalist Mapping.

Media monitoring is one of the most time-consuming tasks in any communication agency. Identifying what topics each journalist writes about, in which media they publish, how frequently, and what angle they usually take is work that consumes many hours.

To automate this, we have incorporated AI tools into this workflow, allowing us to systematize the tracking of coverage and topics, so our consultants can enter every conversation with a journalist having read the latest relevant information, without needing to manually track each profile.

This process does not replace the human relationship with journalists, which remains the core of our work; in fact, it frees up time to cultivate quality ties instead of getting lost in spreadsheets and web searches.

Elaboration of Result Reports.

Reporting is a fundamental task for demonstrating the impact of a communication plan, but its preparation can be tedious and repetitive when it comes to gathering and structuring data. AI helps us here to automate the collection and organization phase of information, coverage metrics, reach, or impact quality.

Meanwhile, our work focuses on consulting; the LF Channel team dedicates its expertise to data analysis, its interpretation, and, based on that, to providing the corresponding strategic recommendations. Because a report is not valid merely for the numbers it gathers, but for the conclusions and findings that the analytical capacity of professionals is able to explain so they translate into clear actionable business insights for the client.

Benchmarking.

When a client wants to understand how their competition is communicating (what messages they release, in what media they appear, what narratives they build), a significant part of this work is pure gathering of structured information. At LF Channel, we have integrated artificial intelligence to streamline the competitor analysis phase, which allows us to get a more complete picture of our clients’ competitors’ media presence in less time. The strategic reading of that picture, however, remains 100% human.

Sector analysis in RFP processes.

When we participate in Request for Proposal (RFP) processes, one of the most demanding phases is the rapid analysis of the prospective client’s sector: its players, media dynamics, key topics at local and regional levels, among other factors. Using AI allows us to perform more comprehensive sectoral analyses in less time, which is especially useful when RFP deadlines are tight and the depth of the analysis can make the difference between a differentiated and a generic proposal.

What AI cannot do: critical thinking has no substitute

Following all of the above, we want to be equally clear about something we consider fundamental: artificial intelligence is just another technological tool, and like any other, its value depends on who uses it and how they do it. This means you must know how to use it, and that also implies knowing when not to.

AI can process enormous volumes of information in a short time, identify patterns, structure data, and generate drafts. But it cannot understand the political context of a client operating in a regulated sector. It cannot anticipate how an investigative journalist will react to a press release. It cannot judge whether the timing is right to release a message, nor what tone works in a reputational crisis. And, of course, it cannot design a narrative that emotionally connects with a specific audience, nor know which relationships must be protected when a client faces media pressure.

Designing and implementing a communication plan still requires professional judgment, intuition, and a deep understanding of context, traits that only extensive, proven experience can provide. AI does not replace that judgment, which is inherent to human reasoning; at best, it gives it more time and better information to be exercised.

At LF Channel, we have been working with clients across a range of industries for over 30 years, learning from our regular discussions with specialist journalists and gaining a deep understanding of how to build brand reputation in complex markets such as Spain and Europe. 

How we integrate AI responsibly

At LF Channel, there are a few questions we always ask ourselves before incorporating any AI tool into our workflows:

• The first is whether its use genuinely adds value to that specific process, or if we are merely following a trend.
• The second is how we guarantee the confidentiality of our clients’ information, which is especially critical in RFP processes or competitive analysis.
• The third is whether the final result will be reviewed, interpreted, and validated by a person on the team.

The answer to that last question must always be yes. The responsibility to the client is ours; that cannot be delegated to any algorithm.

The communication sector in Spain is in a moment of real transformation, and we believe the right way to navigate it is with our feet on the ground. We must be curious about technology, critical of its limits, and always be honest with our clients about how we work. That honesty, which generates and reinforces trust, is undoubtedly part of our value proposition.

At LF Channel, we help companies across a range of industries to build their reputation through communication strategies that combine rigour, expertise and the smart use of the tools at our disposal. If you’d like to find out how we can help you, contact us. 

In this context, the ability to communicate clearly and build trust has become more important than ever, especially in healthcare, where the way information is shared can directly influence brand perception and the relationship companies establish with their audiences.

“This Healthcare Monitor confirms something we see every day when working with our healthcare clients at LF Channel. Trust is no longer built solely through high-quality content, but also through a strong web infrastructure and the ability to be referenced by AI engines. Companies that continue to treat their websites as digital brochures risk falling behind those that transform them into true platforms for building trust,” explains Imma Folch, CEO and founder of LF Channel and Worldcom Public Relations Group’s representative in Spain.

Unlike previous editions, where pharmaceutical companies were assessed through a scoring system, this new edition takes a more analytical and learning-focused approach. The report aims to understand why some companies communicate more effectively than others, which strategies they are adopting, and what insights other organisations can take away to strengthen their own communication efforts.

The four pillars of digital positioning

The research focuses on 10 global pharmaceutical companies: AbbVie, AstraZeneca, Bristol Myers Squibb, GSK, Johnson & Johnson, Merck & Co., Novartis, Pfizer, Roche and Sanofi. Through four key indicators, the report assesses the strength of each organisation’s communication approach in an ever-evolving media landscape. These indicators include:

1. Generative Engine Optimization (GEO)

The ability of brands to appear in and be recognised by responses generated through artificial intelligence tools such as ChatGPT, Gemini, Perplexity, Claude and Google AI Overviews.

2. Web performance

The overall quality of their digital platforms, including accessibility, website structure, speed, user experience and technical efficiency.

3. Audience segmentation and targeting

The extent to which their content addresses the specific needs of patients, healthcare professionals, investors, media outlets, policymakers and potential talent.

4. Content strategy and editorial formats

How companies build their presence across social media, media platforms and other digital channels, strengthening their credibility within the healthcare and scientific ecosystem.

Key takeaways for the pharmaceutical sector

The report shows that, while the pharmaceutical sector has the resources needed to develop effective communication strategies, there are still significant opportunities for improvement. The main challenges are not necessarily related to a lack of content, but rather to how information is structured, presented and made accessible, particularly through corporate websites.

The analysis highlights that many companies are not yet fully leveraging their websites as strategic communication tools, and that one of the sector’s biggest challenges is moving towards more personalised messaging. Addressing patients, healthcare professionals, investors or media outlets with the same message can limit its impact. The companies that achieve more effective communication are those that successfully balance scientific rigour with a more human approach, adapting their content to the context, needs and expectations of each audience.

The new search paradigm

One of the key differentiators of this new edition is the inclusion of an analysis of companies’ visibility across AI-powered answer engines. To do so, the study uses Brandi AI, a platform specialised in brand intelligence and visibility within AI environments. The findings show that the criteria determining an organisation’s presence across these emerging channels differ from those of traditional SEO. In this context, Generative Engine Optimization (GEO) aims to ensure that generative AI systems recognise a company as a relevant and trustworthy source, incorporating it into their responses.

This new paradigm also highlights the growing role of public relations, high-quality content creation, media presence and digital reputation building. These factors help brands strengthen their authority and increase their visibility across AI-powered tools such as ChatGPT.

Beyond the pharmaceutical industry: key insights for more effective communication

The Healthcare Monitor Pharmaceuticals 2025-2026 report has been developed by Worldcom PR Group, an international network made up of nearly 100 independent agencies across 45 countries. This global perspective makes it possible to identify trends and insights that are relevant not only for the pharmaceutical sector, but also for other industries where trust, reputation and digital visibility are key factors.

“This edition represents a clear shift in how we need to understand communication,” says Serge Beckers, global president of Worldcom and the driving force behind Healthcare Monitor Pharmaceuticals. “A ranking is certainly valuable, but it does not explain why communication works. With this Healthcare Monitor, we demonstrate that reputation increasingly depends on a strong website structure, clear decisions around target audiences, relevant and reliable content, and visibility across AI engines. Those who invest in these areas are not only building better communication strategies, but also strengthening trust,” he explains.

At LF Channel, we help healthcare organisations develop communication strategies that strengthen their reputation and visibility in an ever-evolving digital environment. Contact us to learn more.

In this new landscape, Worldcom Public Relations Group (Worldcom), the world’s largest network of independent public relations agencies, together with Semrush, has analysed where brands need to build their authority and trust through the report “2026 Where Trust Lives: Sources for Credibility in Local Markets.” Presented during ICCO’s “PR in Cannes” session as part of the Cannes Lions International Festival of Creativity, the study explores how AI-generated responses are reshaping the ecosystem of sources that influence brand perception.

As Imma Folch, CEO and founder of LF Channel, and representative of Worldcom Public Relations Group in Spain, explains: “This study confirms something we at LF Channel see every day with our clients. A brand’s reputation is no longer built solely on what it publishes, but on what the ecosystem of sources surrounding it says about it. Gaining visibility today requires a credible presence across multiple sources, and adapting that strategy to the local context of each market.”

4 key insights redefining brand visibility in the age of AI

‘2026 Where Trust Lives: Sources for Credibility in Local Markets’ is based on Semrush’s ‘LLM Citations Study’, which analysed citation data at prompt level across 34 weekly reporting periods between October 2025 and May 2026. The study examined four of the leading conversational AI platforms: ChatGPT Search, Gemini, Google AI Mode and Perplexity, and looked in depth at eight international markets: Argentina, Brazil, Germany, Indonesia, Singapore, South Africa, the United Arab Emirates and the United States.

1. AI relies on the platforms where communities share their voices

Six of the fifteen most frequently mentioned domains worldwide in May 2026 are social media, video, community or professional platforms. Reddit appears in 31.5% of the prompts analysed, YouTube in 29.1%, X in 19.0% and LinkedIn in 18.2%.

2. There is no one-size-fits-all approach to gaining visibility in AI

The leading AI response systems do not use the same criteria for selecting sources. Whilst Google AI Mode shows a greater preference for audiovisual and social media content, Perplexity stands out for drawing on professional and authoritative sources, and Gemini cites sources less frequently than the others. The result: a brand may have a prominent presence in one AI environment while remaining almost invisible in another.

3. Brand relevance also depends on the market where it operates

Artificial intelligence does not rely on the same sources across all markets. The references that help build credibility can vary significantly depending on the local context, making it essential for brands to adapt their strategies and consider the specific characteristics of each audience.

4. Authority still matters, but it now shares the spotlight with communities

Digital reputation is still built on recognised sources, but the ecosystem is now much broader. AI combines traditional references, such as institutions, academic publications and specialised media, with conversation spaces and online communities where credibility is also created.

“AI isn’t replacing trust. It’s reorganising where trust is found, cited and made visible. Brands won’t succeed by publishing more generic content. They’ll succeed by providing evidence through the local sources, communities, experts and platforms that AI systems use in their responses,” explains Linda Groendyke of Worldcom Public Relations Group.

 In this new reality, brands need to rethink how they build credibility and strengthen their presence across the different ecosystems that influence AI-generated responses. At LF Channel, we help organisations develop communication and public relations strategies adapted to this evolving environment, combining local expertise, brand authority and a global perspective. Get in touch with us.

And it is no longer just about creativity. In such a fragmented media landscape, simply appearing on television during matches is not enough. Brands need to build a story that also lives on mobile devices, across social media platforms, and within public conversations. Multiscreen consumption has become the norm, while content creators have taken on an increasingly strategic role in campaigns, often becoming just as important as — or even more influential than — traditional media investment. Knowing how to navigate and leverage this ecosystem is what now makes the difference between a brand that stays in people’s minds and one that gets lost in the noise.

Because there is a difference between providing the assist and scoring the goal, we take a look at the communication and PR campaigns that successfully finished the play during the FIFA World Cup 2026, while also highlighting some advertising initiatives that helped shape the final outcome.

Levi’s and the Power of a Blank Canvas

As mentioned earlier, brands no longer need to be official sponsors to secure a place in the conversation around the world’s biggest football tournament. Levi’s has successfully proven this point.

One of the FIFA World Cup 2026 venues hosting major matches throughout the tournament is Levi’s Stadium, the iconic venue named after and sponsored by Levi’s. However, FIFA’s “clean stadium” regulations require any branding from companies that are not official tournament sponsors to be covered. Since Levi’s is not an official sponsor, the company had to hide the stadium’s own logo behind a white covering, one that, despite concealing the branding, still hinted at its iconic silhouette.

Image from Forbes Argentina.

Far from detracting from its visibility, the silhouette was enough for fans to recognise whose logo it was, and Levi’s seized the moment with a special rebranding: “Welcoming the world to the beautiful [redacted] stadium!”

The brand didn’t stop there; it brought the banner into the product range with a limited-edition collection under the slogan “So everyone knew? The limited-edition [redacted] tee is now available on levi.com”, The limited-edition [censored] T-shirt is now available on levi.com”), extending the viral buzz to an item that its followers could buy and wear.

Image from Reason Why.

Levi’s turned what could have been a blow to its visibility into a brilliant communications campaign; without spending a penny on media, it managed to get people talking about its brand in the midst of the controversy surrounding FIFA’s ban on unofficial sponsors. A lesson in how the best communications campaigns don’t always stem from a big budget, but from knowing how to read the situation and react quickly.

Jumpers

Jumpers is building a highly recognisable narrative centred on humour, boldness and the ability to capitalise on topical issues without having to play by the ‘written rules’.

Against this backdrop, the company orchestrated one of the most significant moves in its history: the official sponsorship of the Spanish national team during the FIFA World Cup. The constraints were clear: a limited budget and fierce competition from other brands. The solution? To sponsor the official Spanish national team, but in pétanque.

To announce this, Madrid woke up to a huge banner on which the brand proudly declared itself to be the sponsor of the Spanish national team. As this took place just days before the start of the tournament, the advert led people to believe that Jumpers was sponsoring the national football team. However, at the bottom of the banner it was clarified: “Pétanque”.

Image from ElPublicista.

It didn’t take long for the impact to be felt. Both the media and social media picked up on Jumpers’ new sponsorship deal, proving that the move had paid off. The brand has built a very distinct personality through visual campaigns that are direct, humorous and easy to understand.

Rather than a one-off initiative, this move confirms a highly consistent communication strategy. Jumpers is not trying to compete with other brands for the centre of the pitch; instead, it prefers to carve out its own space, differentiate itself, and build a recognisable place in the minds of its audience.

Adidas and “Backyard Legends”

Another standout campaign came from sportswear brand Adidas, which joined the World Cup conversation with an advertising spot featuring an all-star lineup that brought together Messi, Bad Bunny, and Timothée Chalamet, alongside sporting legends such as Zidane and Beckham, among others.

The piece goes far beyond a conventional advertisement thanks to its scale and creative approach. This production blends football, cinema, and music in a way rarely seen before. The unconventional way in which these icons from different fields are brought together generates a level of media interest that traditional advertising spots do not usually achieve.

Image from Marketing Directo.

Beyond the advertisement itself, the crossover generated a significant volume of social media interactions that extended far beyond the campaign, turning an advertising piece into a conversation that reached audiences beyond football fans. And that is precisely why it deserves a place on this list. While its main vehicle was pure advertising, its ability to generate headlines, media coverage, and conversation on its own is exactly what every communication campaign aims to achieve.

Air Transat

It is widely known among football fans that the average price of match tickets is often excessively high, and this is especially true during the FIFA World Cup. In some cases, ticket prices have even doubled or tripled the cost of a transatlantic flight. This has become a recurring topic of conversation, as reflected across social media platforms, and Canadian airline Air Transat identified an opportunity for newsjacking.

Rather than staying on the sidelines, the airline made this conversation the centrepiece of its campaign. The idea was to compare, in real time, the price of tickets for each national team’s matches with the cost of flying to those countries, including destinations such as France, Portugal, and Mexico.

Image from Marketing Directo.

The strength of this campaign lies precisely in the same principle that drives successful public relations: joining an existing conversation with messages that add value. It identified a genuine issue, in this case, audience frustration, and provided an ingenious response. Air Transat did not create the conversation, far from it. Instead, the airline understood how to be in the right place at the right time, turning an existing debate into an effective example of newsjacking.

The FIFA World Cup 2026 leaves us with one clear lesson: winning the conversation depends on understanding the moment and knowing how to respond quickly and strategically. These opportunities rarely happen by chance, and this is where the expertise of a strong PR agency can make all the difference.

At LF Channel, we help brands turn key moments into stories that connect with their audiences and create meaningful impact. Want to discover how to take your communication strategy to the next level? Get in touch with us.

Having an outstanding academic offer is still essential—but it is no longer enough. As new education providers enter the market, EdTech continues to reshape learning, and students and families have more choice than ever, educational institutions need to communicate more than programmes or facilities. They need to articulate a compelling value proposition, build stakeholder confidence and create a distinctive identity that sets them apart.

Whether launching an international school, entering a new market or introducing an innovative EdTech solution, strategic communication helps institutions stand out, build trust and strengthen their reputation.

Why Communication Has Become a Competitive Advantage in Education

The education sector is undergoing profound transformation. Digital learning, artificial intelligence, hybrid education models and the rapid expansion of EdTech are changing not only how education is delivered, but also how prospective students, parents and institutional partners evaluate education providers.

With the global EdTech market expected to exceed US$600 billion in the coming years, competition is intensifying across every segment of the sector. Academic excellence remains fundamental, but it is no longer the only factor influencing decision-making.

As choice increases, trust becomes a competitive advantage.

Building that trust requires more than promoting programmes, rankings or facilities. It means communicating a clear purpose, demonstrating expertise and consistently reinforcing the institution’s reputation across every touchpoint.

This is where strategic communication, public relations and media engagement become far more than promotional activities. They help institutions differentiate themselves, strengthen stakeholder confidence and build the reputation that supports long-term success.

Five Communication Principles That Help Education Institutions Stand Out

Strong institutions are built through consistent communication, not isolated campaigns. The most successful organisations share a set of principles that shape every message, every interaction and every opportunity to engage with their audiences.

1. Define What Makes Your Institution Genuinely Different

Every educational institution has strengths, but not every institution communicates them clearly. Your differentiation may lie in your educational philosophy, teaching approach, student outcomes or the experience you create for students and families. The key is to identify this, and communicate it consistently.

A clear and credible value proposition is the foundation of every successful communication strategy.

2. Understand the Audiences You Want to Reach

Effective communication begins with understanding the people behind every decision. Prospective students, parents and institutional partners have different expectations, motivations and concerns. The more relevant your messages are to each audience, the easier it becomes to build trust.

People connect with institutions that understand their needs before asking for their attention.

3. Choose the Right Channels—and the Right Stories

Visibility is not about communicating everywhere. It’s about being present where your audiences actively seek information, with stories that demonstrate expertise and reinforce your institution’s credibility.

The right story, shared through the right channel, has far greater impact than simply communicating more often.

4. Build a Consistent Long-Term Communication Strategy

Reputation is built over time. A consistent communication strategy ensures that every campaign, media opportunity and piece of content reinforces the same positioning and strengthens your institution’s identity.

Consistency and continuity create recognition. Recognition builds trust. Trust strengthens reputation.

5. Measure Results and Continuously Improve

Measuring results helps you understand what works, refine your communication and make better decisions over time. Monitoring visibility, engagement and reputation enables institutions to adapt their strategy and maximise long-term impact.

The most effective communication strategies are those that continue to evolve.

Building Trust Before Opening: The Brighton College Spain Launch

A strong reputation starts long before an institution opens its doors.

Launching a new educational institution is about far more than opening a campus. Before the first students arrive, families need to know the institution, understand what makes it different and, above all, trust it.

That was precisely the challenge when Brighton College expanded into Spain. Although internationally recognised as one of the world’s leading independent schools, it was entering a market where it had no local presence or brand awareness. The objective was clear: establish credibility, build visibility and position the institution as a trusted choice for families before welcoming its first students.

To support this ambition, we developed a strategic public relations programme that combined media relations, corporate storytelling and thought leadership. Rather than simply announcing the opening of a new school, the strategy focused on communicating Brighton College’s educational philosophy, international reputation and long-term commitment to the market.

Every activity contributed to the same objective: building trust before enrolment began.

The result was far more than early media coverage. Brighton College entered the market with a strong reputation, established credibility among prospective families and a distinctive position within an increasingly competitive education landscape—well before the school opened its doors.

The campaign was later recognised by Top Comunicación as one of the Best Communication Campaigns of 2025, acknowledging how a carefully planned communications strategy transformed the challenge of launching a new institution into an opportunity to build visibility, strengthen positioning and earn the confidence of its future community.

Communication Shapes Reputation Long Before Enrolment Begins

Educational excellence may attract attention, but reputation is what builds lasting trust.

In an increasingly competitive sector, communication is no longer simply about increasing visibility. It has become a strategic discipline that helps institutions differentiate themselves, strengthen their reputation and build meaningful relationships with students, families and stakeholders.

The institutions that stand out are not necessarily those with the largest marketing budgets or the greatest visibility. They are the ones that communicate a clear purpose, demonstrate consistent value and build credibility over time.

Because reputation is not created overnight. It is built through every story you tell, every conversation you have and every experience your audiences associate with your institution.

Strategic communication is not simply about telling your story—it is about ensuring your institution is recognised, trusted and remembered for the right reasons.

If you’re looking to strengthen your institution’s reputation and communicate your value more effectively, download our guide to discover practical insights that will help your institution stand out where it matters most.

At LF Channel, we help educational organisations define their positioning, increase their visibility, and build a strong reputation through tailored communications and public relations strategies designed for an ever-evolving sector.

Looking to strengthen your brand’s reputation in Spain? We’re here to help. Get in touch with us.

For this reason, in a highly regulated and competitive environment, strategic communication has become a key factor for growth, attracting investment, and building credibility. This is where brands that can clearly explain their impact manage to stand out.

The rise of HealthTech in Spain

Spain is consolidating itself as one of the most dynamic HealthTech ecosystems in Southern Europe. Cities such as Barcelona are increasingly concentrating startups, tech hubs, leading hospitals, and international investment linked to digital health and biotechnology.

The sector’s growth is already reflected in concrete figures. According to the National Entrepreneurship Office (ONE), more than 2,100 digital health startups and scaleups in Spain raised nearly €114 million across 61 deals in 2024 alone. This growth is not accidental; it results from a powerful combination of factors such as human talent, research centers, the strength of the healthcare system, entrepreneurship, and the hosting of major global events.

Initiatives such as the Mobile World Congress help position Spain as an international showcase for digital health solutions and artificial intelligence applied to medicine. At the same time, the sector has rapidly evolved toward models more focused on patient experience, clinical efficiency, and prevention, opening opportunities for startups capable of addressing real healthcare system challenges.

Artificial intelligence redefining healthcare

Artificial intelligence has become one of the main drivers of the HealthTech ecosystem, being used in diagnostic support tools, clinical automation, and personalized medicine, with its impact already clearly visible. However, in healthcare, innovation does not guarantee adoption in clinical practice.

Many technology companies fail to succeed because they are unable to translate their innovative value into clear and understandable messages for doctors, patients, investors, or the media. For this reason, it is essential to have internal teams or external partners capable of communicating the full potential of the company to its different stakeholders.

Companies such as Tandem Health, a clinical copilot for medical history taking, reflect this reality well. Much of their growth comes both from their innovative solution for healthcare professionals and from their ability to explain its impact in a clear, simple, and direct way both internally and externally.

Reputation as a strategic asset

Unlike other technology sectors, in healthcare every message has a direct impact on trust. For this reason, communication strategies in HealthTech companies cannot be limited to generating noise or visibility; they must build legitimacy. To achieve this, it is necessary to:

1. Build trust based on evidence.

In healthcare, trust is built. Companies need to communicate with rigor, rely on scientific evidence, and include expert voices that validate their messages. This is especially important in areas such as artificial intelligence, medical data, or digital treatments, where users may be skeptical. Transparency, specialized media, medical spokespeople, and educational content remain essential in building reputation, because if the market does not understand an innovation, it will hardly adopt it.

2. Educate first, sell later.

Many HealthTech startups go beyond launching products or services and focus on creating new market categories, which requires constant education, explaining problems, providing context, and leveraging trends early on. For this reason, agencies such as LF Channel design tailored communication strategies in which educational messaging plays a leading role, especially in complex sectors such as healthcare. This includes managing op-eds, interviews, specialized articles, and SEO content to position educational messages and generate conversation around still-evolving topics.

3. Strategic visibility, not mass visibility.

In the HealthTech industry, appearing in the right place is more valuable than broad exposure. Strategic communication is essential to strengthen credibility, attract investors, position spokespeople as experts, and build trust among patients and healthcare professionals.

The future of HealthTech communication

The trend is for the HealthTech sector in Spain to continue growing, driven by artificial intelligence, digital healthcare, and new care models. The key difference will remain the ability to build and reinforce trust and to clearly explain the real value behind each innovation.

Companies that succeed will be those able to communicate clearly how they improve the lives of patients and healthcare professionals, translating complex concepts into simple and relatable messages. In healthcare, ensuring that people understand and trust innovation is what truly makes the difference—and what truly matters.

At LF Channel, we help HealthTech companies turn their value proposition into relevant, human, and credible stories. Contact us.

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.