LLYC - PR Innovation of the Year

Company: LLYC
Company Description: We are a global communications and public affairs consulting firm. We help our clients make strategic decisions within the disruptive and uncertain context in which we live, taking into account their reputational impact. And we collaborate with them to successfully execute them so that they can achieve their business goals, defend their social license to operate and increase their prestige.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: PR Innovation of the Year

Nomination Title: Future Leaders

As a global communications and public affairs consulting firm, LLYC helps clients make strategic decisions proactively, with sufficient creativity and expertise. LLYC holds a leading position internationally with 16 offices in 13 countries, in many of them as a top leading agency.

LLYC focuses on innovation and technology to offer solutions to clients, benefitting from the company’s incorporation of exponential technologies into the traditional field of communications. Tools such as data analytics, AI, and IoT have been added to the firm’s portfolio as it pursues to facilitate client access to these resources, adapting their businesses to this new era.

For LLYC´s 25th anniversary, while committed to creating innovative content and encompassing the latest trends in communication and PR consultancy services, they decided to conduct a pioneering study to evaluate and analyze the new leadership models.

For this reason, LLYC presented an extraordinary study in 2020: " Future Leaders”, through natural language processing and AI techniques, the online content of 120 young leaders in 12 countries was scrutinized. Over a million words, 12.000 tweets, 8.000 posts etc were analysed and compared to contemporary leaders, thus displaying thought-provoking conclusions on personality traits, language used and how they differ from current leaders. https://futureleaders.llorenteycuenca.com/en/

“Future Leaders” is an innovative project that represents the innovation, research and technology of the firm. The follower results are highlighted:

-Over 400 impacts in the media.
-30% increase in website visits.
-Over 80 presentation meetings with clients, prospects, and institutions.
-28% increase in executive contacts.
-1000% increase in leads obtained through Inbound Marketing compared to other company projects.
-3,000 new followers on the LLYC social media channels.

These results are a consequence of an international communication and promotion strategy, performed in 12 countries.

The study was presented at Sondersland, the largest online talent festival in Spain organized by Trivu and a global young talent ecosystem.

Overlapping with the 25th anniversary of the firm, an integrated communication campaign was planned in 12 countries where LLYC operates:

PR:
-Press releases for the main general and specialized media.
-Specific content related to the topic: articles, interviews and podcasts.
-Participation by Future Leaders in the Tier 1 media of each country.

Online:
-Develop a social media plan (2 months).
-Digital relationship strategy based on the mapping of strategic profiles.
-Introduction of the LLYC brand in conversations of innovation in existing communities and prospects.

Inbound marketing:
-Distribution of the report to leading clients and databases.
-Inbound marketing actions from the web´s landing page.

Clients and prospects:
-Webinars and online events, based on the report, in each country, with the participation of Future Leaders.
-Meetings with clients, organizations and associations to provide in-depth explanations of the study methodology used and its main conclusions.

2020 was marked by an uncertain environment, but LLYC persevered continuing to develop innovative projects and position themselves in the innovation and technology sector.

Therefore, “Future Leaders”, a pioneering research study, achieved incredible results. Through NLP techniques and AI, LLYC has released a report that identifies the traits and qualities of our Future Leaders in relatively broad terms.

For this, LLYC partnered with Trivu to conduct an exhaustive analysis to provide an outlook on the new generation of Spanish- and Portuguese-speaking leaders. Using NLP techniques and AI, the online content from a wide selection of young leaders born after 1990 in 12 countries (Argentina, Brazil, Chile, Colombia, Ecuador, Spain, the US, Mexico, Panama, Peru, Portugal and the Dominican Republic) was analyzed.

A similar exercise was developed using samples from current leaders. Using this, the technology team formulated a profile for each group and established a comparison, extrapolating conclusions to reveal differences in how leaders express themselves and act. In fact, new leadership is emotional, empathetic, less analytical, and focused on the common good.

The technological components used were: API from IBM Personality Insights (based on interview datasets Machine Learning), Scripts Python (to capture data from Twitter, analyze data using Panda, and NLP processing with SpaCy), and Node.js and Puppeteer (for scraping texts from no established API open sources). This shows the pioneer tecnology used by a communication cosulting firm for an international study.