What the Flack: Adapting in an Ever-Evolving Environment with Lourdes Sanchez
With more than 30 years of experience, Lourdes Sanchez is head of reputation officer, marketing and digital at FCB Newlink, elevating the agency's reputation and keeping it in the Top 5 of the best advertising agencies in Mexico for six consecutive years.
She has positioned some of the leading creative figures in important media, including Forbes' 'The 100 Most Creative Mexicans in the World,' and has spearheaded successful launches in Mexico across categories such as health, sports marketing, tourism, and international corporate events.
Her passion for creativity and innovation has driven her to contribute to award-winning ideas at festivals such as El Sol de Iberoamerica and Cannes. Lourdes has developed impactful PR strategies in CSR for FCB Newlink, as well as for NGOs like APAC, AMNRDAC, Papalote Museo del Niño, Reforestamos México, and World Vision.
She is deeply committed to supporting the UN SDGs and is a member of FCB's Global Sustainability Council. Lourdes has also served as a jury member in prestigious international festivals, including The One Show 2024 and Effie Awards Mexico 2024.
LBB> Tell us about your current role and what you do?
Lourdes> Currently, I am the director of reputation, marketing, and digital Lead at FCB Newlink. From this position of comprehensive consulting, we help our clients gain a complete view of communication. We have achieved this through the combined strengths of two great companies (FCB Mexico and Newlink), as well as the expertise of professionals in areas such as creativity, advertising, digital marketing, reputation, brand building, and organisational culture.
In this way, we implement communication methodologies and tools under a creative and innovative vision, understanding the challenges faced by various business sectors. We become an extended arm of our clients to achieve the shared purpose with their diverse.
LBB> And how did you get to where you are today?
Lourdes> From a young age, I was a dreamer and passionate about everything I did. At nine, I dreamed of being a singer, and even though my voice wasn’t the best, I never stopped trying or showing my enthusiasm.
I studied Communication Sciences with a focus on journalism, but starting my career at an advertising agency made me realise that my true calling was in communication and creativity. I began at Bozell in the creative department, learning from brilliant minds and honing my skills to identify ideas with the potential to elevate PR efforts.
Later, when the agency became Foote, Cone & Belding, I took on the role of regional creative services coordinator, gaining a broader strategic perspective on creativity and its impact. With 32 years of experience, I’ve had the privilege to collaborate with global teams in both creative and PR, which has given me a broader vision of where we are headed as an industry.
With the transition to DraftFCB, I discovered my passion for Public Relations and embraced a new challenge. I realised that building a solid reputation goes beyond what is said about a brand; it's about creating meaningful engagement. Campaigns shouldn’t just tell stories—they should create genuine, lasting connections with people.
I've led social responsibility and corporate volunteer projects that deeply impacted me, especially with AMNRDAC, supporting families of missing persons.
As the industry evolved with digital innovation, I trained in digital environments and social media, understanding the importance of combining creativity with data analysis to connect more effectively with audiences. This preparation led me to my current role as head of reputation officer, marketing and digital lead.
Today, I firmly believe that creativity is a brand’s most valuable resource and that true engagement comes from telling stories that touch people’s hearts.
I'm currently pursuing a second degree in communication and digital content because I believe a good leader must continue learning to inspire their team and stay ahead of the curve.
LBB> What does your average day look like?
Lourdes> My days are very versatile and dynamic. I may have meetings with media, calls with clients, review materials for social networks, coordinate events, or plan strategies with the team. The best part of my job is that every day brings something new and exciting, with no room for monotony. There is always something that keeps me moving and motivated.
LBB> For your organisation, what is the key function of PR and comms? Is it about company culture? Attracting clients? Empowering talent? Something else?
Lourdes> For FCB Newlink, the key role of public relations and communication is to integrate all these aspects: strengthening the organisational culture, attracting clients, empowering talent and, above all, building a solid and coherent reputation. Each communication action we carry out impacts how the company is perceived, so all these pillars come together to achieve a common goal.
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LBB> PR has always been about finding the story / finding the angle. What is your process for staying ahead of the content curve and serving up something fresh and engaging?
Lourdes> My process is based on a combination of experience and constant curiosity. Thanks to my background in both creativity and public relations, I have learned to identify the right angle to maximise the reach of an idea. To stay ahead, I focus on keeping up with industry trends, experimenting with digital tools, and continually incorporating new languages of innovation. The key is not to fear the digital space and to quickly adapt to changes, developing PR strategies that are relevant and effective in today's environment.
LBB> Historically advertising folk have a very different relationship with the media, especially the press, than PR folk. Advertising is about buying ad space and being able to dictate how and where something is presented - that’s a degree of control you can barely dream of in PR. Does that tension still exist, and if so how do you navigate that tension?
Lourdes> As with any PR strategy, everything is built in the short, medium, and long term. The relationship with the press must be nurtured, and I’ve learned that the most important thing is to have good content to offer, something that makes them say, “Wow, I want to publish this now.” And, of course, there is still some tension because you never know if your story will be published, as it is an organic process.
LBB> And what other common misconception do you advertising/production people have about comms and PR?
Lourdes> In my experience, communication ensures that the advertising message is clear and effective, so it genuinely connects with the target audience. Public relations, on the other hand, are essential for creating a positive atmosphere around the brand, managing its reputation, and helping campaigns be perceived favourably.
Lastly, marketing serves as the strategic foundation that defines how we reach our sales and growth goals, using advertising to emotionally connect with consumers and generate demand. When these three elements work together, we achieve a solid and coherent positioning that allows us to meet our goals and build strong relationships with our clients.
LBB> To what extent do you feel 'the work speaks for itself'? To what stage of growth can a business rely on this mantra to gain more clients?
Lourdes> Well-executed work is fundamental and can speak for itself to some extent, but in a competitive business environment, relying solely on this may not be enough. Public relations are a crucial tool to amplify the impact of the work done, build a strong reputation, and attract new clients. However, PR should be seen as part of an integrated communication and marketing strategy to maximise its benefits and support sustainable business growth.
LBB> When it comes to getting coverage/PR for a creative campaign in the consumer press, how should creative teams go about working with their agency’s comms and PR experts?
Lourdes> If the creative team understands PR, they immediately rely on the PR team to work hand in hand. In my case, with experience in both creative and PR, the understanding is easier because PR brings a lot of value to the creative team. Personally, I’ve had the opportunity to contact brands and organisations to execute PR strategies for great ideas. We made a collaborative work. It is a collaborative work that we do.
LBB> When a business is faced with very bad news, what’s the key to getting through it?
Lourdes> In PR there are three essential pillars to facing bad news: transparency, speed, and responsibility. It is crucial for the company to communicate the facts clearly and honestly.
Responding promptly is essential to controlling the narrative and preventing the situation from worsening. The company must take responsibility, present a concrete action plan to resolve the situation, and, if necessary, offer sincere apologies. Showing empathy towards those affected reinforces the image of a committed and conscientious organisation.
Generally speaking, how do you approach the hack/flack relationship? For me, the relationship between journalists and advertisers is based on balance and respect. It is crucial to provide relevant and truthful information to journalists without pressuring them to favour advertisers. I seek to build relationships based on trust and open dialogue, where both parties benefit journalists get valuable stories, and advertisers gain authentic visibility for their brands.
LBB> How does doing comms/PR/marketing for the advertising/production [as appropriate] world differ from any other industry you’ve worked in?
Lourdes> In my experience, communication ensures that the advertising message is clear and effective so that it truly connects with the target audience. Public relations, on the other hand, are essential for creating a positive environment around the brand, managing its reputation, and helping campaigns be perceived favourably.
Finally, marketing is the strategic foundation that defines how we achieve our sales and growth goals, using advertising to emotionally connect with the consumer and generate demand. When these three elements work together, we achieve strong and coherent positioning that allows us to meet our goals and build strong relationships with our clients.
LBB> What are the most useful tools in the arsenal of a PR / comms professional working in advertising / creative industries right now?
Lourdes> Today, artificial intelligence plays a crucial role. AI-driven media monitoring and social media tools like Meltwater or Brandwatch allow us to analyse conversations in real-time and identify emerging trends.
Relationship management platforms like Cision, combined with AI, facilitate the segmentation and personalisation of messages for key journalists and influencers. Additionally, AI in data analysis through tools like Google Analytics and Sprout Social helps predict behaviours and optimise strategies. Finally, creative AI tools like ChatGPT support the generation of relevant and engaging content to better connect.
LBB> In your opinion, how has the role of a PR / Comms professional evolved during your career span? Have things changed greatly or do core tasks / principles remain the same?
Lourdes> Throughout my career, I’ve seen the role of PR professionals shift from being crisis managers and press release handlers to becoming architects of genuine connections. It used to be about controlling the narrative, but now, with more empowered audiences, the focus has changed to listening, engaging, and being transparent.
People want authenticity and expect brands to align with their values. What motivates me now is understanding the expectations of an audience that not only consumes content but also demands to be heard and part of the conversation.
The principles of building relationships and protecting reputation remain, but now it’s about creating real and meaningful impact in a constantly evolving digital world.
LBB> What frustrates you about the way the media and PR have changed over the years?
Lourdes> More than frustration, I see it as an opportunity to adapt and evolve. The changes in media and public relations have been fast-paced and challenging but also exciting.
Understanding new digital dynamics, the immediacy, and the transparency demanded by the audience have motivated me to learn constantly and find new ways to connect with the public. For me, the key is to keep an open mind, accept change as part of our work, and use it to innovate and create a positive impact on how we communicate.
LBB> And what excites you?
Lourdes> What excites me most about this industry is how dynamic and fun it is. For me, humour is essential to staying open-minded and creative. I love interacting with new generations, sharing my experience, and learning from their fresh perspectives. This exchange inspires me and drives me to keep growing. What I enjoy most is seeing how our campaigns make a real impact and help grow our clients' businesses.
I am passionate about exploring new paths, like influencer marketing, to keep brands relevant and connected with their audience over time. That constant energy and collaboration allow me to reinvent myself and adapt in an ever-evolving environment.
