Young Lions and Cheil Spain: Brightening Spain’s Creative Future

This month, up-and-coming creative duos throughout Spain were challenged to answer a specific brief. As part of Young Lions Digital, they were given just 48 hours to respond with a full presentation of their creative solution, battling it out for a one-in-a-lifetime chance to represent their nation at this year’s Cannes Lions International Festival of Creativity.

For three consecutive years now, Cheil Spain has demonstrated its commitment to emerging talent by sponsoring the Young Lions Digital; but this year, it took things up a notch with the introduction of the Lions Inspirational Tour. The new initiative, which saw Cheil Spain host events in creative schools, was attended by over 170 students, and spearheaded by head of social media, Guillermo Frutos.

Guillermo understands first-hand how crucial the right opportunities are at the beginning of a career. A decade ago, he won a national young talent competition; just seven years later, he became Cheil Spain’s youngest team lead. So for him, Young Lions Digital is more than a competition: “It can be a game-changer, a launchpad for the careers of the industry's youngest talents.”

In this interview with Guillermo, LBB’s Zara Naseer heard more about how he’s unearthing the creatives of the future, what specific qualities he seeks out in young talent, and why they must take risks.

Above: Guillermo Frutos, head of social media at Cheil Spain

LBB> Cheil has sponsored Young Lions Digital for three years in a row – why is it crucial to invest consistently in young talent, and why is the competition such an important part of that for you?

Guillermo> Young Lions Digital is more than a competition – it’s a career accelerator. Investing in young talent consistently is key because they bring fresh perspectives and new energy to the industry. At Cheil Spain, we believe in fostering creativity beyond just the competition itself, which is why we’ve expanded our involvement with initiatives like the Lions Inspirational Tour in creative schools. It’s about creating real opportunities that go beyond Cannes and have a lasting impact in the industry.

LBB> What do you look for in young talent? Are there particular qualities that excite you?

Guillermo> I look for curiosity, disruption, and the ability to think strategically. Creativity today isn’t just about having great ideas – it’s about understanding culture, connecting with audiences, and using insights in smart and unexpected ways. The most exciting young creatives are the ones who see challenges as opportunities to innovate.

LBB> This year, you also launched the Lions Inspirational Tour. How did that idea come about, and what does it entail?

Guillermo> We wanted Young Lions to be more than just a competition; we wanted it to be a platform for inspiration and learning. The Lions Inspirational Tour was born out of the idea of reaching young talent directly, engaging with them in their own creative spaces. We’ve visited top creative schools across Spain, bringing real industry experiences to over 170 students, with sessions led by young talents from Cheil Spain who have already made their mark internationally.

LBB> Over 170 students participated in the tour – what was the feeling like among them? How did they respond?

Guillermo> The energy was incredible. The students were eager to learn, ask questions, and challenge themselves. Many of them told us how valuable it was to get first-hand insights from professionals who had been in their position just a few years ago. There’s a real hunger for knowledge and opportunity, and that’s exactly what we wanted to foster.

LBB> Outside of these programmes, how is Cheil championing and nurturing the next generation within the agency? How have you fostered an environment in which they can thrive?

Guillermo> At Cheil Spain, young talent is not only welcomed but also empowered. From day one, junior team members are integrated into real projects, ensuring they have a voice in the creative process. And it’s not just about fostering junior talent – medium-senior professionals also play a key role in the creative ecosystem by participating as jurors in national and international competitions. It’s about building an environment where talent can evolve and thrive.

LBB> What do you think are the biggest challenges facing young talent today?

Guillermo> The industry is more competitive than ever, and young creatives are under constant pressure to stand out while navigating rapid technological changes. That’s why access to opportunities like Young Lions is so important – it provides unique visibility and networking.

LBB> And finally, what’s your advice to young people who are just starting out in this industry and looking to propel their creativity and their careers? What do you wish you’d known at that age?

Guillermo> Stay curious and take advantage of opportunities like Young Lions – platforms where you can showcase your talent and gain visibility. If you believe in an idea, take the risk, because that idea might hold your essence, your personal touch – something the industry has yet to see and that could be truly revolutionary.