APPLE TREE, the strategic communications agency that applies NEW THINKING to increase brand relevance and improve business results, has appointed Irene Hernández as Digital Account Director in the Digital department of its Madrid office. The promotion reinforces one of the agency’s key strategic areas and reflects its commitment to developing talent from within.
A graduate in Business Administration from Carlos III University of Madrid, Irene began her career in marketing at outdoor advertising company JCDecaux. She later joined Reason Why, where she built a strong specialism in digital communications. With more than ten years’ experience, she has led the development of digital strategies for brands across a wide range of sectors, with a particular focus on social media.
Since joining APPLE TREE at the end of 2021 as a Senior Digital Account Executive, Irene has contributed to the digital positioning of national and international brands including Ecoembes, Visa, AstraZeneca, Lactalis and Geely. During this time, she has consolidated a strategic vision of digital communications, supporting clients in the development of campaigns with measurable business impact.
Carme Miró, CEO and Founder of APPLE TREE, said: “Over the past few years, Irene has demonstrated outstanding strategic judgement, leadership and a way of understanding digital communications that fully reflects our NEW THINKING philosophy. We are very proud to support her as she takes this next step in her career.”
Irene Hernández added: “I am very grateful and excited to begin this new chapter at APPLE TREE. During my time at the agency, I have had the opportunity to grow alongside a team I learn from every day and that pushes me to become a better professional. I take on this challenge with enthusiasm, responsibility and a strong desire to continue creating value for our clients and for the agency, while helping drive an increasingly strategic and innovative Digital area.”
With this appointment, APPLE TREE continues to consolidate its position as a leading communications agency. The agency was recently named European Agency of the Year 2026 at the EMEA SABRE Awards, held in London in May, by a jury of communications directors from more than 40 countries.
APPLE TREE was also named Communications Consultancy of the Year in Spain in the PR Scope 2025/26 study. In addition, the agency has been recognised as a Best Agency to Work For for more than a decade, an acknowledgement of the excellence of its professionals and its unique culture.
