APPLE TREE, the strategic communications agency behind NEW THINKING, has appointed Lucía López Account Director in its Corporate Communications & Sustainability team in Madrid. The appointment strengthens one of the agency’s core strategic practice areas and reinforces its commitment to helping clients build brand relevance and deliver measurable business impact.
A Journalism graduate from the Complutense University of Madrid, Lucía brings more than 10 years’ experience in communications and public relations. She began her career at leading Spanish media titles including El Mundo and El Español before joining APPLE TREE, where she has developed her entire agency career.
Lucía joined APPLE TREE as an Assistant and has progressed through the agency to take on her new role as Account Director. During this time, she has worked with national and international brands including Visa, Miravia, Danone, MSC Cruises, McDonald’s and Mahou. She currently specialises in media relations, PR content creation and branded content.
Carme Miró, CEO and Founder of APPLE TREE, said: «Lucía combines deep knowledge of corporate communications with a strategic perspective that creates real value for our clients. Her progression at APPLE TREE reflects our commitment to developing talent and building integrated teams that bring together experience, creativity and purpose.»
Lucía López added: «Growing professionally at APPLE TREE, from my first role as an Assistant to becoming an Account Director, has given me a strategic, human view of communications and a clear commitment to positive impact. Beyond the outstanding projects and brands I have had the opportunity to work with, the most valuable part of this journey has been the constant learning alongside a team that has supported my development from day one.»
With this appointment, APPLE TREE continues to consolidate its position as one of the market’s leading communications agencies. Earlier this year, the agency was named 2026 European Agency of the Year at the SABRE Awards in London, selected by a jury of senior communications professionals from more than 40 countries.
APPLE TREE was also named Communications Consultancy of the Year in Spain in the PR Scope 2025/26 ranking. In addition, the agency has been recognised as one of the Best Agencies to Work For for more than a decade, a reflection of the excellence of its professionals and its distinctive culture.
