Hotwire, the global communications agency, has announced the appointment of Ketchum’s Ludi Garcia as managing director of its Madrid office, starting immediately.

Ludi joins Hotwire after spending 14-years with Ketchum (part of the Omnicom PR Group), most recently as associate director and head of the agency’s digital and tech practices. Her wide range of client experience extends across the technology, healthcare, corporate and consumer sectors, working with brands such as Microsoft; P&G; Ikea; McDonalds; Pfizer; Google; Amazon; Symantec / Norton; Cisco; Nokia, Yoigo, Lafarge, Ecovidrio, Philips and Canon. A recognised authority on digital communications and marketing, Ludi also serves as the President of the Commission of Branded Content & Native Advertising at the IAB and she is a professor in Digital Communications at the IAB, as well as lecturing at the Miami Advertising School, ESIC and CEU. 

Starting her career as a journalist on tech publications such as Computerworld, Ludi has also worked in-house in marcomms roles including at Spanish internet giant, Terra. This depth of experience will be invaluable as she works with the Hotwire team to take the business to new heights. 

Ludi will report into Hotwire’s COO, and president EMEA & ANZ, Alex MacLaverty. She said, “We are extremely pleased to welcome someone of Ludi’s experience and reputation to lead our Spanish office. Her style of leadership, personality and digital background are perfectly suited to the ambitions we have for the Madrid team. She joins a talented office that has seen strong growth in the past few years and I’m hugely excited to work with her on the next stage of our business in Spain.” 

Ludi García, new MD of Hotwire Spain added, “I see a great opportunity with Hotwire to contribute to its growth and to establish the business as a true challenger to the existing Spanish PR community. Working with a truly borderless team that works closely together both in country and around the world was a major reason for me to accept this position.” 

Hotwire Spain is ranked number 17 in the top communication agencies in Spain according to El Publicista and has doubled in fee income in the past two years. The agency delivers integrated communication services across both the B2B and B2C sectors.