In addition to taking responsibility for Spain and Portugal, Lorca has been handed the role of chief executive for ZenithOptimedia Latin America.
Lorca will be based in Madrid. He left Initiative in 2004 to return to Spain, having been based in London.
Meanwhile, Publicis Media Groupe, the parent of Starcom and ZenithOptimedia, has appointed Jose-Maria Casero as chairman in Iberia. He will lead the ZenithOptimedia and Starcom agencies as well as developing diversified services.
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