Sánchez recovers Irene Lozano to direct the new Marca España

irene lozano

Irene Lozano./ Photo: @lozanoirene

 

The Diplomat. 10/10/2018

 

The former MP, journalist and writer Irene Lozano has been the person chosen by the Government of Pedro Sánchez to take the reins of the new stage of Marca España, the institution in charge of spreading the image of the country abroad and which will be renamed España Global.

 

On September 18, the Minister of Foreign Affairs, EU and Cooperation, Josep Borrell, said at an information breakfast that he was willing to “reform and strengthen” Marca España in order to turn it into “an instrument endowed with resources, capabilities and personnel “, since the institution had been created by the previous Government in “atypical conditions that no administration should accept”, without structure, personnel or budget. The minister admitted that it was probably necessary to start “even by looking for an another better name” and by looking for someone else to lead her.

 

According to several media reports, Lozano will be appointed tomorrow by the Council of Ministers as Secretary of State for España Global. Therefore, he will replace the High Commissioner for the Spain Brand, Carlos Espinosa de los Monteros, the man elected in 2002 by the then Foreign Minister, José Manuel García-Margallo, to lead the first steps of this institution.

 

The former MP will head Spain Global, new name of Marca España, as Secretary of State

 

 

Marca España is in the twelfth position of the Nation Brands 2018 classification, a report prepared by the British consultancy specializing in brand valuation Brand Finance and which analyzes the main brands-country of the world through the impact of reputation and image in consumers and foreign investors, as reported yesterday by the institution itself.

 

Irene Lozano, a person with extensive experience as a columnist and in the world of literature and philosophy, was MP for Unión Progreso y Democracia (UPyD) between 2011 and 2015. In October 2015 she left Rosa Díez’s party and barely ten days later she was signed by Pedro Sánchez to join, as an independent, in the candidacy of the PSOE for the December general elections, as well as in the team of experts in charge of preparing the electoral programme.

 

That decision was strongly criticized by numerous socialist leaders, who recalled the strong criticisms that Lozano herself had dedicated to the party during her time in UPyD. After his brief stint in the Socialist Group in Congress, in 2016 she resigned to appear again in the general elections for the PSOE and, since then, she had been separated from political life.

 

 

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