Leroy Merlin. Think global to act (very) local.

Leroy Merlin has a presence across all of Spain. And that, in communications, is not an automatic advantage.

Habits, consumption rhythms, key moments, and even the way people relate to the store all change from place to place.

ensuring brand coherence while adapting each activation to the local context of each territory.

The starting point was our 9 offices distributed across the country: Galicia, Basque Country, Catalonia, Madrid, Valencia, Zaragoza, Málaga, Seville, and the Canary Islands. From these offices, we work in a coordinated way, but with direct knowledge of each area.

This allows us to understand, for example:

• Which media work best in each region.
• When it makes most sense to activate local campaigns.
• How consumer behavior varies depending on the environment and city.

From this structure, we manage the communication for all Leroy Merlin points of sale, adapting messages and media plans to the reality of each store, without losing consistency at the national level.

It’s not about replicating campaigns, but adapting them: adjusting coverage, selecting relevant media in each area, and optimizing advertising pressure based on each market’s real potential.

In this process, Client Space serves as the backbone platform for the project’s outdoor communication. Thanks to its store and media geolocation capabilities, it allows us to:

• Analyze user density around each point of sale.
• Define the audience profile of each area.
• Identify their place of origin (home, work, or living area).
• Make precise decisions about where, when, and how to reach people in each territory.

The daily work thus combines centralized coordination and territorial execution, supported by data and local knowledge.

A model that allows us to react quickly, optimize resources, and design media plans truly tailored to the reality of each store, without losing consistency or global vision.