A communications and reputation management consultancy firm that has been offering tailor-made solutions to meet our clients’ needs since 2009. We are loyal, perfectionists and love a job well done, and we are also committed to the results of our work.
“Between two explanations, choose the clearest; between two ways, the most basic; between two expressions, the most concise.”
We work hard to create value for our clients.
Everyone at PROA is aligned with our clients’ businesses, knowing that every point of contact is an opportunity to leave a positive and lasting impression, an opportunity to build an impeccable reputation of success. Our capacity to adapt and be flexible enables us to form multi-disciplinary senior teams based on the scope of each challenge. We work as an extension of client teams, as just another member of their crew.
We believe in the importance of enjoying our work and using it to shape a better society, bringing pragmatism, optimism and honesty to everything we do. This commitment is reflected in the proposals we offer to our clients, in the relationships we build between ourselves and our partners and suppliers, and in the final results from the projects we undertake. Every day we strive to demonstrate the utmost levels of quality, professionalism, honesty and integrity.
We aspire to be the best in terms of results, dedication and commitment to the success of our clients.
Our goal is to help our clients achieve their reputational and growth targets, and do so as effectively as possible in terms of time, resources and results.
Flexibility is part of our DNA and it enables us to respond efficiently to the challenges of our clients, offering them the best solution to suit their reality, with the best senior talent in the market and with tailored services throughout the process.
In these times of noise characterised by haste and short-lived ideas, we advocate the necessary reflection for taking decisions that will have a positive impact on our clients’ reputation and businesses and on society.
It was during the 2015 May Bank Holiday in Spain, sat at the bar in Cañadío, close to the sea in their home town of Santander, when Lucía Casanueva and Valvanuz Serna, two former professional colleagues, decided to combine their vision, experience and skills to transform PROA into the trusted consultancy firm of company boards and senior executives in Spain. This was how PROA came to be, based on a firm conviction that there was a niche in the market for a new standard in high-performance communications consultancy services based on rigour, excellence and discretion.
Lucía Casanueva is a professional with extensive experience in corporate, financial and crisis communications. Over the course of her more than 20-year career, she has worked in Germany, the United Kingdom and Spain at leading multinationals in the sector, such as LLYC, Kreab and Edelman. She set up PROA Comunicación in 2009 and swiftly gained the trust of her clients thanks to her experience and knowledge of the business sector. Her professional achievements include the management of crisis communications following the railway accident in Santiago de Compostela in 2013; consultancy on the investment by OHL in Inmobiliaria Colonial; the communications strategy adopted by the hotel chain Room Mate to become a love brand; and corporate consultancy and advice on operations for clients that include Lacoste, Artá Capital, Mercapital, The Boston Consulting Group, etc. With a commitment to excellence and client satisfaction, her tenacity and hard-working nature always drive her to stay one step ahead of the competition. She has been published in the media, including Expansión, El Confidencial, Voz Pópuli, ABC and Telva. She has a Degree in Journalism from the University of Navarre, has completed an Executive Development Programme (PDD) at the IESE Business School and studied a post-graduate degree at the Deusto Business School and the London School of Economics (LSE). She is a member of the Ex-Alumni Associations of IESE, the University of Navarre and Corporate Excellence, and the Advisory Board of the Woman Forward Foundation.
Valvanuz Serna Ruiz is a specialist in corporate communications, mainly in the FMCG and professional services sectors. She has more than 20 years of experience in the creation, development and implementation of integrated communications plans for national and international clients in various sectors. She has worked for clients that include Diageo, Talgo, Citigroup, Philip Morris, Colgate and Telefónica, to which she provided consultancy services at times of crucial change in the market. In 2015 she joined Lucía to head up PROA and position it as the benchmark consultancy firm for effective communications. Valvanuz began her career at LLYC and, following periods at Porter Novelli and Ketchum, she became a partner director of the MC Dilo agency, where she designed and implemented external and internal communications plans over nine years for Altran, eDreams, La Sirena, Hotel Alfonso XIII, Hotel María Cristina, 3i, KPMG and NEC. Her perfectionist nature and attention to detail are reflected in everything she does. Conveying her love for the profession to the PROA team is one of her top priorities. She has a Degree in Law from the University of Cantabria and has completed a Corporate Leadership in Innovation and Entrepreneurship Programme at the Deusto Business School. She is a member of Deusto Business Alumni.
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Phone: (+34) 91 088 23 34
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A specialist in political communications and management, Luis has extensive experience as a consultant on election campaigns and processes. He held the post of Head of Communications for the Regional Government of the Basque Country Spokesperson and Justice and Public Administration Councillor, and worked for ten years as a journalist at the El Correo newspaper. Luis was also a partner at the communications and design consultancy firm, Supperstudio.
Luis Sala has a Doctorate in History and a Degree in History from the Complutense University of Madrid, a Diploma in Business Studies from the University of the Basque Country and a Master’s Degree in Journalism.
Northern Area Manager
With more than fifteen years of experience in Strategic Communication, Institutional Relations and Corporate Branding with a high component of innovation, Cristina has developed her professional career in business, public administration and the third sector. She has worked in Communication and Institutional Relations offices of the University of Alcalá and the Ministries of Justice and Science and Innovation, having participated in high level national and international projects. She has been Director of Institutional Relations at Indra, as well as a consultant for different family companies.
She is co-founder of the Asociación Mujer y Talento (Women and Talent Association), whose objective is to develop women’s talent in the educational, social, cultural, sporting, artistic and professional fields.
Cristina has a degree in Labour Sciences from the University of Alcalá, an Executive MBA from IE Business School, a Master’s in International Relations and Foreign Trade from the Institute of Training and Employment and an Advanced Course in Investor Relations from the BME (Spanish Stock Exchanges and Markets).
Ana has more than ten years of experience in leading communications firms and institutional firms. She has worked on and implemented various institutional and political communications campaigns and plans in various strategic sectors. Ana has been Head of Communications for the President of the Provincial Council of Pontevedra and Office Director at the Economic and Industry Affairs Council and at the Secretariat-General for Tourism of the Regional Government of Galicia.
Ana has a Degree in the History of Art from the University of Santiago de Compostela, a Master’s Degree in Marketing and Communications and has completed an Executive Programme at the ESADE Business School, The Global CCO, on the management of intangible assets.
With over 25 years of experience in marketing, strategy and communications, Mireia has worked in Sweden, Denmark, the United Kingdom and Spain at technology and services companies that include Microsoft and Oracle. She has extensive experience in new technologies, having worked for various start-ups to help them get a foothold in new markets, define new business categories and successfully position themselves for stock market flotations or acquisitions. She has designed and implemented communications and reputation campaigns targeted at media, industrial analysts, social media and official bodies for major companies and SMEs on an international level.
Mireia has a Degree in Business Science and an MBA from the ESADE Business School. She began her career at SEIDOR.
Rocío Hidalgo is a specialist in litigation communications to protect the reputation of parties under investigation during criminal proceedings. For over 20 years, she has led corporate communications projects and developed her career as a journalist in the national media. She currently directs and presents the ¡Me gusta! space on RNE and excels in the field of institutional relations. Creative and entrepreneurial in the field of training, as well as in the development of new business, this journalist from the CEU San Pablo de Valencia has been recognised by the Ministry of Culture with a National Prize and received the Antena de Plata Prize for journalism. Rocío also has a Master’s Degree in RNE and in Icemd-ESIC.
Financial Communications Manager
Myriam is a corporate communications and reputation management expert with a professional experience of more than 20 years. She has held executive positions at different entities within the financial industry in Spain, including national and foreign Banks. She has been deputy head of media relations at Banco Santander (1997-2002), and head of communications at Banco Urquijo (2002-2007), MBNA – Bank of America Group (2007-2008) and Deutsche Bank Spain (2008 – 2015). Business oriented, through her career Myriam has acquired deep strategic and crisis skills as well as a global business view. She led communications in large financial transactions such as the merger between Banco Santander and Banco Hispanoamericano and the sale of Banco Urquijo to Banco Sabadell.
Myriam has a Degree in Business and Economics from CUNEF University, Madrid.
Pablo has extensive experience in the world of sponsorship and communications in the world of sport and the automotive industry. At the start of his career while heading up his own agency, he developed innovative sponsorship stimulus programmes for companies that include Audi, Bombardier, Seita (Gauloises), Diageo (Johnnie Walker), Quiksilver and Bridgestone. He was then Global Formula 1 Sponsorship Manager for Banco Santander for seven years, overseeing agreements with the Ferrari team, McLaren and 4 Grand Prix. More recently, he has been responsible for business development in the Spanish-speaking world for the multinational sports marketing company CSM, based in London. He worked with various communications media, such as the magazine Car & Driver, and as a sports commentator on AXN and Canal+.
Pablo has a Degree in Law from the Complutense University of Madrid and an MBA from the IE Business School.
Our specialist in corporate communications and digital strategy, Bárbara has over 20 years of experience and has worked on promoting public recognition of various companies and organisations. She was Head of Communications for the Spanish Association of the Digital Economy (Adigital) during its most recent period and developed communications strategies for Red Innova, the Camilo José Cela University and the SEK Education Institution, among others As one of the pioneers in digital journalism, she supported ABC in its editing shift to digital and promoted its Medios y Redes section on the digital world. She is a professor at various universities and business schools.
Bárbara has a Doctorate in Journalism from the Complutense University.
Head of Crisis Communications
Yago has extensive experience in corporate communications and crisis communications management, a subject he also teaches as a professor at the IESE Business School, both on the MBA programme and on open and business programmes. His most recent book is entitled “Empresas líderes a través de tormentas y crisis: principios y mejores prácticas en prevención de conflictos, gestión de crisis y comunicación” (2018). After receiving his Degree in Law, Yago de la Cierva dedicated his career to the four branches of communications: journalism (he set up and ran the international news agency, ROME Reports), corporate communications (he was Head of Corporate Communications at the IESE Business School), university education and consultancy on crisis management. His professional interests cover three areas: crisis management, all aspects of corporate communications and the organization of major events as communications tools.
An expert in the production of creative content, Ben headed up the general management of Kelsing Comunicación and Warren Films, and set up Oz Postprod together with Santiago Segura. He is also a founding partner of the Digital Television Film School Séptima Ars and Santa Bárbara Music. His work to introduce emotional narrative elements into the DGT 2016 campaign was recognised by the El Sol Advertising Festival and the Club de Creativos.
Ben has completed the MFA Programme in Cinematographic Production at the University of California in Los Angeles, and has a BA with Honours in Sociology and Arts from Wesleyan University (1987). He also won a Lewis Prize in the Best Critical Essay category.
Graduated in Journalism at the University Rey Juan Carlos. Antonio has a Master in Digital Communication and Social Networks at the University Europea, and a Master in Leadership and Civic Commitment at the University San Pablo CEU.
Antonio began his professional career in Cadena Cope, covering national and financial information. Then he worked for El Corte Inglés, where he was part of the communications team that designed the launch strategy for the internal employee app, NEXO. Antonio continued his professional career at Estudio de Comunicación, a communications and public relations agency, where he worked on defining and implementing strategies, as well as managing the communications processes of many national and global companies.
Cristina began her career at Cambio 16 and has worked for various local and regional newspapers for 25 years. She spent the last 18 of those years at Prensa Española y Vocento, where she was Editorial Coordinator for Regional Media and National Media. She has worked directly with editors, deputy editors and contributors for the main regional daily newspapers and ABC, coordinating the exchange of information between them, the coverage of information concerning Vocento and the execution of marketing and institutional agreements.
Cristina has a Degree in Information Science from the Complutense University of Madrid.
After living in the United States, Reyes obtained a Degree in Information Science from the Complutense University of Madrid. Over the course of her 20-year career, she has specialised in the field of communications, public relations and marketing. She has worked at Llorente & Cuenca, Porter Novelli and Hotwire, developing strategic plans, campaigns and events for major companies, SMEs and start-ups. She received the ADECEC Prize for “Best Technology Communications Campaign” in 2007. Reyes has also led the marketing area for the multinational companies NetIQ and Micro Focus for over five years, obtaining an average ROI of 140%. In 2013, NetIQ named her “EMEA Support Person of the Quarter”.
Consultor
Consultant and journalist specialised in Institutional Communication, Politics and Public Affairs. José also has extensive experience in electoral campaigns, where he has worked on defining strategies and preparing countless public interventions.
These roles reflect his ability to transform data and information from a wide variety of sources into qualified knowledge, structured both to attract the attention of the general public and to achieve effective action.
Some of the most relevant aspects of his professional career include his work as an advisor to two Cabinets of the Presidency – the Spanish Government and the Community of Madrid – and his work as a columnist about International Relations and Culture in some of the main Spanish newspapers.
Consultant
A graduate in Law from the Real Centro Universitario Escorial – María Cristina (UCM), Fernando specialises in Public International Law and European Union Law. He has a Master’s degree in International Affairs from the Universidad Pontificia de Comillas (ICAI – ICADE) with a mention in legal-economic matters, and a Master’s degree in International Relations from Georgetown University (Washington, USA). He began his professional career in the Administrative and Commercial Law departments of Gómez y Asociados (Madrid) as a Paralegal Assistant, later becoming a legal advisor of counsel at the same firm. He has an extensive international experience, including periods in the United Kingdom and participation in seminars around Europe.
Consultant
With training in the world of art, Lorena specialises in the planning and evaluation of cultural events, European project management and cultural marketing. She curated the exhibition entitled Cuerpo Presente at La Casa Encendida and worked on cultural project management at the South Korean Embassy in Spain, the Spectrum Fest art and innovation festival and coordinated the website content for the OpenArt platform.
She has a Degree in History from the University of Alcalá de Henares, where she completed her studies with a grant at the British Museum. Lorena also has a Master’s Degree in Cultural Management from the Carlos III University and in Museology from the Madrid Open University.
Arantxa began her career at Amena 20 years ago and is a marketing specialist with experience at companies including Grupo Zena, The Body Shop and Bankia, where she formed part of the digital team. She has worked at Digital Marketing Agencies with clients in various sectors, such as Tinsa, FotoPrix, Unoentrecienmil, CICE, Metlife and Clínica Imema. Arantxa is part of the Google Partners programme.
She has a Degree in Business Administration from the University of the Basque Country.
Junior Consultant
A journalist and historian from the University of Navarra, she completed her studies with a Masters in International Relations at the London School of Economics and Politics (LSE) and a stay at the University of Illinois in the United States. With a varied background, she has worked as a Community Manager at the International Observatory for the Study of Terrorism, a collaborator in International Cooperation NGOs and a writer for esglobal. She has specialised in communication, public affairs and international and economic diplomacy..
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