Who We Are

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.”

Eugenio D’Ors

Our Approach

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.

Our Values

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.

Consultores de comunicación corporativa y empresarial: Lucía Casanueva

Lucía Casanueva

Managing Partner

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, 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, consultora de comunicación

Valvanuz Serna Ruiz

Managing Partner

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.

Ana Gómez

Galicia Manager

Mercedes Soler-Lluró

Catalonia Manager

Pablo de Villota

Head of Sports Sponsorship Management

Yago de la Cierva

Head of Crisis Communications

Ana Heras

Head of Human Resources

Ben Kendall

Creative Director

Dolors Marco

Pharma and Medical Technology Director

Julia Montoro


Cristina García

Account Director

Ricardo Cuevas

Account Director

Alberto Mendoza

Account Manager

María Domínguez

Senior Consultant

Pilar Larrea

Senior Advisor for Food & Beverage

Arantxa Reinares

Head of Digital Marketing