It was on a long weekend in May 2015, next to the sea in Santander that saw them born, when Lucía Casanueva and Valvanuz Serna decided to unite their vision, experience and skills to turn PROA Comunicación into the trusted consultancy for companies and associations from different sectors of activity.
PROA Comunicación was born with the conviction that there was a need in the market for a new standard of high performance communication consulting, based on rigor, excellence and experience.
Our expert senior sailors design and execute projects tailored to each challenge.
We bring on board the best senior professionals in communication, journalism, marketing, audiovisual projects and graphic design according to the specific needs of each project.
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), as well as German studies at the University of Vienna. 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.
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.
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.
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.
Head of Human Resources
Ana Heras Piedrabuena is a specialist in Human Resources, group coaching, training and selection of senior executives. During her extensive professional career she has heldpositions of responsibility in companies such as El Corte Inglés, where she worked for14 years selecting and training managers and future leaders, as well as collaborating in the inauguration of nearly 30 Shopping Centres in Spain and Portugal. She has alsocollaborated in the selection of personnel and the training of teams and managers withcompanies such as Laboratorios Boiron, VP Hotels, Hilton, Dixons Group, Banca March, Imantia, Repsol and Mercados Aries in Ethiopian Electric Power. To solve theproblems of work environment, absenteeism and productivity in some companies, he uses an exclusive group coaching methodology.
She is also responsible for Cedel Foundation’s psychology department and has had herown psychology practice for more than fifteen years. Ana is a member of the SpanishAssociation of Psychosomatic Medicine and the Comillas Alumni Association.
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.
Dolors Marco has 30 years of experience in the health sector, with more than 20 in managerial positions. She spent five years as the Corporate Director of Reputation and Communication at the University Clinic of Navarre at its headquarters in Pamplona and Madrid. In 2017, she set up the first Reputation Department in a Spanish hospital, consolidating the University Clinic as the Spanish private hospital with the best reputation (MRS 2016-2021), and placing it among the 50 best hospitals in the world and among the 40 best Spanish companies (MERCO 2022). During the pandemic, she created, together with her team, a new way of communicating and established a model of relations with the media that had an economic impact of €832m in the year 2019-2020, and placed the University Clinic among the five most socially-responsible Spanish companies.
Over the course of her career, Dolors has worked in all health fields: in public administration, as the Head of Press at the Health Department of the Regional Government of Catalonia; she witnessed the birth and growth of the large hospital groups (USP Hospitales and Grupo Hospitalario Quirón) and experienced, on the front line, the first big merger in the private hospital sector in Spain. She also has experience in consultancy (communication actions) and in multinationals in the sector (pharma, medical technology and hospital groups), like Fresenius. She holds a Bachelor’s Degree in Information Science from the University of Navarre and a Post-graduate in Corporate Communication from Pompeu Fabra University.
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.
Senior Advisor for Food & Beverage
Pilar has worked mainly in the FMCG sector, especially in food and beverages.
She began her career at Canal Satélite Digital as Commercial and Marketing Director at Canal C: From there she joined Diageo in 2002 as Brand PR Manager of brands such as J&B, Cacique, Johnnie Walker and over 12 years she played different roles and achievements such as the development of a pioneering CSR agenda and Responsible Consumption of alcohol in the Spirits industry in Spain, Corporate Communications Management until reaching her last stage as Director of Corporate Affairs in Spain and Portugal integrating all the functions of External and Internal Communications, Sustainability and Public Affairs.
In June 2015 and after the fire in the most important factory, Pilar joined Campofrío Food Group as Director of External Communication and Institutional Relations in Europe, leading the Communication and Public Affairs strategy.
Pilar managed the crisis of the fire in its main factory and the recovery plan until the reconstruction and incorporation of its workers to the new factory, as well as the institutional visits and the inauguration of H.M. The King.
In addition, he set up a system for listening and immediate management of issues in Europe to avoid communication crises.
Finally, during her time at Campofrío Food Group, she has led different award-winning projects in communication in earned media for the Campofrío and Pavofrío brands, among others the Deliciosa Calma campaign or last Christmas, La tienda LOL and a European communication project called “Trust & Transparency” aimed at transparency in its value chain.
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.