We have a team of professionals with extensive experience in the media, capable of performing integral communications management, from the design of strategies and analysis to carrying out any specific mandate.

Clients enjoy the dedication of one single spokesperson of the highest professional stature who takes charge of coordinating the strategy and the communications team.

Consultores de comunicación corporativa y empresarial: Lucía Casanueva.

Lucía Casanueva
Managing Partner

Santander, 1975. Lucía holds a Management Development Program (PDD) from IESE Business School and a university degree in Journalism from the University of Navarra. She began her professional career in 1997 at financial newspaper, Expansión. She has sixteen years of experience in communications consulting, having worked in Germany, the United Kingdom and Spain at firms such as Llorente & Cuenca and Edelman. Lucía enjoys extensive experience in corporate and financial communications. She has also collaborated as a journalist with ABC, El Confidencial and Telva. She founded Proa Comunicación in 2009.

Consultores de comunicación corporativa y empresarial: Valvanuz Serna.

Valvanuz Serna
Managing Partner

Santander, 1974. Valvanuz holds a law degree from the University of Cantabria and started her professional career 16 years ago in Llorente & Cuenca. She worked for clients like Self Trade, Philip Morris, Colgate and Telefónica. She joined Porter Novelli as Account Director in the technology and consumer areas. For nine years she worked in the PR boutique MC Dilo where she has designed and executed PR plans for Spanish and international clients like eDreams, Altran, La Sirena, Hotel Alfonso XIII, Hotel Maria Cristina, Madrid SnowZone, 3i, KPMG, Nec.

Consultores de comunicación corporativa y empresarial: Luis Sala.

Luis Sala

Luis holds a university degree in History from the Universidad Complutense of Madrid. He also holds a degree in business from the University of El País Vasco. Luis Sala worked for ten years at El Correo, the leading newspaper in The Basque Country. He has been a partner at the PR firm Supperstudio. Luis enjoys extensive experience in political communications and has given advice in several political campaigns. Prior to joining Proa he was the Communications Manager for the Basque Government.

Ana Gómez

Vigo, 1978.  Ana holds a bachelor’s degree in Art History from the University of Santiago de Compostela and a master’s degree in Marketing and Communications. She also completed an Executive Program at ESADE Business School on the management of intangible assets: The Global CCO program. She has more than ten years’ experience managing communications and institutional staff, having worked on and implemented various campaigns and communication plans, both institutional and political, as well as for various strategic sectors. Ana has also served as the Head of Communications for the President of the Regional Council of Pontevedra, as Chief of Staff of the Ministry of Economy and Industry, and for the Secretary General for Tourism for the Regional Government of Galicia.

Mireia Fontbernat

Barcelona, 1969. Mireia holds a BBA&MBA from ESADE Business School. She started her career at SEIDOR. Mireia has 24 years of experience in marketing, business strategy and communication and has worked in Sweden, Denmark, the United Kingdom and Spain for various technology and service companies, including Microsoft and Oracle. She has extensive experience in emerging technologies, having helped multiple start-ups enter new markets, define new business categories and position themselves for successful exits. Mireia has managed international communication campaigns targeting traditional media, social media and industry analysts for large companies and SMEs.

Javier Ferrer
Manager of Financial Communications

Pamplona, 1964. Javier has a degree in Journalism from the University of Navarra and holds the European Financial Advisor certificate, EFA. He started his professional career in 1988 in Diario Expansión, and later he worked in regional papers, such as El Dia 16 de Baleares, El Norte de Castilla, and also Reuters Agency. He joined Banco Banif Banqueros Personales in 1997 as its Communication Manager. From then until 2016, he managed the communication of Santander Group’s private banking business, working in coordination with specialized teams in the countries and the corporate areas of Banco Santander. He has specialized in brand positioning: in 1997, for the launch of Banif Banqueros Personales, in 2000 for the merger of BSN and Banif, in 2008 for the launch of Santander Private Banking. In 2017 he launched a personal project, to provide communications  consulting for financial and investment companies . In 2018, he joined Proa Comunicación as a collaborator.

Pablo de Villota
Sport & Entertainment Director

Madrid, 1967. Graduate in Law at Universidad Complutense and Executive MBA by Instituto de Empresa. Highly experienced in Sponsorships & Communications in the Automotive & Sport fields. In the beginning as head of his own agency, developed innovative sponsorship activation activities for companies such as Audi, Bombardier, Seita (Gauloises), Diageo (Johnnie Walker), Quiksilver or Bridgestone. For seven years, at Banco Santander, he was the global director of the Formula 1 Sponsorship, including the activities with Scuderia Ferrari, Team McLaren and 4 Grand Prix. More recently he has been Business development director for Spanish speaking markets at CSM Sport & Entertainment based in London. He has been also a writer for Car & Driver Magazine and a TV pundit for AXN and Canal+.

Bárbara Yuste
Digital Communication Director

Toledo, 1976. PhD in Journalism from the Universidad Complutense. Specialist in corporate communication and digital strategy, with more than 18 years of experience, she has worked to boost the public reputation of several companies and organizations. As Head of Communication at Adigital, she developed communication strategies for Red Innova, the Universidad Camilo José Cela and the SEK Education Group. As one of the pioneers in digital journalism, at ABC she participated in the newsroom transition towards a digital focus and acted as a leader of Media and Networks, a section focused on the digital world. Professor at various universities and business schools.

Yago de la Cierva
Manager of Crisis Communications

Yago is a professor of Corporate Communication and Crisis Communication Management at IESE Business School, both in the MBA program and in open and corporate programs. His latest book is Empresas líderes a través de tormentas y crisis: principios y mejores prácticas en prevención de conflictos, gestión de crisis y comunicación (2018). After graduating with a Law degree, Yago de la Cierva has dedicated his entire career to the four branches of communication: journalism (he founded and directed the international news agency ROMEreports), corporate communication (he was director of corporate communication at IESE), university education and crisis management consulting. His professional interests cover three areas: crisis management, corporate communication in its different aspects and the organization of large events as communication tools.

Ben Kendall
Creative Director

Ben holds an M.F.A. in Cinematographic Production from the University of California, Los Angeles, has a B.A. with Honors in Sociology and Literature from the  Wesleyan University (class of ’87) and is a recipient of the Lewis Award in the Best Critical Essay category. He has been in the management team of Kelsing Comunicación and Warren Films and is a co-founder alongside Santiago Segura de Oz Postprod of the Séptima Ars Film School and Santa Bárbara Music. His work in introducing emotional narrative elements in the 2016 DGT campaign was awarded at the El Sol Advertising Festival and at the Club de Creativos.

Consultores de comunicación corporativa y empresarial: Álvaro Ramos.

Álvaro Ramos
Senior Consultant

Madrid 1991. A Journalism and Audiovisual Communication graduate from the Rey Juan Carlos University, Álvaro began his professional training in local, sports and entertainment media. Following his training at Madrid Actual, Sensacine and Unidad Editorial, he attended a postgraduate training course for digital communication and marketing at the EAE Business School. After specializing in the digital field, he joined Madison -a 360 degree marketing company with four business units- where he worked for two years as a marketing and communication associate in the Business Development department. Since 2016, he has been an account manager at Proa Comunicación.

Consultores de comunicación corporativa y empresarial: Cristina García.

Cristina García
Senior Consultant

León, 1966. Bachelor’s degree in Information Science, branch of Journalism, Universidad Complutense of Madrid. She began her professional career in the magazine Cambio 16 and for 25 years she worked for different local and regional newspapers. The last 18, spent at Prensa Española and Vocento, where she was the Editorial Coordinator of the Regional and National Media. She has worked directly with the editors, assistant editors and editors-in-chief of the main regional newspapers and ABC. She has coordinated the exchange of information between them, the coverage of information regarding Vocento and the implementation of marketing agreements and institutional arrangements.

Reyes Gómez
Senior Consultant

Madrid, 1974. After living two years in the United States, Reyes graduated in Information Sciences, branch of Journalism, from the UCM. In her 20 years of professional career she has specialized in the fields of Communications, Public Relations and Marketing. She has worked at Llorente & Cuenca, Porter Novelli and Hotwire developing strategic planning, campaigns and events for large companies, SMEs and start-ups. In 2007 she received the ADECEC award for the “Best Tech Communication Campaign”. Reyes has also managed the marketing area of NetIQ and Micro Focus multinationals for more than five years, having obtained an average ROI of 140%. In 2013 NetIQ granted her the recognition of “EMEA Support Person of the Quarter”.

Marta Gallardo

Zaragoza, 1993. Graduated in Advertising and Public Relations from San Jorge University, with a postgraduate in Strategic Planning from Miami Ad School Madrid. She began her professional career in the Communication Cabinet of the Parliamentary Group of the Aragonese Party in the Cortes of Aragón. From there, she worked at Madison Experience Marketing, as a communication and marketing executive, and at advertising agencies Tangoº and FCB Spain, as an account executive developing ATL, BTL and social media strategies for clients such as Orbit, Mapfre, Leroy Merlin, MINI or Ubisoft.

Mario Vega

Jakarta (Indonesia), 1997. Mario is currently in his final year at Northeastern University studying International Business. He recently completed a semester of studies at the Comillas Pontifical University (ICADE) where he participated in the E-4 program as part of an international student exchange. Mario has international experience in the financial services sector, having worked in the business systems analysis team of MFS Investment Management in Boston, Massachusetts and at Northstar Group in Jakarta, Indonesia, where he worked with the investment analysis team.  Mario is also a certified PADI divemaster.

Alberto Casero
Front-end developer

Madrid (Spain), 1985.  Alberto graduated as an Information Systems and Software Engineer from the Technical University of Madrid (UPM), where he directed several research projects in the field. He is passionate about software development, especially web development and artificial intelligence. In addition to his professional activities, Alberto is also a director and an instructor of the web developer training program at Keep Coding.

Consultores de comunicación corporativa y empresarial: Roberto San Martín.

Roberto San Martin

Pamplona, 1984. Roberto holds a Hispanic Studies degree and a degree in film and television writing from the University of Navarra and a Community Management degree from the UNED Foundation. Roberto has developed his professional career working in the press department of the regional Government of Navarre and as PR and communications consultant in MC Dilo focused on the creation of companies’ digital presence and social media. He joined Proa Comunicación in August 2015.

Javier Recalde

Pamplona, 1984. Javier holds a degree in Advertising and Public Relations from the University of Navarra and studied Filming and Screenwriting at the New York Film Academy. He began his career in the audiovisual field directing and writing short films and corporate event management for several institutions of Navarra. When he returned from the United States he specialized in ‘storytelling’ for businesses, coordinating events and the creation of digital and audiovisual content in the digital environment. Specialist in telling stories behind the organizations, Javier works as Communication adviser for several companies in Pamplona and has spent the last 6 years as Head of Digital Communication for Tecnun and Ceit, two centers of the University of Navarra.