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.

Lucía Casanueva PROA Comunicación

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 has also hold postgraduate studies from Deusto Business School and the London School of Economics (LSE). Her professional career began in 1997 at the financial newspaper, Expansión. She has sixteen years of experience in communications consulting, having worked in Germany, the United Kingdom and Spain at multinational firms such as LLYC, Kreab and Edelman, where she learned the multinationals’ methodology. Lucía enjoys extensive experience in corporate, financial and crisis communications. She has also collaborated as a journalist with ABC, El Confidencial and Telva. In 2009 she founded Proa Comunicación to provide a consultancy strategy oriented towards the business objectives of the companies and associations advised.

Valvanuz Serna PROA Comunicación

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
Basque Country Manager

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
Galicia Manager

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
Catalonia Manager

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.

Rocío Hidalgo
Valencia Manager

Rocío Hidalgo is the director of the branch in the Valencian Community as well as a journalist for CEU San Pablo de Valencia, with her master’s from RNE and Icemd-ESIC. For 20 years she has led corporate communication projects in Madrid and has developed her work as a journalist in the national media. She currently directs and presents the segment “I like it!” on RNE. She has excelled in institutional relations management. Along with creative and entrepreneurial training as well as working on the development of new businesses, she has specialized in litigation communications to protect the reputation of those investigated in criminal proceedings. She has been recognized by the Ministry of Culture with a National Award and has obtained the Silver Antenna as a journalist.

Javier Ferrer
Head 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
Head of Sport & Entertainment

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
Head of Digital Communication

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.

Juan Pons
Senior Advisor

Colonel of the Army (R), he is specialized in defense and aerospace communication. He collaborates/writes in national and international generalist and specialized media and participates in defense and security forums. Founder and first director of the Boletín Informativo del Ejército (Army Newsletter), he has been a lecturer in Public Communication at the General Military Academy of Zaragoza. Officer of the Royal Guard, he has been in charge of operations in Bosnia-Herzegovina and has held the position of director of the Military School of Educational Sciences (EMCE).

Author of books and monographs about defence policy, weapons systems and the space industry. Secretary General of a Group of Companies for four years, he is a member of the Spanish Atlantic Association and the Spanish Association of Air and Space Law.

Christina Milner
Account Manager

Marketing & Communications executive with over 15 years of experience in international professional services firms, including Freshfields and KPMG. Bold expertise in leading marketing & comms. projects in multinational environment, coordinating activities with offices abroad. Global mindset and raised in a multicultural family.

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.

Fernando Pérez – Montero
Junior Consultant

Cáceres, 1997. Fernando holds a Law degree from the Real Centro Universitario Escorial – María Cristina (Universidad Complutense de Madrid), he is specialized in International Public Law and European Union Law. Currently, he is studying an LL.M in International Affairs between the Universidad Pontificia de Comillas (ICAI – ICADE) and 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, he became a legal consultant of counsel in this same law firm.

Lorena Saura
Junior Consultant

Madrid, 1989. Lorena holds a History degree from the University of Alcalá de Henares, where she completed her studies with a scholarship at the British Museum. She holds a postgraduate degree in Cultural Management from the Universidad Carlos III and another one in Museology from the Universidad a Distancia de Madrid. She specializes in Cultural Event Planning and Evaluation, European projects management and in cultural marketing. Lorena has curated the exhibition Cuerpo Presente at La Casa Encendida and also worked on cultural projects management for the South Korean Embassy in Spain, the Spectrum Fest Art and Innovation Festival and coordinated the web content for the OpenArt platform.

Arantxa Reinares
Head of Digital Marketing

San Sebastián, 1975. With a business degree (ADE) from the University of País Vasco. Arantxa began her professional career in Amenca 19 years ago. With more than 18 years of marketing experience from working in companies such as Grupo Zena and The Body Shop, she later joined the digital team at Bankia. Currently, she has spent more than 13 years working in digital marketing agencies with clients from various sectors including: Tinsa, FotoPrix, Unoentrecienmil, CICE, Metlife, Clínica Imema, etc. Arantxa is also part of the Google Partners program.

Carolina Pérez
Office Manager

Madrid. Diploma in Bilingual Executive Secretariat from Riversdale Road University. Carolina began her professional career as a secretary and management coordinator in the sports and culture departments of ONCE organization, later she became purchasing coordinator for the import department of Gastón y Daniela during more than 6 years. She has more than 17 years of experience in the legal sector, having worked as office manager and management coordinator in companies such as Occidental Hotels & Resorts, Baker & Mackenzie and Air Europa.