About me
Nuria is currently Head of Planning at VCCP Madrid and Chair of the Account Planning Association (APG) Spanish Board. She is a hard-core planner who has worked in the past for global agencies such as Publicis, JWT and BBDO. Her experience ranges across a wide span of brands and industries throughout Europe for brands such as Suzuki, Liberty Insurance, Cadbury's, Freixenet and Pfizer. She also worked for several years as a Hispanic Market planner in sunny Los Angeles.
As Chair of the APG Spain she aims to increase the value of planning at a time when it is absolutely relevant to provide creative and effective strategies. It is a new and changing world out there and these are exciting times to be a planner and offer new, different points of view.
Nuria studied Psychology and has a PhD in Communications. She is currently involved in academic research in the field of Cognitive Neuroscience applied to advertising, being a regular lecturer at the University of Barcelona Blanquerna-Ramon Llull and University Pompeu Fabra, having presented her work at congresses like ESOMAR.
In the past 5 years, she has judged at the main creative and effectiveness awards in Spain (Premios a la Eficacia, Festival El Sol, Club de Creativos, IAB).
Sector Experience
My Work
SEE ALL WORK#Nolotiro Boxes
- BRAND:
- San Miguel
- AGENCY:
- Sra. Rushmore
Daughters
- BRAND:
- Mahou 5 Estrellas
- AGENCY:
- Sra. Rushmore
Positions
As Head of Planning my role is to provide strategic creative thinking across all brands; providing top quality analysis, great insights and helpful solutions for our clients.
At VCCP teamwork is crucial and we all contribute to create groundbreaking, liquid ideas such as the following cases, which make me proud as a clear example of the role of strategy in powerful creativity:
During my adventure working there I collaborated with some great campaigns:
- A new direction for successful Mixta Beer, improving the already high brand awareness and continuing to engage its youth target http://www.mixta.es/
- It's never easy to advertise a mattress, or to get a client to agree to use an unconventional celebrity to boost sales http://www.flex.es/tourflex/
I also enjoyed selling hotels to new countries with Iberostar, thinking blue with Movistar, becoming a 0'0 citizen with San Miguel 0'0, or associating soccer, feelings and beer with Mahou.
#Nolotiro Boxes
- BRAND:
- San Miguel
- AGENCY:
- Sra. Rushmore
Daughters
- BRAND:
- Mahou 5 Estrellas
- AGENCY:
- Sra. Rushmore
Director of Strategic Planning
For Renault, working with international team to develop the new global brand image and european campaigns, while leading local promotional strategy for Spain (2 to 3 multiple executions per year). Latest campaign had the objetive of shifting the key image item from safety to quality. It was a strategic and creative challenge that finally worked out and obtained excellent results: http://bit.ly/of0GeY, http://bit.ly/qKm3Ah, http://bit.ly/npFENq
Active participation in New Business pitches: local, European and for South American Publicis affiliates.
