Ureña has pioneered the development of public affairs in Spain, combining his consulting career with a strong academic focus that includes launching the country's first graduate programme to focus on public affairs and advocacy. Ureña was the first Spanish consultant to be recognised as a Rising Star by US magazine Campaigns & Elections, and to win the American Association of Political Consultants' (AAPC) Pollie Award. In particular, Ureña has proved instrumental in moving public affairs in Spain away from a contact-based approach to one that encompasses a more campaign-oriented planning mentality that mobilises public opinion.

How do you define innovation?

Most innovative PR/comms campaign you’ve seen in the last 12 months?
I loved a campaign by Greenpeace in Spain before the general election to engage political leaders, social networks and media 'transforming' the candidates into kids. The combination of multiple channels (online, offline, media, etc) with great content based in humour and a strong message led to results with deep impact.

What brands and/or agencies are most innovative when it comes to marketing/PR?
Key players from sharing economy are being very innovative in how to address its communications. They have the challenge of promoting new solutions to new rules of the game that are changing the world. It is a huge but exciting challenge.

Describe a moment in your career that you would consider ‘innovative.’
My team and I have been pioneers in Spain applying our broad experience in political campaigns to the corporate world, developing strategies and tactics to mobilize public opinion and generating a solid impact. For many years in Spain, public affairs activities have been traditionally based only on 'contacts', but we have been able to introduce a vision based on methodology, planning and strategy and campaign-oriented focus.

In what area of marketing/PR do you see the most innovation?
Content & creative.

How would you describe the communications/PR industry’s level of innovation?

Where do you see the greatest opportunity for marketing & PR to become more innovative?

Who most influences how innovative a brand’s marketing/PR is?
CEO

Who is your mentor and why?
Cesar Martinez, founder of MAS Consulting Group. We have been working together for almost 15 years and I have learned a lot from him, one of the leading consultants in the US, with five US presidential elections in his record.

How do you find inspiration?
Listening music, reading a book, talking with team, giving a book...but one of the most productive places for me are planes. When I travel by flight is the perfect time to look for inspiration. For that reason I never forget a notebook and a pencil.

Advice for people seeking to bring new ideas, ways of doing things to their organizations?

In your opinion, what’s the most innovative place in the world?

What’s your favorite time of day and why?