Pablo Alzugaray

Co-founder and partner of Ernest

“Thirty-seven years of this, and I love it more every day.”

Founder and CEO of Shackleton, Shackleton Buzz & Press and Public by Shackleton, in Spain and Latin America. After 18 years as an independent agency, it was acquired by Accenture, described by the industry press as “the biggest corporate transaction in the history of Spanish advertising”.

CEO of Contrapunto, re-founded Contrapunto in Barcelona and created the Contrapunto Group.

CEO of CP Comunicación Proximity (now Proximity), an agency which expanded to Portugal, Argentina, Chile and Colombia. Co-founded Proximity Worldwide and was a member of its global board.

He has received the “Agency of the Year” award 32 times at 7 different festivals and 17 Grands Prix, including Cannes and the Effectiveness Grand Prix of the Spanish Association of Advertisers.

He has been the President of the Jury at the Cannes Lions, Eurobest, El Sol, El Ojo de Iberoamérica, Fiap and Imán festivals, among others, and has been a juror on more than 50 occasions.

In 2020, the Spanish Association of Advertisers honoured him with its Career Achievement award.

In 2019, he became the first non-English-speaker to receive the distinguished Andy Emerson Award, through which The Caples has also recognised the likes of Lester Wunderman, Rory Sutherland and David Droga.

In 2012, the Universidad Complutense gave him the Best Communication Talent award.

FORBES magazine has included him in several editions of its list of The 100 Most Creative People in Business, and Washington Compol included him in The 100 Most Influential Professionals in Political Communication.

He has been a member of the executive committee of the Spanish Association of Digital Economy (Adigital), president of the Spanish Advertising Academy, founder and president of the Spanish Association of Digital Agencies, and a member of the board of directors of the Spanish Association of Advertising Agencies (AEAP).