"Thirty-seven years in this and I like it more every day".

He founded and presided over Shackleton, Shackleton Buzz & Press, and Public by Shackleton, in Spain and Latin America. After 18 years of independence, the agency integrated into Accenture, in what specialized media described as “the largest corporate operation in the history of Spanish advertising”.

He presided over Contrapunto, re-founded Contrapunto in Barcelona and created the Grupo Contrapunto.

He presided over CP Comunicación Proximity (now Proximity), an agency that 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 Grand Prix, including those from Cannes and the Grand Prix Eficacia from the Association of Advertisers.

He has been 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 awarded him its prize for Professional Trajectory.

In 2019, he became the first non-Anglo-Saxon distinguished by the Andy Emerson Award, with which The Caples has also recognized Lester Wunderman, Rory Sutherland, or David Droga, among others.

In 2012, the Complutense University awarded him the Best Communicative Talent award.

The magazine FORBES has included him in several editions of its list of The 100 Most Creative People in Business, and Washington Compol included him in the list of 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 Academy of Advertising, founder and president of the Association of Digital Agencies, as well as a member of the board of directors of the Spanish Association of Advertising Agencies (AEAP).