Joaquín Lorente (Barcelona, 1943), one of the most highly renowned publicists in the world, is the paradigm of a go-getter and a leader in the evolution of creativity and communication.
Considered the enfant terrible of advertising, at the age of 27 he founded MMLB, a company which transformed all that had been established in advertising in Spain, and which turned into the world¬wide leading company of the sector. Since 1985, the com-pany has been leading the largest independent group in the country.
Joaquín Lorente is the creator of the image and development of brands like Osborne, Central Lechera Asturiana, Allianz, Dodot or Evax, and some others that are now world references such as BBVA, Iberdrola, Camper or Fagor, among others.
Joaquín Lorente has been the personal advisor of the presidents Felipe González and Jordi Pujol. He has also done an important teaching job in conferences and through articles. He has published Casi todo lo que sé de publicidad, the best-selling title ever on adver¬tising in Spain, and in Ciudadanos de la Tierra.com, he makes an interesting suggestion of the evolution of democracy in the future.
His extensive creative work has received more than 100 in¬ter-national awards. In 2006, an anthological exhibition based on his work was held under the title «Lorente, creador de marcas» (Lorente, a creator of brands).