Given the truth of the phrase 'you're from where you went to university', I consider myself to be from Madrid, although I was born in a small town called Pueblo de Alcocer. My professional life has been dedicated to advertising, an often reviled activity, but one I feel proud of. I began over forty years ago and can truthfully say that I have made my way up the career ladder working in multinational companies. At present, I am president of BBDO, Spain, a communications group comprising 8 companies in Spain. From a global perspective, BBDO is by far the most creative group of agencies on the planet. For the last fout years, I have been president of the Asociation de España de Agencias de Publicidad and have been a juror at some of the world's most important festivals, including Cannes.