Jury

"More than 20 years in the industry, working in almost every field of communication (advertising agencies, media agencies, media groups and brands themselves), and in several industries (technology, banking, education, health, consumer goods, transportation, travel, insurance, corporate, construction, real estate, fashion, beauty & prestige, gourmet or retail), give Patricia a pretty holistic overview of Marcomms and an open mindset very useful when it comes to adopt alternatives paths of thinking. Hopelessly curious and always in search of the gems hidden within audiences’ motivations and how they connect to culture, her value proposition is a divergent thinking that makes her capable of producing unique strategic approaches and differential brand territories wrapped in meaningful storytelling. She joined Edelman in 2021 to lead the Strategy & Planning work as well as promoting new, more integrated and cross-cutting working methodologies in the agency’s office in Spain. Throughout her career, Patricia has participated in the development of strategic proposals for brands such as: Bankia, Hasbro, Hawkers, Leroy Merlin, Beiersdorf, Campofrío, McDonald's, Renault, Fox, EasyJet, Estée Lauder or Greenpeace and came to Edelman from OMD where she was a Senior Strategy & Innovation Planner. She has previously worked in other agencies such as DDB Pinnacle, Ogilvy or TBWA.