Daniel Ureña | The Innovator 25 2016
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Daniel UrenaThe Innovator 25:

Daniel Ureña

Managing partner

MAS Consulting

"Questioning how things are done and asking yourself why not is a good first step to bring change"


Ureña has pioneered the development of public affairs in Spain, combining his consulting career with a strong academic focus that includes launching the country's first graduate programme to focus on public affairs and advocacy. Ureña was the first Spanish consultant to be recognised as a Rising Star by US magazine Campaigns & Elections, and to win the American Association of Political Consultants' (AAPC) Pollie Award. In particular, Ureña has proved instrumental in moving public affairs in Spain away from a contact-based approach to one that encompasses a more campaign-oriented planning mentality that mobilises public opinion.

How do you define innovation?

Innovation is the ability of asking different questions to find effective and unreleased solutions to solve problems.

Most innovative PR/comms campaign you’ve seen in the last 12 months?
I loved a campaign by Greenpeace in Spain before the general election to engage political leaders, social networks and media 'transforming' the candidates into kids. The combination of multiple channels (online, offline, media, etc) with great content based in humour and a strong message led to results with deep impact.

What brands and/or agencies are most innovative when it comes to marketing/PR?
Key players from sharing economy are being very innovative in how to address its communications. They have the challenge of promoting new solutions to new rules of the game that are changing the world. It is a huge but exciting challenge.

Describe a moment in your career that you would consider ‘innovative.’
My team and I have been pioneers in Spain applying our broad experience in political campaigns to the corporate world, developing strategies and tactics to mobilize public opinion and generating a solid impact. For many years in Spain, public affairs activities have been traditionally based only on 'contacts', but we have been able to introduce a vision based on methodology, planning and strategy and campaign-oriented focus.

In what area of marketing/PR do you see the most innovation?
Content & creative.

How would you describe the communications/PR industry’s level of innovation?

More innovative then other marketing disciplines.

Where do you see the greatest opportunity for marketing & PR to become more innovative?

Influencer relations.

Who most influences how innovative a brand’s marketing/PR is?

Who is your mentor and why?
Cesar Martinez, founder of MAS Consulting Group. We have been working together for almost 15 years and I have learned a lot from him, one of the leading consultants in the US, with five US presidential elections in his record.

How do you find inspiration?
Listening music, reading a book, talking with team, giving a book...but one of the most productive places for me are planes. When I travel by flight is the perfect time to look for inspiration. For that reason I never forget a notebook and a pencil.

Advice for people seeking to bring new ideas, ways of doing things to their organizations?

Questioning how things are done and asking yourself why not is a good first step to bring change.

In your opinion, what’s the most innovative place in the world?

I had the opportunity to study and work in Washington DC, one of my favorite cities. I don´t know if it is one of the most innovative places, but I love its atmosphere to identify how the world is changing, defining new ideas and new trends that will be applied in the upcoming years all over the world. For a public affairs consultant like me it is the best place to be.

What’s your favorite time of day and why?
Very early in the morning, when everybody sleeps and everything is calm. It is the best moment of the day to work and think.