Luis became a Professional motor racing driver in 1972. After winning many races including the Spanish Formula National Championship in 1975, he became one of the two drivers of the Spanish National F3 Team in 77. He moved on to the Communications sector in the 80’s working as the Press and PR manager of BMW Spain, Porsche and Kawasaki and later Alfa Romeo. He Moved to BMW Ibérica in 1983 to become the Corporate Communication Director and three years later joined also the International Public Relations Committee of BMW AG, in Munich. He has gained university degrees in Journalism and Communication. In the 90’s he founded his own company, LUCA Comunicación Corporativa that was successfully in business for more than 25 years working for top national and international clients. It recently merged with Alana Consultores, a PR Spanish new concept agency for the future. He is the founder of Dircom (Spanish Association of Communication Directors - www.dircom.org) and actual President & CEO of the International Public Relations Network, www.iprn.com. Also a member of the EACD and the Global Alliance for PR. Luis has more than 30 years experience in communication, PR, project leadership and management areas. He has led several high profile projects throughout his career including “Premio BMW de Pintura” the Spanish Challenge to the America’s Cup in 92 and 95 and “Barcelona 1.000 Days to the Future” with Discovery Channel. Also, he has been involved with several campaigns for Banco Santander leading bank in Spain.