Spain’s Luca Comunicacion Names New Projects Boss for Spain and Latin America

MADRID--Spanish PR company Luca Comunicacion Corporativa has poached Jaime Hernandez as its new projects director for Spain and Latin America, replacing Fernando Castaneira, who left recently due to personal reasons.

A Luca Comunicacion spokeswoman said Hernandez will handle PR for the agency’s customers at home and in Latin America. Specifically, Hernandez will oversee PR, media relations and events projects for oil company Castrol, British Petroleum, Porsche and Volkswagen and Audi of Espana SA or VAESA.

Prior to joining Luca, Hernandez, 39, was MD of his own as yet undisclosed comms consultancy in Madrid. He also worked as a freelance journalist contributing business articles to top Spanish daily El Mundo and financial magazine Actualidad Economica. Hernandez will manage 7 people in the 12-year-old full-scale PR and comms agency and report to Luca’s founder and managing director, Luis Gonzalez Canamanuel. He will also work alongside Carlos Garcia Conde, the agency’s other project director.

With a 15-strong staff, Madrid-based Luca has operations in Europe, Latin America and Asia; Latin America becoming an increasingly interesting market for the firm.

Luca is one of a handful of Spanish PR agencies –including J.A. Llorente & Cuenca and Citigate Sanchis—which have set up shop in Latin America to cater to the comms needs of Spanish multinationals, which have expanded aggressively in region, becoming the second-biggest investors after the US.

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