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Luis Miguel Peña, Director of Corporate & Litigation Communications at LLORENTE & CUENCA, Madrid, Spain will chair the new Spanish-language entry judging committee for The 2010 International Business Awards.
 What book are you currently reading?
For entertainment I’m reading A Short History of the World by H.G. Wells (because we should never forget a few things that mankind has known since the very beginning…). On the business side I’m reading In The Court of Public Opinion: Winning Your Case With Public Relations by James F. Haggerty.
What was the last movie you saw, and would you recommend it?
WALL-E. Watching a movie like this is a weekend necessity for a father of a three-year-old girl, although in my opinion it is also a must-see for my generation, both as a parent and as a communications professional. I also recently saw In The Loop, which is an incredible mix of funny dialogue and the “ugly truth” for many in my industry.
What is your favorite sport or hobby?
Football (soccer) and miniature models.
Who is your favorite historical figure?
Jesus Christ.
Who is your favorite living person?
My wife, Ángela.
If you could choose another profession, what would it be?
Racing-car driver.
What quality or qualities do you most value in your business associates?
Commitment, talent, humor, and creativity.
What do you think is the worst bad habit to have at work?
Arrogance.
Is there anything you'd like to improve about your own work practices?
To expand my experience in multi-cultural projects and to continue to work with people that I can learn from everyday.
As someone at the top of your profession, what keeps you inspired or makes you hit the ground running in the morning?
Being challenged every morning with offline and online news, and being able to solve every challenge alongside some of the best people in my professional.
What do you consider has been your greatest achievement in business?
I am most proud of two things: First, being able to grow the career of more than thirty young professionals in the last few years; and second, the work my team did on the IPO of the Spanish bank CAM in 2008.
What advice or useful tip would you give to someone who is just starting out in business?
In this most challenging profession of public relations it is important to be passionate and committed to even the most mundane day-to-day tasks in order for projects to succeed.
About Luis Miguel Peña:
Luis Miguel Peña is Director of the Corporate & Litigation Communications unit in the Madrid office of LLORENTE & CUENCA. Since he joined the firm in 2002, he has worked on the development of strategic corporate communication plans, public affairs, institutional relations, and litigation communications for clients in a variety of sectors including financial institutions, consumer goods, technology, and government. Recently, Peña coordinated the communications team for the first-ever issue of participative shares (IPO) by a Spanish savings bank. Peña also headed the Spanish Ministry of the Environment’s communications strategy on water policy at a national level. Currently, Peña leads a team of 10 consultants with projects underway in finance, telecommunications, culture, tobacco, and foundations.
Peña is a graduate in business administration from the Universidad Autónoma de Madrid and was awarded a diploma “with distinction” in business administration by the University of California, Berkeley. Before joining LLORENTE & CUENCA, Peña worked in communications and marketing for a number of technology and service companies in Spain and the United States.
About LLORENTE & CUENCA:
LLORENTE & CUENCA (LL&C) is the leading public relations consultancy firm in Spain and Latin America, with ten wholly owned offices in Brazil, Argentina, Colombia, China, Ecuador, Mexico, Panama, Peru, and Spain, supplemented by affiliate relationships in the United States, Chile, Bolivia, Portugal, Uruguay, and Venezuela. Founded in 1995 by Olga Cuenca and José Antonio Llorente, LL&C offers a comprehensive strategic consultancy service with more than 250 specialists in the different areas of communication. For more information go to www.llorenteycuenca.com.
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