Nuria Serrano

Nuria Serrano

Board Chair at APG Spain, Head of Strategy at VCCP Spain
Madrid, Spain


Nuria is currently Head of Planning at VCCP Madrid and Chair of the Account Planning Association (APG) Spanish Board. She is a hard-core planner who has worked in the past for global agencies such as Publicis, JWT and BBDO. Her experience ranges across a wide span of brands and industries throughout Europe for brands such as Suzuki, Liberty Insurance, Cadbury's, Freixenet and Pfizer. She also worked for several years as a Hispanic Market planner in sunny Los Angeles.

As Chair of the APG Spain she aims to increase the value of planning at a time when it is absolutely relevant to provide creative and effective strategies. It is a new and changing world out there and these are exciting times to be a planner and offer new, different points of view.

Nuria studied Psychology and has a PhD in Communications. She is currently involved in academic research in the field of Cognitive Neuroscience applied to advertising, being a regular lecturer at the University of Barcelona Blanquerna-Ramon Llull and University Pompeu Fabra, having presented her work at congresses like ESOMAR.

In the past 5 years, she has judged at the main creative and effectiveness awards in Spain (Premios a la Eficacia, Festival El Sol, Club de Creativos, IAB).

Sector Experience


Head of Strategic Planning
Madrid, Spain
September 2012 - Present (5 years 1 month)
When top UK agency VCCP ( opened in Spain in 2012, I accepted to be one of the three leaders of this start-up adventure. Four years later we are an agency of 60+ people and work for some of Spain’s key brands such as Liberty Group, Suzuki, Microsoft, Freixenet and Plátano de Canarias.
As Head of Planning my role is to provide strategic creative thinking across all brands; providing top quality analysis, great insights and helpful solutions for our clients.
At VCCP teamwork is crucial and we all contribute to create groundbreaking, liquid ideas such as the following cases, which make me proud as a clear example of the role of strategy in powerful creativity:
Director of Strategic Planning
Madrid, Spain
January 2012 - January 2012 ()
Worked with a team of two planners to provide strategic insight for key clients. Sra Rushmore is a local agency well known for its outstanding creativity (see as well as digital media innovation.

During my adventure working there I collaborated with some great campaigns:
- A new direction for successful Mixta Beer, improving the already high brand awareness and continuing to engage its youth target
- It's never easy to advertise a mattress, or to get a client to agree to use an unconventional celebrity to boost sales

I also enjoyed selling hotels to new countries with Iberostar, thinking blue with Movistar, becoming a 0'0 citizen with San Miguel 0'0, or associating soccer, feelings and beer with Mahou.
Director of Strategic Planning
Madrid, Spain
February 2007 - January 2012 (4 years 11 months)
Strategic support for key client: Renault. Other clients: Carrefour, Garnier, Pernod Ricard and Nestle.
For Renault, working with international team to develop the new global brand image and european campaigns, while leading local promotional strategy for Spain (2 to 3 multiple executions per year). Latest campaign had the objetive of shifting the key image item from safety to quality. It was a strategic and creative challenge that finally worked out and obtained excellent results:,,
Active participation in New Business pitches: local, European and for South American Publicis affiliates.


Doctor of Philosophy (PhD) in Communication Grade Cum Laude

Universitat Ramon Llull
2005 - 2013 (8 years)
Activities and Societies: Creative and Strategy Research Group Dissertation on "Advertising and Memory" (How to incorporate new cognitive neuroscience learnings about memory in daily advertising challenges)

Master Field Of Study Marketing

University of California, Los Angeles
1996 - 1997 (1 year)

Master Psychology

Universitat Autònoma de Barcelona
1984 - 1988 (4 years)

Similar Talent

Jessica Wheeler
Head of Strategy at Leo Burnett
Leo Burnett
Guillaume Martin
Piet Wulleman
Head of Strategy
Duval Guillaume
David Broad
Head of Communications Strategy
McCann New York
Katie Mackay
Joint Head of Strategy
Mother London
Frederic FRAMBOT
head of strategy
Marc Audrit
Head of Strategy
Hungry and Foolish
Mattias Nyström
Partner/Head of Strategy
Great Works

Create a free Talent profile and become a member of AdForum

Get Started