Joaquín Lorente is regarded as one of the most important Spanish publicists of the 20th century, a writer who has written numerous best-sellers and is a true advocate of "selling".
At the age of 27 he founded MMLB, the legendary agency that transformed the concept of advertising in Spain. He was responsible for memorable campaigns such as Trinaranjus "without bubbles", Osborne "the bull", Nissan "the Japanese", or BB "buy without money", among many others.
Author of "Piensa, es gratis", Lorente is one of the most outstanding Spanish advertisers of the 20th century.
His creative work has been awarded more than one hundred international prizes, including Cannes, Fiap, San Sebastian, Best Creative of the 70s by Control de Publicidad magazine, the CdC of honor, etc. His creative work has been the subject of the exhibition "Lorente, creator of brands", in Barcelona, in 2006.
Personal advisor to presidents Felipe González and Jordi Pujol, he has developed a valuable teaching strategy through his numerous conferences and articles.
As a writer, his book "Casi todo lo que sé de Publicidad" is a best-seller of about Publicity in Spain, and in Ciudadanos de la Tierra.com, he proposes an evolution of democracy. His book "Piensa, es gratis", on the other hand, has been defined as a powerful stimulus for individuals, groups and companies. It is a non-fiction best-seller and has been translated into eleven languages.
"Tú puedes" is the sequel and offers new strategies for achieving success and is a guide for personal and professional development. It offers a veritable wealth of information on how to gain self-confidence and how to achieve know-how by giving ourselves the freedom to choose, finding the right stage at the right moment and by having the necessary attitude.
Former President of the CAF - Development Bank of Latin America (1991-2017)
Management guru, IESE Business School professor and author
Economist, climate change authority and author of the Stern Report
Disney Author and Motivational Speaker