Puan-Cruz Más Vidal founded Comunicación Empresarial, which became Porter Novelli Iberia in January 2004 and includes Porter Novelli Spain and Porter Novelli Portugal. Both consultancies are within the top five communications practices in their respective countries. As vice president of Porter Novelli Iberia, Juan-Cruz is a member of the European Brand Board, having taken an active role in all the Vision Project meetings held in Europe. Although he lives in Madrid, Juan-Cruz divides his time between the Porter Novelli offices in Spain (Madrid, Barcelona and Valencia) and Portugal (Lisbon). Juan-Cruz is a journalist (University of Navarra) and holds master's degrees in business management. He has served as president of ADECEC—the Spanish association of communications consultancies—and as board member of CEOE (Spanish employers' association). Currently, Juan-Cruz is a member of the Assessment Council and a professor for the master's program in political and corporate communications offered by University of Navarra in collaboration with George Washington University.
"PR has a lot in common with civil engineering," says Juan-Cruz. "What we do is build bridges and shorten distances with a realistic approach, ultimately searching for solid results."