Anna Roca is a publicist by profession and by heart. She takes more than 20 years in creative agencies. The first decade was dedicated to creativity at Órbital y Contrapunto. The second was focused on strategy and transformation at BBDO. She is currently the General Director of Proximity Barcelona and continues to bet on a holistic vision of communication where business, brand, data, digital and creativity are integrated without frictions. She has always combined her professional career with teaching in universities and business schools. She is also an active member in different professional associations of the sector and has been a jury in creative and efficiency festivals.