Client Services Director
Married with three children, Jose María Piera was born in Barcelona in 1961 and studied law at the Autonomous University of Barcelona.
At eighteen, he began his professional career as a distributor of fine art, and eventually became Sales Director for Catalonia.
From there he went to work for Slogan Publicidad, S.A. in 1980, first as an Account Executive and then as an associate and member of the Board of Directors.
In 1986, Jose María was named member of the Board of Directors of RCD Español, becoming Spain’s youngest director of a first-division football club.
He moved to Madrid in 1989 to open an office for Slogan, becoming its Managing Director. In its first year, Slogan Madrid was awarded first prize at the Festival of Advertising Cinema in Madrid.
Returning to Barcelona in 1991, Jose María joined Casadevall Pedreño PRG as one of its founding members and Managing Director, later serving as CEO and Executive Creative Director for its Madrid office. While he was at the firm, the agency was named International Agency of the Year by Advertising Age and won many awards, including the Grand Prix at Cannes for Advertising Cinema and at the San Sebastian Festival of Advertising Cinema. Under his leadership, the agency began its international expansion, working for clients such as Coca-Cola, Macy’s and Swatch.
In 1994, The Coca-Cola Company appointed Jose María founding member of the its agency steering committee and, in 1999, the newspaper El País included him on its list of the Twenty Spaniards of the 21st Century – the only one from the ad industry.
During a sabbatical, he took on projects for Adidas International, a worldwide campaign featuring Bob Marley, and another relaunching Spanish TV station Tele-5’s news program, which featured Àngels Barceló and Juan Ramón Lucas. Jose María then founded El Sindicato with Julio Wallovits – a high-profile creative company located in Barcelona and an innovative breakthrough in Spain’s ad market. There he worked with clients such as Telefónica, El Corte Inglés, Audi, la Caixa, Coca-Cola, Adidas B.V., Planeta, Turismo de Cuba, Open Bank and the Barcelona City Council. The agency won many awards, including for the third time first prize at the San Sebastian Festival of Advertising Cinema. He also worked on his own projects, an internet portal for hoymesiento.com and the film Smoking Room, which won the Goya for Best New Director.
Jose María then joined SCPF as Executive Vice-Chairman, working in the creative department and in strategic planning. SCPF has won first prize twice at the Effies and once at the El Sol Festival.
Jose María is a frequent speaker at academic institutions such as IESE Business School, Elisava Design School, and at major advertising industry events in Spain and Latin America. He has also been a judge at Cannes Lions, Latin Spots Festival, Club de Creativos and El Sol Festival.
A member of the Board of Trustees of the Acciónatura Foundation, an organization dedicated to the preservation of biodiversity, Jose María is a founding member and VP on the Board of Trustees of the Help! Ideas Buenas, a foundation dedicated to achieving economic sustainability for entities including NGOs.