Miguel Lucas has been named top PR professional in Europe

Miguel Lucas, Senior Global Director of Innovation at LLYC, was recognized as the Best Public Relations Professional in Europe (excluding the UK) at the 2024 PRWeek Global Awards in London. This marks the first time an engineer has received this distinction, acknowledging his contributions to the field of communication through his advancements in natural language processing and artificial intelligence (AI) across various sectors, nationally and internationally.

With over 20 years of experience, Miguel founded LLYC’s Deep Learning department and spearheaded the creation of innovative models for social conversation analysis. He also led the development of an AI model, audited by the Universidad Complutense de Madrid, which predicts reputational polarity with an accuracy surpassing that of market-leading tools by over 20 points.

Lucas spearheaded projects such as the launch of AIGent, an autonomous conversational agent that has been applied in client campaigns, such as ALDI’s ‘Tasty Leftovers,’ and corporate initiatives like ‘Rainbot,’ a tool transforming hate tweets towards the LGBTQ+ community into poems of love and support celebrating diversity, or ‘The Purple Check,’ to combat gender-based violence.

Miguel Lucas was thankful for the recognition and emphasized LLYC’s trust and commitment to innovation. Luis Miguel Peña, Partner and CEO Europe at LLYC, highlighted the importance of the award, acknowledging Miguel’s impact on the communication sector and the talent within the firm.

Miguel’s award demonstrates LLYC’s innovative ethos. We are committed to fostering creativity and innovation, continuously pushing the boundaries in the PR and communication field.

Miguel Lucas

GLOBAL DIRECTOR OF INNOVATION