Miguel Lucas (LLYC), 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.

Lucas’ trajectory is a testament to the transformative power of engineers in shaping the future of communication and marketing. His innovative and ethical approach has not only fostered a more inclusive digital environment but also paved the way for impactful changes. His award is a testament to LLYC’s commitment to the profession’s future with innovative profiles.

“I never expected such recognition. It’s truly an honor to receive this award. I am deeply grateful to LLYC for their trust and commitment to innovation. Together, we are demonstrating how the potential of AI and Big Data can drive outstanding outcomes in the communications field,” says Miguel Lucas.

“The most significant aspect is the jury’s acknowledgment of the impact Miguel and his team of over 70 engineers are making within our company and the corporate affairs and marketing sector,” said Luis Miguel Peña, Partner and CEO at LLYC Europe. “This undoubtedly showcases the talent within the firm that has allowed us to offer a competitive edge to the market for years.”

As the founder of LLYC’s Deep Learning department and boasting over 20 years of experience, Lucas has made significant contributions to the firm. His leadership in establishing the data intelligence unit has pioneered new models for social conversation analysis based on engagement metrics. Notably, his innovative approach includes developing an AI-based model to predict reputational polarity, surpassing market-leading tools’ accuracy by over 20 points, as audited by the Universidad Complutense de Madrid.

Additionally, Lucas spearheaded projects such as the launch of AIGent, an autonomous conversational agent specialized in maintaining conversations and answering questions on specific knowledge fields. It 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 and provide better information.