Meet the Team: 5 questions for Daniel San Román Vinagre

Continuing with our ‘Meet the team’ series, here we meet Daniel San Román Vinagre – founder and CEO of Spanish PR and communications business Cut Media – which has been SHC’s partner in Spain for the past year.

What made you decide to start your own PR agency?

Cut Media was founded in 2008 as an audiovisual production company, driven by our passion for film, television, and powerful storytelling. In the beginning, we focused on visual narratives, but we soon realised that our clients needed more: a strategic vision that could connect creativity, content, and communication.

That’s when we began to grow into a fully-fledged agency. We brought in talent from marketing, design, digital communication, and brand strategy. Step by step, we expanded our services and evolved into a multidisciplinary team capable of supporting brands at every stage – from concept development to execution and content distribution.

Our PR offering emerged naturally. As we developed integrated campaigns, it became clear how important it was not only to shape the visual message, but also to carefully manage how, when, and through which channels it was delivered. Today, we work across social media, paid media, influencer marketing, editorial content, and public relations – always with a creative approach that aligns with each brand’s values.

Why PR?

I’m especially drawn to the world of public relations because it lies at the heart of something I’m truly passionate about: creating genuine connections between brands and people. It’s a space where creativity becomes trust, and where every message has the power to build reputation, open doors, and generate real impact.

At Cut, we work with brands that want to stand out – brands that see communication not just as a showcase, but as a strategic tool. Over the years, we’ve built a diverse portfolio that spans audiovisual content and digital marketing campaigns.

We strongly believe in the power of collaboration – in bringing together knowledge and different perspectives that elevate the final result. Working with Suzanne and her team allows us to bring value to international projects with a shared vision.

What have been your PR career highlights so far?

One of the most meaningful moments was the launch of the collection by Lady Isabel, a designer with an extraordinary story of talent and resilience, who also has Down syndrome. Her work resonated deeply with the public, reaching over 2.5 million views and generating nearly 5 million organic impressions. The story was featured in major media outlets such as El País, sparking a powerful social conversation around inclusion, fashion, and authenticity.

More recently, we had the opportunity to take part in the opening of Mandarin Palace, a new restaurant in Barcelona. At Cut, we coordinated the launch event, invited key journalists and influencers, and supported the content strategy for social media. The response was very positive, and since then the restaurant has enjoyed a strong reception from the local audience.

In addition, we run our own media platform called Good4Good, which shares inspiring and positive stories. It was born from Daniel’s vision to look at the world through a different lens — one focused on progress, sustainability, and the good things happening around us. It’s a space where we highlight voices, ideas, and initiatives that aim to make a meaningful impact.

Do you see any major differences between PR in Spain and the UK?

Yes, there are clear differences, both in approach and in the pace of work. I had the opportunity to live in the UK for a while, which allowed me to see first-hand how the industry operates there. It’s a very established market, with well-defined structures, clear processes, and a strong focus on reputation management and traditional media relations.

In Spain, although the PR sector has grown significantly in recent years, it remains more flexible and cross-disciplinary. Agencies often integrate PR with content creation, creativity, and digital strategy, which allows us to offer more hybrid and tailored solutions to meet our clients’ needs.

That said, both countries share the same core objective: to connect with audiences through authenticity, strategy, and creativity.

That’s enough about Cut Media… what about you?

Graduated in 2003 from the University of Portsmouth (UK). At that point, the only thing I knew for sure was that it was time to start learning and step into the working world.

My early years in television and production companies exposed me to a wide range of roles — from format creation, directing, editing, camera work, scriptwriting, cinematography, promos, and more — eventually leading me to specialize in directing and production. I worked across various shows and networks, including reality shows, documentaries, music channels, and multi-camera live productions.

Outside of television, I lead the creative agency and production company Cut, where I’ve been directing productions, teams, and advertising campaigns since 2005.

Back in university, they told us the future of audiovisual would belong to “multiskilled” producers — people who knew how to do it all. I took that to heart, and it’s shaped my career ever since, allowing me to work in communication, marketing, and PR for multinational corporations, SMEs, and startups alike.

Despite my audiovisual background in TV and advertising, I discovered that my real passion lies in marketing — designing and executing digital, multiplatform, paid media campaigns, events, social ads, 360º communication strategies, and more.

Experience has given me the confidence to lead projects and campaigns, build the right teams, and solve problems quickly and effectively. I enjoy what I do so much that I keep learning every day, as long as I’m involved in projects that challenge and inspire me.

In return, I bring my experience, knowledge, and dedication to every project I’m part of. That’s the best way I’ve found to make sense of having done so many different — and sometimes unexpected — things throughout my professional career.

I believe in branded content as a powerful communication tool, and in corporate social responsibility as a way to help create a better world.