Carmen Llorente-Barroso holds a PhD in Advertising and Audiovisual Communication from Complutense University of Madrid (UCM) and has devoted part of her career to research in various projects. She has published several articles in indexed journals and regularly participated in international conferences. Her lines of research focus on the study of creative and strategic communication, digital communication and vulnerable groups. She is an active member of Icono14, PROVULDIG2-CM (H2019/HUM-5775) and COMPENSA (PID2019-105398RB-C21). She has been a visiting researcher at the Haas School of Business (University of California, Berkeley). Currently, she combines teaching at Complutense University of Madrid with research work.