With a degree in Information Sciences and Advertising from the University of the Basque Country and a Master's in Business and Organizational Communication from Emerson College, Boston, USA, Pedro began his career in the late 80's, working for 1 year at Alas Bates and 3 years at Ricardo Pérez Associates. In 1992 he joined Saatchi & Saatchi as Account Director for Procter & Gamble and VISA International, in 1996 he was promoted to General Manager and in 1998 CEO of Saatchi & Saatchi Spain. In 1998 and 1999 he was a member of the European Council of Saatchi & Saatchi (Big 5).

In 1999, he was hired as CEO of Bassat Ogilvy Madrid, where he led the company until 2005, later partnering with Results International Group, a leading international M&A firm specializing in marketing and communication.

In January 2010, he founded CHINA with his partners Marta Aguirrezabal and Rafa Antón, achieving an impressive creative reputation and recognition in the sector, such as the 2019 Grand National Prize for Creativity. In July 2021, LLYC acquired a majority stake in CHINA, today CHINA - part of LLYC.

Pedro was the Chairman of WWF Spain (World Wide Fund for Nature) and member of its International Board from June 2012 to June 2018 and since 2006, he was also a member of the Governing Council of WWF Spain until his election as Chairman.