PAMPLONA: During a workshop at the University of Navarra in Pamplona, the American political advisor César Martínez stressed his impression that immigrants "can be decisive in future elections in Spain".

During this workshop on Creation and Communication of Political Message, the expert has highlighted the importance that people who seek opportunities in other countries have nowadays: "Barack Obama is the son of an immigrant and Nicolas Sarcozy, too.

Why couldn't a child of immigrants run for president of the Spanish government in a few years' time," he said.

Likewise, according to the University in a press release, the political consultant has predicted that "the citizen's candidacies in Spain could be strengthened in the next municipal ones".

César Martínez explained that the voters need "the closeness of their candidates" and added that "although it seems that the political blocks in Spain are strongly structured, we should not rule out possible citizen candidates because, at the end of the day, they know the social realities closely and are the ones who are most enthusiastic".

The expert has advocated research on the electorate in order to enact proposals that are of real popular interest: "At the end of the day, it is the voter who is in charge of an election, so it is essential to know what he or she wants.

"Speaking with proximity to the citizen is a key factor in success," he said, also expressing his conviction that "all proposals, however complex and serious they may be, must be transmitted in a language that is close and simple.

As an example, he said that Barack Obama "knew how to get his campaign message across very well, but the same has not happened with health reform.

César Martínez Gomáriz has been dedicated to communication, political marketing and traditional marketing for 25 years. He was a member of the creative team and advertising director for President George W. Bush's 2000 Hispanic campaign, as well as a member of the Hispanic electorate communications strategy team for the 2004 Bush-Cheney campaign, and creative director for the 2008 McCain-Palin Hispanic area.

He has also prepared dozens of candidates, public officials, entrepreneurs and NGO managers for the media in Mexico, Latin America and Spain.

Currently, he is president of MAS Consulting Group, a firm that provides image and communication advice to various companies, candidates, governments and NGOs in the USA, Spain and Mexico.