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BrandZ_2015_LATAM_Top50_Report
BrandZ_2015_LATAM_Top50_Report
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RESOURCES<br />
CONTRIBUTORS<br />
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015<br />
BRAND EXPERTS WHO<br />
CONTRIBUTED TO THE REPORT<br />
These individuals from WPP companies provided additional<br />
thought leadership, research, analysis and insight to the report<br />
JORGE ALAGÓN<br />
Chief Client Solutions Officer LATAM<br />
Millward Brown<br />
Jorge.Alagón@millwardbrown.com<br />
FERNANDO ALVAREZ KURI<br />
Vice President<br />
Millward Brown Vermeer, Mexico<br />
Fernando.Alvarez@millwardbrown.com<br />
CLAUDIO APABLAZA<br />
Business Development Director<br />
Millward Brown, Chile<br />
Claudio.Apablaza@millwardbrown.com<br />
LILIA BARROSO<br />
CEO<br />
GroupM, Mexico<br />
Lilia.Barroso@groupm.com<br />
RICARDO BARRUETA<br />
Managing Director<br />
Millward Brown, Mexico, Central America<br />
and the Caribbean<br />
Ricardo.Barrueta@millwardbrown.com<br />
FRANCISCO BAYEUX<br />
Global Innovations<br />
Millward Brown, Brazil<br />
Francisco.Bayeux@millwardbrown.com<br />
Jorge holds a Bachelor’s Degree in<br />
Applied Sciences from Mexico’s ITAM,<br />
and a Masters in Applied Statistics<br />
from Oxford University. With<br />
more than 20 years in the market<br />
research industry, Jorge has worked<br />
in organizations such as J. Walter<br />
Thompson Mexico and Estadística<br />
Aplicada e Investigación de<br />
Mercados S.C. In 2002, Jorge joined<br />
Millward Brown Mexico’s Research<br />
Development Team, a path that<br />
lead him all the way to the Global<br />
Innovations Team in Warwick, UK,<br />
where he launched the Meaningfully<br />
Different Framework to measure<br />
Brand Equity and Value.<br />
Nowadays, Jorge is back in Millward<br />
Brown LatAm commercializing<br />
solutions for clients.<br />
Fernando currently leads Millward<br />
Brown Vermeer in Mexico, Millward<br />
Brown’s consultancy branch<br />
specializing in subjects such as<br />
branding, media and communication<br />
strategies. He holds a Master’s in<br />
Consumer Psychology from Guelph<br />
University and has over 20 years<br />
of experience both on agency and<br />
client side, being responsible for<br />
the design and implementation of<br />
brand strategies in FMCG and service<br />
companies. His areas of expertise<br />
include consumer psychology,<br />
strategy and brand communication.<br />
Claudio has a degree in Sociology<br />
from the Universidad de Chile. For<br />
over a decade he was a lecturer in<br />
research methodology and market<br />
research in different universities of<br />
Santiago.<br />
Claudio has 20 years of experience as<br />
a project manager, area manager and<br />
business manager in different market<br />
research agencies including TNS,<br />
Ipsos, Synovate, Time Research,<br />
Millward Brown, Mori, GfK Adimark.<br />
He joined Millward Brown (for<br />
the second time) in April 2014 as<br />
Business Development Director,<br />
responsible for developing new<br />
accounts and customers.<br />
Lilia Barroso has extensive experience in<br />
the media industry, having worked in this<br />
field for more than 20 years. Currently, she<br />
holds the position of CEO GroupM Mexico,<br />
a holding company integrated by Koan,<br />
Maxus, Mediacom, MEC, Mindshare Mexico<br />
and Xaxis.<br />
Lilia joined J. Walter Thompson Mexico as<br />
Media Director in June 1987. In 1998, she<br />
founded Total Media, the first independent<br />
media unit created by an advertising<br />
agency in Mexico, along with David Byles,<br />
J. Walter Thompson Latin America´s<br />
Regional Media Director. The following year,<br />
Lilia founded MindShare Mexico, J. Walter<br />
Thompson and Ogilvy WorldWide´s media<br />
partner. She returned to the WPP Group<br />
as General Manager of MindShare Mexico<br />
to help lead the company through the new<br />
challenges facing the media scene.<br />
Lilia also participates in judging at events<br />
such as The Effie’s Awards, Círculo Creativo<br />
and “Premios Creer”. She was recognized<br />
as “Executive of the Year” by Mujer<br />
Ejecutiva, “Eagle Awards” by Creativa,<br />
“National Awards” by Ocho Columnas.<br />
Ricardo has over 20 years of experience<br />
in the market intelligence industry,<br />
experience he gained after having<br />
studied a degree in Actuarial Sciences<br />
and Applied Statistics at Mexico’s ITAM.<br />
Managing Director of Millward Brown in<br />
the North LatAm region, he has worked<br />
for the company for the past 16 years.<br />
Ricardo is particularly interested in<br />
understanding the impact of digital<br />
proliferation on the consumer’s mindset.<br />
Francisco graduated as both Business<br />
Administrator specializing in Marketing<br />
(ESPM – Brazil) and Mechanical Engineer<br />
(FAAP – Brazil).<br />
He started at Millward Brown in Brazil<br />
as a Research Executive in 2006,<br />
working in Client Service. In 2014, he<br />
moved to the Regional Solutions team<br />
in LatAm as Product Manager, with the<br />
responsibility of implementing new brand<br />
and commercial strategies according to<br />
global, regional and local needs.<br />
Francisco is currently working with the<br />
Global Innovations team on R&D for<br />
the future self-service offers of Millward<br />
Brown.<br />
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