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RESOURCES
CONTRIBUTORS
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
CONTRIBUTORS
CATALINA BONNET MONTOYA
Managing Director
Millward Brown, Peru
Catalina.Bonnet@millwardbrown.com
GABRIEL ENRIQUE CASTELLANOS
Managing Director
Millward Brown, Andean Region
Gabriel.Castellanos@millwardbrown.com
ANNETTA CEMBRANO PERASSO
CEO
MEC, Chile
Annetta.Cembrano@mecgobal.com
SEBASTIÁN CORZO
CS Senior Consultant
Millward Brown, Argentina
Sebastian.Corzo@millwardbrown.com
FIDEL LA RIVA CRUZ
Managing Director
Kantar Worldpanel, Peru
Fidel.Riva@kantarworldpanel.com
RENATO DUO
Strategic Planning Manager
J. Walter Thompson, São Paulo
Renato.Duo@jwt.com
Catalina has a Psychology degree
from the Universidad de la Sabana
and a Master’s in Strategic Marketing
from the University of Toulouse,
France. She has over 12 years of
experience in market research.
Catalina joined the Millward Brown
team the year that they opened their
offices in Colombia (2002). In 2004,
she moved to France and was part of
the office of Millward Brown Paris for
4 years.
She has extensive experience
in brand health indicators and
the analysis of the efficiency of
communication, developed through
delivering strategic advice to leading
global brands in Europe and LatAm.
Gabriel has more than 17 years
of experience in the challenges
both local and global brands face.
Throughout his career he has worked
extensively both in qualitative and
quantitative research, specializing in
brand building, trade research and
communication strategies.
Prior to joining Millward Brown,
Gabriel held a variety of positions
in areas such as research, brand
management, trade management
and corporate affairs.
Gabriel has a degree in Economics
and also a degree in Finance. His
current position within Millward
Brown is CEO for the Andean Region.
Annetta has over 20 years of experience in
the media industry. She began her career
at Northcote Ogilvy & Mather Chile in 1987
and in 1998 was transferred to New York
City, where she worked as Regional Media
Director for IBM Latin America.
Three years later Annetta moved to
Mindshare USA. In 2004, she returned
to Chile to work for Initiative Santiago,
becoming CEO in 2006. Then in January of
2008, Annetta launched Brand Connection
with the support of Initiative Group.
Later that year, she became President
of Initiative Latin America and Central
America. Annetta launched Reprise
(digital unit) with the support of IPG Group
in 2009 and specialized digital Hubs.
In 2011 she moved to MediaCom Santiago
and in 2012 joined MEC Chile as CEO.
Annetta has been recognized as one of
the most important media professionals
in Chile and Latin America, being selected
to perform as a judge for the International
Advertising Festival Cannes Lions in 2008,
2012, the Effie Awards in 2009, 2014, the
Chilean Advertising Festival in 2007, and
FOMLA in 2013
Sebastián has a degree in Business
Management from the University
of Buenos Aires and a postgraduate
specialization in Marketing from
University of San Andrés.
He started his career at Millward
Brown in 2002, initially as a Research
Executive. He became Account Director
in 2006, managing clients from different
industries (FMCG, Financial services,
Automobiles and Technology) both at a
local and regional level. Between 2010
and 2012 Sebastián developed and
lead the Innovations area, introducing
new research methodologies related to
Neuroscience, Digital and Social Media.
After two years in Consumer Insights at
Mondelez International (Buenos Aires),
Sebastián returned to Millward Brown to
support and enhance analysis projects.
Sebastián has done Management training
courses in the US and UK; he speaks
Spanish, English and Portuguese.
Fidel is a Peruvian economist with more
than 18 years of professional experience
in market research, marketing and
business consultancy. He studied and
lived in Guadalajara, México for 5 years.
Fidel has also worked as a Business
Planning & Analytics Director in
Mindshare Perú and Mindshare Argentina.
He has worked as a teacher in many
Universities and Educational institutes in
Latin America.
Renato graduated in Advertising from
FAAP - Fundação Armando Álvares
Penteado, in São Paulo.
For more than ten years, he was part of the
creative team of different agencies, working
as a Copywriter and Creative Director.
His experience encompassed campaigns
for key brands, both Brazilian and global.
Interested in the development of the
strategic thinking of these brands, Renato
made a change of direction to became a
Strategic Planner. Today, he is part of the
Planning Team at J. Walter Thompson São
Paulo, Brazil, supporting the retail strategic
team, among other clients.
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