+2%

RESOURCES
CONTRIBUTORS
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
CONTRIBUTORS
MARCELA PÉREZ DE ARCE
Client Service Director
Millward Brown, Chile
Marcela.PerezdeArce@millwardbrown.com
DAVID ROTH
CEO
The Store WPP EMEA and Asia
David.Roth@wpp.com
EDUARDO VELASCO MAXIMILIANO
Managing Director
MEC, Peru
Eduardo.Velasco@mecglobal.com
DOREEN WANG
Global Head of BrandZ
Millward Brown
Doreen.Wang@millwardbrown.com
JEANETTE YAÑEZ PAJUELO
Account Group Director
Millward Brown, Peru
Jeanette.Yanez@millwardbrown.com
Marcela is a sociologist by training,
having graduated from Universidad de
Chile. Before joining Millward Brown,
Marcela spent five years in FLACSO, a
Latin American organization for social
research. After that, she became a market
researcher for a variety of companies
including Gallup and TNS. She joined
Millward Brown in 2001, as a quantitative
research executive. In 2009 she became
the Quantitative Client Service Director
and, in 2014 the Chilean Client Service
Director.
Marcela’s experience spans a range of
industries and clients, including the
Falabella Group, Nestlé, Entel, CMPC,
Unilever, Coca-Cola and Telefónica.
David started his career at the House of
Commons working for a member of the
UK Parliament. He swapped politics for
the cut and thrust of advertising. Joining
Bates Dorland, he became main board
director for strategy and Managing
Director of the consulting and digital
divisions. David was the CEO of the
worldwide retail and technology centre
of excellence.
David joined Kingfisher’s B&Q plc, one
of Europe’s largest retailers sitting on
the main board of directors as UK and
International Marketing Director.
David is now at WPP as the CEO of The
Store, EMEA and Asia, the WPP Global
Retail Practice. David also leads WPP
BrandZ, the world’s largest brand
equity study.
David is a non executive director of
NGO, TFT, an organisation dedicated
to sustainable production and on the
board of The Judge Business School,
Cambridge, Centre for International
Business and Management.
Eduardo holds a Bachelor’s degree in
Business Administration from the
Pontificia Universidad Católica del Perú, a
Diploma in marketing from ESAN, and an
MBA from Florida International University.
He has more than 20 years of experience
in advertising and marketing both on the
client and agency side.
Eduardo started his career at J. Walter
Thompson’s Media practice, and spent
seven years with Bellsouth Peru. He was
with the company from its launch in
the country and acted as a director and
coordinator for the region in Havas Media
from Miami and Peru. He arrived at MEC
in 2009 as Managing Director, doubling
the business in 3 years and positioning
MEC as one of the Top 5 agencies for the
country in 2014.
Doreen Wang, a seasoned executive with extensive
experience in providing outstanding branding research
and strategic consultancy services for senior executives
in Fortune 500 companies in both the US and China.
Doreen currently leads the BrandZ global and regional
research and valuation engagements, and all the
marketing initiatives of the BrandZ Global Top 100
Most Valuable Brands, China Top 100, Latin America Top
50, Indonesia Top50 and Indian Top 50.
In Millward Brown, Doreen plays a leading role in
providing branding consultancy services for a diverse
client portfolio of top global and local companies.
She is often invited as the plenary lecture speaker on
prestigious forums including UK House of Commons,
Bloomberg News, CNN, Wall Street Journal and
Cambridge Judge Business School. Doreen translated
the book Grow by ex-P&G Global CMO Jim Stengel into
Chinese and wrote the chapter of “Brand Ideal in China”.
Doreen received her MPA. degree in Marketing
from University of Delaware and her MS degree in
Econometrics from Tianjin University.
Jeanette has a degree in Social
Communication from the University
of Lima, specializing in Marketing,
Advertising and Journalism. She also
holds a Master’s in Marketing from
Centrum – Pontificia Universidad Católica
del Perú. She has more than eight years of
experience in marketing research.
Jeanette started her career in 2007 at
Arellano Marketing, managing different
FMCG and telecommunication accounts.
In 2014, she became Account Group
Director at Millward Brown Peru.
160 161