Page 76 - BrandZ Top 50 Most Valuable Latin American Brands 2015

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