Alfonso Borreguero

Alfonso is Vice President of Planning at VMLY&R Mexico, leading the agency's strategic thinking with a holistic approach. He and his team define the communication strategy of the brands to create and maintain their differentiation and relevance for their consumers and stakeholders.

He directs the strategy of connections throughout the consumer journey to define what, where, when and how to engage with the audience to achieve results. 

He also leads the BrandAsset© Valuator (BAV) consultancy in Mexico, based on the world's largest and most prominent empirical brand study. With the BAV methodology, he leads projects to measure and manage brand value to achieve brand growth for our clients. 

During his 20 years of experience in Europe and Latin America, he has worked for clients such as Telefónica, Danone Waters, Sam's Club, Bimbo, Go Daddy, P&G, BBVA, HSBC, LG, Sony Playstation, Heineken, Nutella, Volkswagen, Volvo, Prada, Expedia, Sanofi, GlaxoSmithKline, The Coca-Cola Company, Nutella and Heineken, among many others.

  • Alfonso Borreguero
VP Planning