Alfonso Borreguero

Alfonso is VP of Planning in VMLY&R Mexico, where he leads the strategic thinking of the agency with a holistic approach. With his team, he defines the communication strategy for brands to create and keep their differentiation and relevance for their consumers and stakeholders.

He leads the connections strategy along 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 leading empirical study of brands. With BAV methodology he leads brand equity measurement and management projects to achieve brand growth for our clients.  

During his 20 years experience in Europe and Latin America, Alfonso has worked for clients like Telefonica/Movistar, Danone Waters, Sam’s Club, Bimbo Group, Godaddy, 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