Alfonso Borreguero Joins Y&R México as VP of Strategic Planning

Aug 26, 2017

Y&R Mexico is excited to welcome Alfonso Borreguero as the new Vice President of Strategic Planning! Borreguero brings over 19 years of experience in developing brand strategies globally, regionally and locally for consultancies and advertising agencies alike.

Of Spanish origin, Borreguero has worked and lived in several countries such as the United Kingdom, Austria, Peru and Mexico, where he's been living since 2012. He holds a degree in Advertising and Public Relations from the Universidad Complutense de Madrid. He was also a professor at the European Institute of Design and at the Universidad Complutense de Madrid.

During his professional career, he has played different roles in the strategy department for various WPP companies in Europe and Latin America. Between 2012 and 2015 he served as Vice President of Strategic Planning for Grey Latin America and Mexico, where he was head of the regional sector for more than 12 countries.

Previously, he collaborated with JWT Peru and JWT Madrid as the Director of Strategic Planning. In addition, he was a project leader for the strategic team at McCann Erickson Madrid and a founding partner of TheBigPic, a brand innovation and strategy consultancy with offices in Madrid and Barcelona.

Borreguero has contributed work for many companies and brands including Vodafone, BBVA, Telefónica Group (Movistar, Terra, Vivo, O2, etc.), Volkswagen, LG, Grupo Agbar, Belcorp (L'Bel, Ésika and Cyzone), Prada, Bupa, P & Zest, Wella Koleston, Pantene, etc.), GlaxoSmithKline (Sensodyne, Hinds, Corega, Scott, etc.), The Coca-Cola Company, Nutella, Honda, Heineken, HSBC, Sony Playstation, Abbot (Ensure, Glucerna, etc.) .), Church & Dwight, Oleico, Hasbro and Children's Villages, among others.

"Y&R is a great international benchmark in our industry and is undergoing a very interesting change in Mexico, with a new stage led by CEO, Hector Fernandez. I'm happy to return to the advertising scene and be joining the team," he says.