Alagón to Head Millward Brown Innovations Team

In the UK, Millward Brown has appointed Jorge Alagón to head its Global Innovations team, which develops strategies to help marketers build strong brands.

Alagón recently relocated to the UK from the company's Mexico office, where he ran the Millward Brown Optimor consulting and marketing sciences practices, and supported the establishment of its R&D unit. Prior to this, he was Director of Strategic Planning at JWT's Latin America office.

He began his research industry career as Analysis Director at Estadistica Aplicada e Investigación de Mercados. He takes up his new role with 20 years' experience in brand strategy, brand positioning and communications optimisation.

'Jorge is a hugely welcome addition to the Global Innovations team and brings a strong background in marketing sciences,' comments Gordon Pincott, Chairman, Global Solutions. 'He joins at a very busy time for the team which currently has a key focus on developing new brand, tracking and digital solutions.'

The global innovations function invests millions of dollars each year in improving Millward Brown's methods, and recently established a neuroscience practice, led by Alagón's predecessor, Graham Page, and a new metric, Creative Viral Potential or CVP, which aims to spot the potential of an ad to 'go viral'.

Web site: www.millwardbrown.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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