Managing Director - Brand Finance Mexico
Laurence is a brand specialist and a consolidated business developer with 25+ years of experience directing client engagements in brand-building disciplines encompassing valuation, strategy, corporate identity, and packaging across numerous sectors and markets. His expertise has been largely in Mexico and Latin America, and more recently, the US. He serves as Director for the Americas Region of Brand Finance, the world’s leading brand valuation and strategy consultancy.
Prior to joining Brand Finance, Laurence founded two independent brand design and strategy firms in Mexico, Brandia and Marca Capital, both of which today, boast double-digit growth and operate strong client portfolios. He was also a partner at The Friedman Group, a retail consultancy, and managed Interbrand’s Mexico office, positioning the firm as the go-to brand consultancy in the region.
In his career, Laurence has serviced clients in banking, such as Citi and CitiBanamex, Nexxus Capital, Banorte, and Bancolombia; leading retail brands such as Grupo Martí, La Europea, Calimax, Walmart, and Yale; and important players in sports and entertainment, including Cinepolis, Televisa Editorial, and Mexico’s National Soccer Team.
Laurence is a frequent contributor on marketing and branding topics in media outlets such as Mexico’s leading daily Reforma, top business TV network, El Financiero Bloomberg, and Colombia’s magazine and daily La República. He recently spoke on brand value at the most important national summit of the oil and gas industry, Onexpo. Laurence is a representative for Mexico before the ISO Technical Committee responsible for reviewing the creation of a transparent, reconcilable, and repeatable approach to brand valuation, ISO 10668 on Monetary Brand Valuation and participates in the US Marketing Accountability Standards Board (MASB), with Brand Finance.
Laurence holds an undergraduate degree from Southern Methodist University and a postgraduate degree from the University of Miami. He spends any free time on the tennis court.
T: USA: + 1 (917) 794 3249 / Mex: +52 1 55 9197 1925