Ricardo Aguirre Named Regional Strategic Shopper Lead for Mexico & Latin America

Headshot of Ricardo Aguirre

VMLY&R COMMERCE announces the appointment of Ricardo Aguirre de Ávila as the new Regional Strategic Shopper Lead for Mexico and Latin America. He will be in charge of developing innovative Shopper Marketing strategies, which will show the value behind each brand and help them meet their business objectives, always placing the Shopper at the center.

“I am very excited about the importance that comes with the role of Strategic Shopper Lead, especially because in this new post-pandemic reality, consumers not only get more information before making a purchase decision, they want to experience brand experiences up close, so it is not easy to reach them with a traditional sales speech. Today people look for the value behind each brand and we, as specialists, have the challenge of creating actions that bring the brands closer together and link them more”, expressed Aguirre.

In a first stage within the agency, Ricardo Aguirre de Ávila will focus on meeting the needs and aligning efforts throughout the region for Coca-Cola, a brand with which he has worked side by side for at least 20 years and which, since November of 2021, is part of the client portfolio of WPP.

“For the moment I am going to be focused on Coca-Cola, with the aim of aligning all the efforts made with the brand in Latin America, as well as identifying the areas of opportunity to transform them into value-added results. We want to have a single targeted strategy that sets the standard for innovation throughout the region, so that the units of each country do not feel isolated, but rather that we function in perfect synergy,” he said.

Aguirre de Ávila has 26 years of professional experience in the world of marketing and advertising. He has worked in large companies such as MZM, Visual Latina, Telefónica México, Cheil Worldwide and Ganem Group, where he managed to join forces so that the local agency led the market for seven years as the # 1 agency.

“The incorporation of Ricardo Aguirre to the VMLY&R COMMERCE team is part of our strategy to continue adding talent, experience and knowledge to our end- to-end strategic solutions at the regional and local levels. We are sure that his contribution will add value and strategic vision to our clients and brands, consolidating our commerce approach at a regional level,” said Santiago Cortés, CEO of VMLY&R COMMERCE Mexico.