Carlos Andres Osorio Giraldo

Hispanic consumers represent a diverse and influential demographic, pivotal in shaping trends and driving economic growth. Engaging authentically with these consumers is key to creating meaningful connections, making online panels the optimal tool. Explore the effectiveness of these panels and their advantages: https://bit.ly/4dCybb5

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It’s too good to see @Marcado Libre staying ahead of trends & continuously innovating in marketing approach. Also adaptable to changes in technology advancement and marketing dynamics to remain competitive. ✨🙌🏼 #mercadolibre #madovermarketing #brandidentity #success

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Retail shifts are set to continue shaping the Latin American fashion industry in the coming years. 👗 💎 ⌚ In a recent article, Roberto Ramírez Liberona and I explore how e-commerce and physical stores will evolve in the region, and how each channel should adapt to gain consumers' preference. Check out the insights from Euromonitor on the latest fashion trends in Latin America. #euromonitor #fashiontrends #insights

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I’ve continued reading about Profitable Growth, and to keep delivering results, CPGs are increasingly relying on M&As to fuel growth. Many other brands are cutting underperforming products and adjusting their pricing strategies to optimize profitability and seize new opportunities. For instance, consider how Grupo Bimbo has approached growth through strategic acquisitions. By targeting high-growth categories such as organic foods, they’ve successfully entered new markets while enhancing their portfolio. This targeted M&A approach not only broadens their reach but also aligns with shifting consumer preferences towards healthier, sustainable options. Another example is Unilever, which has been recalibrating its product portfolio. The company has focused on expanding margins by refining its offerings, emphasizing core brands while phasing out underperforming products. This strategy not only alleviates supply chain pressures but also streamlines innovation efforts, allowing them to focus on high-impact products that resonate with consumers. Additionally, many companies have been adjusting their pricing strategies, creating diverse price points and packages to meet different consumer needs while seeking to remain competitive across various market segments. In this dynamic environment, the question arises: how can we leverage data and insights to make strategic decisions that yield the best outcomes for our future growth? #ProfitableGrowth #ConsumerGoods #AI #DecisionMaking

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To envision success, you have to first overcome the hurdles. This episode, which in case you missed it is part 3 of 5, takes us back to the moments before IQOS launched for the first time, 10 years ago. It features our problem-solvers who not only saw the IQOS vision, but also had the grit to navigate through the ups and downs. Watch and enjoy 📺 #Innovation #Smokefree

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Hispanic consumers are a diverse and influential demographic, pivotal in shaping trends and driving economic growth. Authentic engagement is key for meaningful connections, making online panels the optimal tool. Discover their effectiveness and advantages: https://bit.ly/4dCybb5

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Authenticity in #BRANING. Expressing the soul of a brand is paramount. Companies must find the right balance between comercial efforts and brand building as consumers increasingly look for authentic products...

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Seedtag, using its advanced contextual AI technology, Liz, has presented a detailed analysis on Copa América 2024. This tournament, the oldest for national teams organized by CONMEBOL, took place in the United States, bringing together teams from South America and six guests from CONCACAF, competing for the continental title. Read the full article on INSIDER LATAM: hubs.li/Q02HsfRQ0 #CopaAmerica #AI #Seedtag #Liz #ContextualAI #Insights

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🌟 Honoring Mothers: Reflecting on Gender Equality 🌟 As we celebrate Mother's Day, I find myself reflecting on the invaluable lessons my own mother taught me about equality and respect. Raised by a single mother, I learned early on that domestic chores were not solely the responsibility of women but a shared duty among all family members. This upbringing instilled in me the importance of treating everyone with respect, regardless of gender, race, or any other factor. Entering the professional world at P&G, I carried these principles with me. Working alongside diverse teams with over 50% female representation, I believed I embodied the values of equality and inclusion. However, it wasn't until a MARC workshop in Panama, a few years ago I truly grasped the depth of gender inequality. In just a few minutes, the workshop opened my eyes to the privileges I, as a man, had unknowingly enjoyed and the daily challenges women face, both personally and professionally. It was a sobering realization that despite my awareness, I had been a passive supporter rather than an active advocate for change. Mother's Day serves as a poignant reminder that there is always more to learn and do in the pursuit of true equality. Awareness and support are essential, but they must be accompanied by action. Let's honor the mothers in our lives by committing to being not just passive supporters, but active allies in the fight for gender equality. Together, we can create a more inclusive world for all. Catalyst Inc. #MothersDay #GenderEquality #Inclusion #Allyship

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Humbled that I continue to be on this list. The work and thought leadership that Don “eCommerce” Brett brings to the commerce community is outstanding. Happy to be a small contributor to that value. And thanks to those that have listened, it's both flattering and humbling at the same time to think that anyone wants to hear what I have to say! I recommend you give all of these episodes a listen, and the many more that are on the CPG views page. #ecommerce #digitalstrategy #leadership #omnichannel

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To envision success, you have to first overcome the hurdles. This episode, which in case you missed it is part 3 of 5, takes us back to the moments before IQOS launched for the first time, 10 years ago. It features our problem-solvers who not only saw the IQOS vision, but also had the grit to navigate through the ups and downs. Watch and enjoy 📺 #Innovation #Smokefree

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Enhancing Resilience and Performance in Mexico City with The Estée Lauder Companies Inc. Mid Management ⚡ Continuing our Energy-Shift Program with Estée Lauder Companies México, we recently held the Modules 6 and 7 for their mid-management team in Mexico City. This session focused on fostering resilience and enhancing performance under pressure. Estée Lauder is already excelling in their industry, but how do you improve results that are already great? The answer lies in sharpening the focus and creating moments of flow to achieve an Ideal Performance State both individually and as a team 🧠 Our discussions covered managing energy under pressure, emphasizing the balance between pressure and recovery, and the importance of flow and stress management. As we look ahead to the upcoming fiscal year, we highlighted the power of focus and flow to create energy efficiency for business acceleration. Estée Lauder is committed to nurturing a culture of continuous improvement and resilience, investing in the development of their mid-management team to strengthen the entire organization. We appreciate the enthusiasm and dedication shown by all participants: Arturo Ortiz, Alejandra Martín del Campo Minjares, Alejandra Romero Huizar, Ana Jimena Ferrer Gutiérrez, Ana Lourdes Torres Isaak, ANALIE SAINZ POLANCO, Andrea Rodríguez Hernández, Barbara Gomez Carrasco, Brenda Elizabeth R., Carlos Alberto Correa Casillas, Carolina Aldana Benítez, Daniela Bostock, Enrique Estrop, Estela Sánchez Aguirre, FRANCISCO JAVIER GARZA DIAZ, German Luna Mavares, Irery Hernández Sotelo, Laura Moreno Ruiz, María José Juárez García, Marisol Fuentes, Miriam Franco Aldama, Moisés Cortés Hernández, Pilar Ferrer Simon, Raul Mendez Perez, Sofía Bucio Fierro, Vianney Toledo Reyes, YOSELIN LOPEZ, and all the other players. Your commitment is what sets Estée Lauder apart as a leader in the industry. As we move forward, we are eager to see the positive impact these strategies will have on both personal and professional growth, and we're already looking forward to our next modules together 🔜 What are your 3 key takeaways from the modules ? 🤔 #LeadershipDevelopment #EnergyShift #EsteeLauderMexico #HighPerformanceTeams #ExecutiveCoaching

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Latest report on trends driving retail in LATAM

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SIR MARTIN SORRELL at Cannes Lions International Festival of Creativity Known for his precision and unfiltered opinions, Sir Martin Sorrell shares his vision for the future of the marketing industry in a recent Forbes México interview. As always, he speaks candidly, expressing his thoughts and predictions for an industry he has led and shaped for decades. Takeaways * AI Transformation * Sir Martin underscores AI's pivotal role in transforming marketing. "AI is not just a tool but a fundamental change agent for our industry," he states. He criticizes the industry for not fully embracing AI, noting, “Very few agencies are producing real products with AI. They are focusing on promotional videos, but where’s the meat?” * Global Economic Shifts * Reflecting on economic changes, Sir Martin notes, "The global landscape is shifting, and businesses must navigate these changes with agility." He highlights the potential of regions like Latin America and the importance of nearshoring, particularly for countries like Mexico, without foreseeing a global economic turmoil around the corner. * Main Transformations in Marketing * Driven by data and technology. "Data is the new oil," Sir Martin remarks, emphasizing the shift towards data-driven strategies and the need for businesses to harness data effectively, always recognizing the essence of “advertising is about create brand for the long term” * Creativity in the Digital Age * Sir Martin passionately discusses the fusion of technology and creativity. "The fusion of AI and creativity can lead to unprecedented levels of innovation," he asserts. He stresses the importance of integrating AI to enhance creative processes and drive impactful campaigns. * Challenger Personality * Known for his outspoken nature, Sir Martin addresses industry challenges with bold opinions. On Elon Musk's stance on AI, he counters, "Elon Musk came here and said we would be displaced. He said the advertising industry was doomed. I disagree; we are facing disruption, not doom." Video: https://lnkd.in/dYufgkQe Column: https://lnkd.in/dArXaSPw #Marketing #AI #Leadership #Innovation #Forbes #Interview #SirMartinSorrell #GlobalEconomy #Creativity #CannesLions

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Want to triumph on TikTok with your #advertising? TikTok is a powerful juggernaut for brands, but it takes more than just blending in to succeed. Discover how Nestlé’s Japan KitKat creative became a best-in-class TikTok MISFIT with their sensational KitKat YOKUBARI DOUBLE campaign. Unlock the secrets from their captivating campaign, led by Japanese sensation Piko Taro, the cultural zeitgeist behind the viral hit Pen Pineapple Apple Pen! Dare to be a TikTok MISFIT? Then take a look at this #Ipsos paper to unleash the power of effective TikTok advertising 👉 https://lnkd.in/eztUb3Ws #bringbackthemagic #Misfits #effectivecreative

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This new Nike commercial is a Masterclass in consumer insights and branding. Launched just days after the 2024 marathon season, it is a brilliant example of how the brand is connected to its audience. Sore muscles are a struggle runners face the day after a race. This light-hearted approach to post-race soreness speaks volumes about Nike’s understanding of its consumer. Why It Works: Consumer Insight Successful companies are attuned to the challenges their customers face, and this ad reflects Nike's awareness of their athletes pain points (pun intended). The soreness and exhaustion after a marathon may not be glamorous, but it’s a part of the runner’s journey. By showing this in a relatable and humorous way, Nike taps into an experience that resonates with runners across the globe. The inclusion of the radio dedication, “Hope you’re doing okay out there,” reinforces the feeling of community between runners. Branding Excellence This ad is a part of Nike’s "Winning Isn’t Comfortable" campaign, which emphasizes the brand's philosophy: success requires perseverance and the tenacity to push through. This reflects a key tenet of Nike’s branding—authentically highlighting the grit and determination of athletes*. The ad doesn't sell shoes; it sells a mindset. People want to see themselves in the brands they buy, and this commercial makes the aspirational performance of Nike relatable and attainable. Key Takeaway: This ad is not about promoting performance gear—it’s about showing consumers that Nike understands them, supports them, and celebrates every aspect of their athletic journey. This is the purpose of great branding: being more than a product, and instead, becoming a trusted partner in a consumer’s life. Also, it made me laugh. #Marketing #Nike #Branding #ConsumerInsights #Advertising #Athletics #JustDoIt *if you have a body, you are an athlete https://lnkd.in/gsTgyGDb

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Here at Reckitt we have amazing ERG's. This week I will be showcasing the LGBTQ+ERG and had the pleasure of catching up with David Sánchez Carvajal 📣 Describe what your ERG does? We aim to create a work environment where everyone can be themselves, express them freely and be proud of who they are. We create spaces for everyone to learn, to spark conversations, to educate in topics that are less discussed or talked about. We organise events that covers from being a parent as a LGBQT+ person to LGBQT+ History (Stonewall, queer literature, art…). 📣 Explain the types of events that you get involved in? We organise events to discuss different topics: representation in media, queer authors that inspires us, LGBQT+ history, LGBQT+ rights and challenges across the globe. We also organise social events where we get to know each other. Lunch together, Pottery session… So we can get to know each other in different environments and create impactful, nurturing and supporting networks. 📣 Why are you passionate about this ERG? I love making an impact for the community. I enjoy the chance to hear people’s opinion. What is happening within our community, how we are struggling, what we can do to improve visibility, to celebrate diversity, to give voices to those who can’t be heard or are usually ostracized because they are not following the norm. I think it is always important to remind this. As people will take rights for granted and some values as a commodity. 📣 If someone was interested in working for Reckitt, what would you tell them? I would say, Reckitt is a company where you can thrive and grow. Where you can make an impact. Also Reckitt values are aligned with our ERG: We exist to protect, heal and nurture. We are really committed to social causes as we always say: We do the right thing, always and act responsibly and with integrity. So it is always important to remember rights need to be fought for and we need to inspire others and make changes and stand against unfairness. We can’t forget any of this. 📣 What’s your favourite Reckitt product? My favourite Reckitt Product is Air Wick Essential Mist Diffuser. It feels really nice to smell the scent in the room. It is subtle but at the same time it is nice to feel the room smells nice. Can you share a brief overview of you Reckitt journey? I have been working with Reckitt for almost 3 years now. I joined the Safety department and I am still in it. I feel I have grown a lot during this time. I have met amazing people that I can call my family and I feel I have support from them. I feel I have grown a lot as a person as well as professionally in Reckitt, thanks to my colleagues.  #erg #reckitt #LGBTQ+ #proud #freedom

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