Faced with a context of uncertainty, the Ambassador Brands project arises in Mexico, which aims to encourage brands of Mexican origin to use their strength to help strengthen the image of their country of origin. It is a project led by Loni Lyons, founding partners of The Ambassador Brands, Diana Dávila and Silvia Cacho-Elizondo.
Through a panel made up of 22 leaders from the marketing industry, such as Ana María Olabuenaga, CEO, Olabuenaga & Cuchi, Álvaro Rattinger, CEO Merca2.0, Grupo Comunicación Katedra, Leopoldo Garza, Chairman, Grupo WPP México, Isabel Ramos, General Director , Interbrand Mexico and CAC and more made the nomination of 90 brands. In accordance with the established criteria, each panel member nominated ten brands according to the established criteria. Subsequently, a filter was made in which the brands that only had one nomination, generics and brands that did not meet the criteria were eliminated. Each panel member chose ten brands again. Brands that received only one nomination were again removed. And thus they obtained the list of 27 semi-finalist brands.
The 27 semi-finalist brands were the following:
2. MOBILE AMERICA
4. GRUPO BIMBO
10. FRIDA KAHLO
14. JOSÉ CUERVO
18. PINEDA COVALIN
19. PUERTO VALLARTA
21. SAN MIGUEL DE ALLENDE
Today the award ceremony was held in which the winners of the project were announced.
AEROMÉXICO AVOCADOS GRUPO BIMBO CANCÚN CINEPOLIS CORONA FRIDA KAHLO JOSÉ CUERVO KIDZANIA PUJOL XCARET
In this first edition there was a tie and 11 winners were reached. This project closes with a book and the publication of the 11 winning brands. To end the event Loni Lyons added, “We want our initiative to be the beginning of a national dialogue on how our brands can help strengthen the image of the country and we want it to be an invitation for each brand and each person to assume the responsibility of building a great image of our country “