Grupo Bimbo on Global Expansion and the Role of Agencies

Ivan Castano

Grupo Bimbo is a Mexican company and the world's largest baker, with 19,000 registered brands. In a presentation to the 2012 Festival of Media Latam, Marketing Communications Director Ricardo Perez talked about the company's new marketing strategy, which was divided into Brand Context, Target Segment, Insight, Attributes, Personality and Essence objectives.

Grupo Bimbo on Global Expansion and the Role of Agencies

Ivan Castano

Mexico recently joined the Madrid Protocol trademark watchdog to help protect its companies' brands in 80 countries.

The business community hailed the move, as the country's inclusion in the international network will greatly benefit its multinationals. One such company is Grupo Bimbo, the world's largest baker.

The expansionist company, which has ballooned after a spate of acquisitions in recent years, said the protocol will help protect 19,000 brands it has registered around the world. In a statement, General Manager Daniel Servitje, said the intellectual property-protection network...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands