FARO

WHAT
WE DO_

To build powerful and inspiring business strategies to guide our clients in any part of the world towards sustained demand growth through their brands.

Our track record and obsession is on delivering results.

Services

Commercial Capability

Invest in the people and the organization to unlock growth by developing the skills in consumer insight, brand building and business analysis. Enable the organization behind  culture change, processes and tools to develop competitive advantages to fuel sustainable growth.

Growth Strategy

Growth Advisory

Be your business advisory growth board by periodically reviewing the business and its strategy effectiveness, results and landscape changes to ensure validity of strategy, anticipate challenges and curse correct or revamp strategy if necessary.

Commercial Capability

BRAND growth

MARKETING Strategy

Elevate the understanding of the context, the category & competition and organize brands and resources to win in the market and maximize return of investment.

MARKETING Strategy

Elevate the understanding of the context, the category & competition and organize brands and resources to win in the market and maximize return of investment.

BRAND Strategy

Craft inspiring, differentiated and relevant brand positionings and design the right marketing mix to convert them into powerful growth levers.

POS growth

SHOPPER Strategy

Design point of sale action plans anchored on profound shopper understanding using the store as a brand building and category growth tool.

SHOPPER Strategy

Design point of sale action plans anchored on profound shopper understanding using the store as a brand building and category growth tool.

TRADE Strategy

Develop partnerships behind win-win game plans between manufacturers and retailers to transform the point of sale into a growth engine for both. 

Platform for growth

Business Strategy

Define the business game plan to achieve the desired goals by identifying the key sources of growth and strengthening the key differentiators.

Business Strategy

Define the business game plan to achieve the desired goals by identifying the key sources of growth and strengthening the key differentiators.

INNOVATION Strategy

Define the role of innovation across opportunities, fulfill business ambitions and achieve long-term market leadership and consumer preference.

Our Process

DESTINATION

We anchor an ambition and define growth objectives for the business.

HOW TO WIN

We design the key strategies to reach growth objectives.

NAVIGATION PLAN

We establish priorities for action and define a plan to reach destination.

proceso.svg

WHERE TO NAVIGATE

We select the opportunities and markets that will be our source of growth.

CAPABILITY

We define and develop the key competencies required to implement the strategy.

GEOGRAPHIES_

FOOD
& RETAIL_

NABS
BEER
& SPIRITS_

Pharmaceutical and Health

Entertainment
& TRAVEL

RETAIL

E-COMMERCE AND FINTEC

OTHERS

Blog

Building Brands and Growing Sales at the Point of Sale

The most accepted brand building models assume the vast majority of consumer relationships with brands happen outside the store. In consequence, we spend the majority of
our budgets ––and time– bulletproofing the portfolio strategy; crafting inspiring, differentiated brand positioning models; and amplifying all of the above through brilliant plans and suffcient media investments.

Read more ...

A team of game changers and creators that embrace each project as their own.

- Beatriz Patrón, General Business Manager-Sigma.

"FARO’s work was great in all aspects. They built a model that is helping us everyday in the creation of a strong brand."

- Gonzalo Turureño, CMO-Unitec

"For Choice Hotels the value added created by FARO is undoubtedly a solid base to help our growth for the future."

- Germán Fernandez, CEO-Choice Hotels México

“All the partners at FARO have an entreprenurial drive that they perfectly know how to embed in a corporate setting of an international company without losing the swift-and nimbleness that comes with it.”

- -Felix Van Brussel, Head of International Business Development-Chobani.

"FARO does not stop helping until making sure that their work has a real actionable utility for our specific needs and reality.

- Juan Luis Morell, CMO OTC - Pfizer México.

OUR
STRATEGIC
PARTNERS_

Advertising Agency

 Circulo Creativo 2019

Silver Mouse - OXXO

Bronze Rusia nos hará héroes - Tecate
 

Circulo Creativo 2018
 

Silver - Campañas producto y servicio Box cena, callejón, cine - Tecate

Bronze - Drinks Alcoholics Bing Bang - Tecate
 

Effie 2018
 

Gran Effie & Gold - Sustained Sucess - Te hace falta ver más Bax 2015 - 2017 Tecate

Bronze - Drinks Alcoholics - Te hace falta ver más Bax 2017 - Tecate

Cannes Festival 2017

Gold Glass Lion - "Violencia de Género" for Tecate Beer

Festival Leon de Cannes 2016

Silver in Film - “Violencia de Género” for Tecate Beer

Círculo de Oro Mexico 2015

Grand Prixs Campaña Integrada - “Te hace falta ver más Box”.

Gold in Audiovisual - Campaña Somos Box “Te hace falta ver más Box”.

Gold in Audiovisual - Campaña Somos Futbol “¿Quién no?”

Gold in Audiovisual - Somos Futbol “¿Quién no?”

Gold in Mobile & Digital - Stallone Case “Te hace falta ver más Box”

Silver in Public Relations - Stallone Case “Te hace falta ver más Box”

Silver in Audiovisual - Somos Futbol “¿Quién no?”

Top Ten most Creative Agencies of México

Effie 2015

Gold “Caballeros del Futbol” for Tecate Beer.

Top Ten Mexico Agencia Creativa

Best Integrated campaign of an independent agency "Caballeros del Futbol" for Tecate Beer.

Heineken Brand Building Awards

Best Campaign for Heineken - "Caballeros del Futbol" for Tecate Beer. 

IAB

Gold in film, Bronze in Content and Social Media - "Somos box" campaign for Tecate Beer.

Media Agency

Member and sole representative in Mexico of the global network of independent agencies LOCAL PLANET.

Agency with the highest growth in the last three years in Mexico according to Merca2.0

The Team

What makes Faro, Faro.

Jesús
Balseca

 

PARTNER

Jesus leads the practices of Business Growth Strategy and Capability Development. He has led consultancy projects across 5 industries in 7 markets and more than 20 clients. Jesus has worked for more than 20 years in marketing, commercial roles and now in consulting with a proven track record of results in total business growth. 

Before joining Faro, Jesus worked in P&G in different leading marketing and commercial roles in Mexico, Venezuela and the US working in local, regional and global positions. Jesus was Global Franchise Director for the Fabric Softener category and Marketing and Commercial Director for P&G Mexico in his last assignments. 

Arturo
Pons

PARTNER

Arturo leads the practice of Shopper Marketing, Trade Marketing and Retail. He has led consultancy projects for clients like Pfizer, Farmacias Guadalajara, Oxxo, Pepsico, 7 Eleven, Holcim Ecuador, Librerías Gandhi, Compañía Cervecera de Nicaragua and Supermercados La Antorcha in Honduras among others in México y Central America. Arturo has worked for more than 25 years in commercial and retail roles, and business consultancy, helping his clients to improve sales and margins through powerful commercial strategies executed at the point of sale.

Before joining Faro, Arturo worked in FEMSA and Heineken in leading roles in Marketing, Trade Marketing, Sales and Retail. Arturo was Managing Director of the SIX chain (with more than 13,000 stores) in his last assignment. 

Miguel
Mendoza

PARTNER

Miguel leads the practice of Marketing Strategy. He has led consultancy projects for clientes like Sigma, Axtel, Comex, Bacardi, Central Cervecera de Colombia, CCU, Heineken, Cervecería Centroamericana, Sukarne, Baskin Robbins, ING, Alsea, Choice Hotels, Whirlpool, Pfizer, Aguas Danone de Argentina among others in Mexico, US, United Kingdom, Guatemala, Colombia and Argentina. Miguel has worked for more than 20 years in marketing roles and business consultancy consistently helping his clients to grow their business through their brands. 

Before joining Faro, Miguel worked in P&G and Heineken in different leading marketing roles in Mexico and Venezuela working on local, regional and global positions. Miguel was CMO for Heineken Mexico in his last assignment.

Jorge Luis
Ramos

PARTNER

Jorge Luis leads the Advisory for Growth practice. As an advisor, he has been linked to enabling different companies to elevate their governance and operation standards.

Before joining FARO, Jorge Luis was CEO for Femsa Cerveza and Deputy President for Heineken Americas. He has, more than 12 years, experience as board memeber, being Chairman or Vice-Chairman for Mexican and Latinamerican  listed and private corporations. He supports non-profit organizations and "start-ups" to enable entrepreneurship and social value generation in different fields: micro financing, health care, biotechnology, IT services and consulting services 

Macarena
Garza

PARTNER

Macarena co-leads, plans and manges projects, identifying the business and marketing needs of each client to provide specific solutions. She has worked in consulting for 2 years in a variety of industries from FMCG's to e-commerce.

Before joining the Faro, Macarena worked for Nutrisa, part of Grupo Herdez, in the Marketing team leading the strategic management of private labels and part of the innovation portfolio.

Mariana
Diaz

PARTNER

Mariana is a project manager in Faro, responsible for co-leading, planning and keeping the projects in rhythm; In addition to detecting the specific needs of each client to provide marketing solutions and unlock growth.

Before joining Faro, Mariana worked at A.C. Nielsen in the area of customer service, in charge of analyzing information to generate relevant insights and strategic opportunities for her main clients, among which are: Bimbo, Kellogg`s, SCA, etc.

Mariana
Huerta

PARTNER

Mariana Huerta serves as Head of Office in Faro since 2017, is responsible for the operation and procedures of the offices.

Before joining Faro, Mariana Huerta was part of the Management team of the Object Museum of Mexico City.

Sarahí
Jiménez

PARTNER

 

Sarahí supervises and manages the projects that are under its competence to make them more efficient. In addition to analyzing the key business needs of our customers to enhance their growth by providing strategic planning or marketing solutions.

Before joining Faro, Sarahí was part of the ASO (Assorment and space optimization) and Customer Service team at Nielsen.

Ursula
Cadena

PARTNER

Ursula is Project Managment in Faro, co-leads, manages and ensures that projects progress in time and form, in addition to detecting specific needs of each client to provide marketing solutions. He has worked in Faro for 2 years.

Before joining Faro, Ursula worked in companies such as Coca Cola Femsa, Banorte and GNP, in areas such as Revenue Management, Portfolio Quality or Strategic Planning, having among its functions to analyze indicators to maximize the profitability of products, generation of models to minimize risks, financial project management, proposal of monitoring indicators for projects, among others.