Alejandro Servin

Mexico City

I received my Bachelor in Communication Degree from the Monterrey Institute of Technology (ITESM) and my Masters in Online Marketing and eCommerce from the University of Barcelona.

Throughout my career as a digital media specialist focused on corporate communication, I have worked for Bertelsmann media conglomerates in New York City and Barcelona. The latter city also saw me work as a digital market researcher and analyst for DirectGroup Spain, a company owned by Bertelsmann and Grupo Planeta. My work portfolio for the company received the Top 100 Young Entrepreneur National Award (Premio Nacional Top Cien Jóvenes Emprendedores) from the Young Entrepreneurs’ Coordinating Council (Consejo Coordinador de Jóvenes Empresarios).

I have used the anthropological research paradigm since 2011 to lead my Social Media work. Furthermore, I have collaborated in national and international academic publications on new Internet market research methods. Our methodology was reported in an academic journal published by the Metropolitan Autonomous University in March 2013.

I recently founded Antropomedia, a transdisciplinary online marketing group that has advised politicians and companies on the anthropological configuration of their Internet tribes, allowing them to extract consumer practices and insights to guide their online marketing campaigns.

Finally, I have participated in more than twenty projects with companies such as Grupo Bimbo, Michelin, Televisa, ACH Foods, Grupo Posadas, Holcim, Tajín, Megabloks, Nextel, Berlitz, Svenska Cellulosa Aktiebolaget, Tecno Lite, and Banorte Financial Group.

For more information about my work, please visit: http://www.etnografiavirtual.com/english/