Juan Bernárdez

Brand strategist. Expert in non-traditional market research. Founder & Chief Strategy Officer of White Rabbit FCB


English, Spanish


Specific topics

BrandingContent MarketingInnovationbusiness growthinternet marketing

Juan Bernárdez is an award-winning and recognized strategist born in Argentina and based in Costa Rica with more than 15 years of experience in strategic planning, non-traditional research and understanding of consumer behavior.

During his highly successful career he has worked globally in more than 20 markets, leading regional strategy and innovation departments for agencies such as Saatchi & Saatchi, FCB, Ogilvy & TNS, among others. During this period, he has also been responsible for developing the strategic planning tools that many of these networks use globally today.
He is the Founder and Chief Strategy Officer of White Rabbit - FCB/Crea, the world's first strategic planning boutique consultancy dependent on a global advertising network (Foote, Cone & Belding).

In the last decade, he has developed regional and global strategies for Fortune 100 companies such as Procter & Gamble, Walmart, Head & Shoulders, Disney, Audi, Applebee's, Heineken, Florida Ice & Farm, Casillero del Diablo, Hewlett Packard, Diageo, Vick, Huggies, Pampers, History Channel, TIGO, Laureate International Universities, and for various Latin American politicians.

As a speaker he has participated in many events in the region foe example talking about strategy and consumer understanding for institutions such as chambers of commerce, leading Latin American newspapers, at marketing and advertising forums, and for various multinational companies. Among his areas of expertise are Brand Strategy, Consumer understanding, Consumer economics, Consumption economics, Emotional buying drivers, Shopper Marketing Strategy, Political strategy, Innovation strategy, and non-traditional research techniques.

In academia, he has trained strategists in more than 20 countries, teaching at institutions such as the University of Buenos Aires, University of Costa Rica (UCR), Think Education, Laureate International Universities, TEC CR, Argentine Association of Advertising Agencies (AAP) and the Escuela Superior de Creativos Publicitarios de Argentina, among others. He is also the founder of the first academy of strategic planning in the region and of the APC (Central American Planners Association).

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