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Alain Groenendaal from Grey: Europe Can Learn from Latin America How to Achieve a Great Creative Product with Less Resources
Cristian Vergara| 30 de octubre de 2016
Alain Groenendaal
Starting in January 2017, Alain Groenendaal, current leader of Grey’s operations in Latin America, will be the new President and CEO at Grey for EMEA (Europe, Middle East and Africa).In a conversation with PRODU, the executive highlighted that he is in the process of getting to know in depth the market that will be under his responsibility, there are several things he has learned in his current position that he will apply.“The experience in LatAm taught us how to be very creative with less resources and that is a bit the vision I would like to take to Europe. I have thought of several proposals to boost the business’ growth, new offers and how we can work in a more collaborative manner between countries” he explained. The Executive additionally said that “Latin America represents something like 8% of the global PIB, but in creativity and innovation, we contribute 20%. It is not the same in Europe, and that’s something I would like work on.”He added that one of the interesting things that result from working in several regions is to notice that currently, its not just Latino talent working Europe “now Europeans also go work in Latin America. In Grey we have a program called Go, that is used for exchanging talent with very good results.”Finally, he added: “We live in a world of changes and I am taking this as a huge professional and personal growth opportunity.”
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