Laurence Newell

Laurence Newell

Categories: Retail | Sales & Customer Service

Travels from Dallas, Texas, USA

Laurence Newell serves as Managing Director for the Americas Region of Brand Finance. Newell is the former Director of The Friedman Group Mexico and the creator of the most widely used sales management system in the industry globally.

Laurence Newell is a brand specialist and a consolidated business developer with more than 25 years of experience directing client engagements in brand-building disciplines, encompassing valuation, strategy, corporate identity, and packaging across numerous sectors and markets. His expertise has been largely in Mexico and Latin America, and more recently, the US and Canada. He serves as Managing Director for the Americas Region of Brand Finance, the world’s leading brand valuation and strategy consultancy.

Prior to joining Brand Finance, Laurence Newell managed Interbrand’s Mexico office, positioning the firm as the go-to brand consultancy in the region.

In his career, Laurence Newell has serviced clients in banking, such as Citi, S&P Global, Nexxus Capital, Infosys, and NTT Data; leading retail brands such as Walmart; and important players in sports and entertainment, including Cinépolis and Mexico’s National Soccer Team.

Laurence Newell began his career as a Brand Manager at Gillette (Procter & Gamble) and spent several years as a brand planner at JWT and Grey.

Laurence Newell is a frequent contributor on marketing and branding topics in media outlets such as The Daily Beast, Mexico’s leading daily Reforma, El Financiero Bloomberg, and Colombia’s La República. Newell is a representative for Mexico before the ISO Technical Committee responsible for reviewing the creation of a transparent, reconcilable, and repeatable approach to brand valuation, ISO 10668 on Monetary Brand Valuation and participates in the US Marketing Accountability Standards Board (MASB), with Brand Finance.

Laurence Newell holds an undergraduate degree from Southern Methodist University and a postgraduate degree from the University of Miami. 


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