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From the invention of the first hammer to quantum computers, humanity has found in technology one of its main allies to adapt and excel in adverse and changing environments. This same principle is experienced by companies and organizations worldwide. However, choosing technology as the main competitive advantage proves to be, besides a very expensive bet, a deterministic path where it seems the very limits of human capability get in the way.
Antropomedia emerges to reconcile the advantages of technology in the context of strategic innovation and marketing, with the understanding of social, cultural, and symbolic factors that have brought us to the present world and will likely guide us into the future. This strength is provided by our approach based on digital anthropology® from which all our proprietary methodologies and technologies are derived.
Therefore, the rigor with which we develop each project at Antropomedia is based on the convergence of data science and social sciences. This relationship between two ways of understanding social behavior provides, on one hand, the agility and scalability enabled by big data technologies and artificial intelligence; and on the other, the context and cultural understanding inherent to the human factor. In the end, this translates into more solid and well-founded arguments for making better-informed business decisions.
He has a Bachelor’s degree in Communication Sciences and a Master’s degree in Digital Humanities from the Tecnológico de Monterrey, where he graduated with Honorable Mention of Excellence. He also has Master’s degrees in Digital Marketing and Electronic Commerce from the University of Barcelona and the EAE Business School, Barcelona headquarters. Since 2015 he has been a professor at the Tecnológico de Monterrey teaching digital anthropology, data mining and digital marketing classes for the Business School. He has won awards on several occasions for being the professor best evaluated by students.
He has been a university professor at the Universidad Panamericana and a member of the University of San Diego, in the Office of Corporate and Professional Education. He has written articles on brands and topics of cultural codes in publications such as Expansión, Reforma, Mural, El Norte and La Jornada. He is currently an editorialist at Grupo Reforma, where he publishes every week. He is an international speaker and one of the founders of Mindcode. Their contributions have helped hundreds of brands, many of which are among the Fortune 500. His professional goal has been to be a bridge between academia and the business world.
He has a degree in Psychology, a Master in Social Psychology from the Autonomous University of Barcelona and a Doctor in Research in Psychology from the Institute of Technology and Higher Studies of the West. In the last twelve years, he has worked as a professor of social psychology at the Institute of Technology and Higher Studies of the West (ITESO) and has dedicated himself to socio-cultural research, focusing on understanding interactions
digital from social sciences and computer science to advise companies on their business strategies, communication and commercial innovation.
Antropomedia was founded in Mexico by a group of marketing and innovation experts, two social anthropologists and a social psychologist. We count Saba (from Essity), Tecno Lite and Señor Frog's as our first clients.
We made the first sociogram® of consumer tribes on Facebook.
We participated in Grupo Bimbo's first Digital Marketing Summit together with companies such as Spotify, Disney and Facebook. We published our first academic article “Networks social: new era in interpretive research."
We published our third academic article: “Digital anthropology: the return to the community and the fourth source of ethnological reflection.”
We inaugurated the Antropomedia Academy division, training all the marketing teams of the Mercedes-Benz distributors in Mexico.
We published our third academic article: “Digital qualitative methods: an approach to digital anthropology”
We carried out the first project fully managed and presented in the United States. We published our first chapter in an academic book: “Personalization of politics and digital tribes.”
We developed the first version of the Antropomedia Express platform. We opened the office in Neuchâtel, Switzerland, and began operations on the European continent.
We participated as speakers and as mentors in the first UNESCO forum on digital anthropology. Antropomedia Express is launched into operation in its final version.
We ventured with our own artificial intelligence models and developments through Datasophic and the assistants at Antropomedia Express.
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