Director, North America
Gonzalo Perez, Director with Firefly Millward Brown U.S.A., is a consumer storyteller and brand strategist who has consulted brands and marketers for over 15 years in various categories including apparel and footwear, spirits, consumer electronics, media and entertainment, and automotive. He has worked on the agency side, the client side, and most recently owned his own consumer insights consultancy, Motivo Insights.
Gonzalo began his work in branding and consumer research at The Bravo Group, Young and Rubicam’s US Hispanic Market agency. He gained his business acumen as a senior account executive working on accounts like AT&T, Citibank, United States Army and H&R Block. Gonzalo was also Senior Director, Consumer Insights at MTV Networks where he oversaw brand, qualitative and trend research for properties such as MTV, MTV2, MTV Tr3s, Vh1 Soul and MTV World.
Throughout his career and specifically while operating as owner and principal of Motivo Insights, Gonzalo conducted qualitative research for brands like Nike, MTV Networks, Pepsi, Kraft, Showtime Networks, NFL, ESPN and Disney. He provided them with strategic recommendations and spearheaded brand equity studies to ensure their relevance to their target consumers.
Gonzalo has a Bachelor of Arts in Psychology from Syracuse University.
- Gonzalo grew up fully bi-culturally (Colombian-American), expressing pride in his Latino values while fitting into mainstream American culture -- it’s really the experience he channels to uncover behavioral insight
- He believes having a voice and sharing perspective are critical. As testament to this, please see his list of speaking engagements: SXSW Interactive, The ANA Multicultural Conference, NATPE, ARF Re:think, Latin Billboard’s Voz Latina, Y Pulse Youth Mashup and NAMIC.
- Self-categorized a fitness fanatic, Gonzalo is a crossfit and paddleboard enthusiast, Tough Mudder finisher, a triathlon veteran and a closet American Ninja Warrior wanna-be.