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Event Description

Open to the public 

A tour of various cultural, economic, political, commercial, and marketing trends that can be considered to nurture the debate necessary to ensure that more people can enjoy more and better films.

PhD. Guido Lara is founder and CEO of LEXIA Insights & Solutions.  

He has directed hundreds of projects, including presidential campaigns, media content analysis, brand positioning applying Human Insights to the generation of Film & TV projects, marketing, and communication. 

His agency LEXIA studies the perceptions and behaviors of consumers, the public and audiences. They have collaborated with Televisa, Altavista Films Netflix, Discovery, Canal Once, Warner, Disney, among others. 

They have worked with more than 20 films seeking to enrich the creative process of directors and producers with feedback from audiences, and when the film is finished, they contribute to find its best positioning and promotional angle. 

He was the leader responsible for the creation of the Mexico brand. 

He is Doctor Summa cum laude, from the Complutense University of Madrid. He graduated in Communication from the Universidad Iberoamericana. He is member of the board of directors of the Market Research Institute International