20 years of Trendsétera building culture and designing the future.
Trendsétera opens a new chapter with a renewed structure, new leadership, and a sharper global perspective.
Two decades after its founding, Trendsétera has established itself as a creative consultancy and cultural institution that, from its roots in Mexico, has transformed the way brands like Nestlé, LVMH, Diageo, Grupo Modelo, and many others connect with culture—evolving from a founder-led boutique to a global operation.
At the heart of this plan is Carlos Carrillo, who steps into the role of Chairman of the Board, focused on long-term growth, international partnerships, and innovation architecture. As the founder, he has been instrumental in shaping the company’s core vision—one that placed culture at the center of strategy.
A key part of the transformation was the appointment and development of Carlos Chamon—an ideal leader to scale the business, evolve its operations, and expand its influence. With a background in finance and consulting, and a strong sensitivity to the intersection of creativity and data, he was carefully prepared over time to take on the leadership with a clear and strategic plan.
Today, as CEO, Chamon leads a company with over 100 team members, operations in the United States, Europe, and Latin America, and a culture that reflects both the founder’s ambition and his own standards of excellence.
A new systematic structure
Today, Trendsétera operates through six strategic verticals, each led by professionals with deep expertise and cultural sensitivity:
Communications, led by Diana Durán and Mónica Juárez, remains the strategic core for reputation, messaging, and narrative direction.
Live, led by Luisa Valdés and Hugo Wacogne, is at the forefront of growth through immersive experiences that turn concepts into memorable moments—blending high-level production with storytelling.
Influence, led by David Felix, redefines influencer marketing by combining econometric analysis with the design of cultural ecosystems. This vertical manages everything from multiregional campaigns to partnerships with authentic voices that reflect brand values—measuring real impact beyond surface-level reach.
Design, led by Daniel May and Christian Contreras, is a strategic powerhouse where aesthetic vision meets structural thinking—turning design into a business tool that translates insights into brand worlds, systems, and expressions.
Digital, led by Eduardo Sánchez, connects data, platforms, and creativity to design cultural presence in digital environments.
Thinking & Strategy, led by Gonzalo Rufino and Luis Higuera, brings analytical depth, future vision, and intellectual architecture to every initiative—ensuring ideas are not only creative, but also viable and scalable.
A legacy built with precision, a future shaped by structure.
From building global narratives to creating the cristalinos category alongside Diageo and José Cuervo, Trendsétera has been at the heart of conversations shaping the future of business. It has contributed to over 100 Effie-winning campaigns and was part of the team awarded a Titanium Lion at Cannes, showcasing its ability to collaborate at the highest level of creativity.
“This isn’t just a generational transition. It’s the realization of a shared vision, crafted with precision: turning Trendsétera into an organization where culture doesn’t just inspire—it leads,” said Carlos Carrillo. “What began as cultural intuition is now a living system that transforms industries.”
“We’re not reacting to change—we’re shaping it,” added Chamon. “We’ve designed a system capable of navigating today’s complexity with precision and ambition. Instead of following the market’s rules, we write our own—guided by data, creativity, and culture.”
Trendsétera Communications