ReputationInstitute

Fernando Prado is Managing Director of Reputation Institute Spain & Latin America and implements reputation management systems in many of the most relevant companies in those countries. Previously, Fernando worked for WPP Group for 10 years (1997-2006) serving in different functions and locations related to brand strategy development including: CEO and Founder of Kantya Brand Strategies, Spain, J. Walter Thompson Madrid (Head of Strategic Planning), WPP New York (Brand Strategy Consultant), Millward Brown Chicago (Worldwide Coordinator of BRANDZ), OgilvyOne New York (Strategic Planner), and Bassat Ogilvy & Mather Madrid (account service). Prior to WPP Fernando worked in marketing for diverse companies such as L'Oréal (Madrid), Pescanova (Vigo) and Unisys (London). He has developed award winning advertising and brand management strategies, including two "Grand Prix" in Spain: Viajes Iberia (2002) and BBVA (2005). Fernando is considered to be an expert in country branding; he was a member of the advisory group on the institutional project Brand Spain in 2003, and since 2008, he has been promoting internationally the concept of country reputation using Reputation Institute's Country RepTrak™ tool. He holds a Bachelor of Arts (Hons.) degree in Business Administration from ICADE (Madrid) and Middlesex University (London), and an MBA from IESE (Barcelona).