The Mission

When I first started visiting Mexico it was because of the curious connections between British and Mexican culture. For example, did you know that Cornish Pasties (Pasties, no empanadas), are extremely popular in Mexico? Introduced by Cornish miners migrating to Mexico in the early 19th century the pasty (paste in Mexican Spanish) has firmly rooted itself and been transformed.

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The British brand is particularly strong in Mexico - with a high level of confidence in the quality of British products, the allure of British tradition, and recent UK government efforts to promote British products in Mexico - have combined to produce a ripe opportunity for brands seeking to expand into new markets.

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But something else I've noticed is that many companies struggle to successfully adapt their messaging and brand to the Mexican market - succumbing to stereotypes and clichés or simply lazy translation. So I decided to embark on a mission to transform the way British and Mexican brands present themselves in each other's markets.

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AlanMex aims to harness intrinsic market knowledge to identify unique and exciting opportunities for your brand to enter the Mexican market - building your strategy, content, and executing the campaign.