- Associate Managing Partner Jonathan Finer appointed to lead the new LATAM hub, based in the heart of Mexico City, with Horacio Decanini appointed as Executive Creative Director.
- The move will provide global exposure to local talent within the region.
- With Latin America’s design sector having been projected to reach USD 11.75 billion by 2024, Conran Design Group in Mexico City will be well-placed to deliver authentic brand experiences, both regionally and globally.
- Conran Design Group, whose clients include the Paris Organising Committee for the 2024 Olympic and Paralympic Games, Sofitel, AstraZeneca and Reckitt, will bring the thinking that shaped the Paris 2024 Olympics to LATAM’s dynamic cultural landscape.
Mexico City, 20th February, 2025 – Conran Design Group, the brand and design consultancy that brought Paris to the world with the iconic branding of the Paris 2024 Olympic Games, is now bringing its world-class talent and expertise to Latin America.
The launch of Conran Design Group’s Mexico City hub marks a pivotal moment in its global growth – strengthening creative diversity and expanding cross-cultural collaboration. By integrating LATAM’s rich design perspectives into its global network, Conran Design Group is fostering new partnerships that elevate regional talent and ideas onto the world stage.
Jonathan Finer, previously Strategy Director at Conran Design New York, has been appointed Associate Managing Partner. Based in Mexico City, he will lead a team that recently welcomed ex-Landor Creative Director Horacio Decanini as Executive Creative Director.
“Mexico City is a creative powerhouse, with a heritage in design that few can match, and I’m thrilled to lead Conran Design Group’s journey here,” said Finer.
With personal and family ties to Mexico and expertise in brand strategy, Finer brings both global perspective and regional insight to his role. His deep appreciation for LATAM’s vibrant culture and design heritage inspired his move to Mexico City, where he will lead Conran Design Group’s mission to combine world-class design with local authenticity.
A Global Agency, Powered by Local Talent
Mexico City will serve as Conran Design Group’s strategic hub for LATAM. With existing offices in London, Paris, New York, Dubai and Mumbai, Conran Design Group’s move into the region reflects the agency’s commitment to connecting global audiences with authentic, culturally-attuned brand experiences.
“To be a truly global agency, we must embrace creative diversity by embedding ourselves in regions like LATAM,” said Finer. “Our presence here enriches our global network with the region’s dynamic talent and cultural vibrancy while bringing our expertise to support and amplify LATAM voices.”
With Latin America’s design sector projected to reach USD 11.75 billion by 2024, demand for culturally attuned brand experiences is at an all-time high. Conran Design Group’s expansion positions it at the heart of this creative and economic shift.
“As LATAM’s influence on global branding grows, we recognise the region’s consumer shift towards authenticity and premium experiences,” said Finer. “We’re committed to working with local design talent, as we want to ensure LATAM voices shape the region’s branding landscape and provide meaningful brand experiences.”
LATAM is one of five key regions included in Conran Design Group’s 2025 Citizen Brands study, providing valuable insights into the evolving relationship between consumers, marketing leaders and brands. Launching early next month, the study will explore how LATAM’s distinct market dynamics –shaped by social responsibility, cultural authenticity, and shifting consumer expectations – compare with global trends. Conran Design Group’s Mexico City hub will leverage these findings to help brands navigate and respond to LATAM’s evolving landscape.
Designers with Olympic Pedigree
Conran Design Group is the branding agency behind Paris 2024, a project that highlighted the importance of blending local culture with world-class design.
“Paris was a key milestone in our journey, and it exemplifies how a deep understanding of local culture can shape global narratives,” said Thom Newton, Global CEO of Conran Design Group. “Our expansion into LATAM will similarly integrate local cultural insights with the agency’s global expertise, allowing us to craft branding solutions that resonate with audiences.”
As part of Havas, which already has a significant footprint in Mexico and across LATAM, Conran Design Group’s Mexico City hub gains immediate access to regional insights and established networks, providing it with a strategic edge in delivering premium branding solutions.
“Havas has long recognized LATAM’s potential to shine with design and creativity,” said Jorge Percovich, CEO Havas LATAM. “We’re seeing strong demand from regional brands looking to establish a global presence without losing what makes them resonate locally. Jonathan and his team are perfectly placed to reflect the region’s cultural nuances while drawing on their global expertise – evident in the kinds of brands they’ve worked with. The agency will help regional players create globally resonant brands that have thoughtful design at their heart.”
