Carlos Tribino - CEO Added Value, Spain
Carlos joined Added Value Spain in December 2007. He moved from the US, having spent most of the past 20 years in New York City, where he developed a career in brand strategy, innovation, and portfolio management. He has worked on both client and agency side for some of the world’s leading brands including Walt Disney, Estée Lauder, Chivas Regal, Clinique, Martell, TIME Magazine, Citibank, Yahoo! HotJobs, The Economist, Bristol-Myers Squibb, Novartis, etc.
In the 1990’s, he was responsible for launching and developing the Café de Colombia brand in Europe, an initiative that was credited with creating the super-premium coffee market and which was published as a Harvard Business School case. He is a pioneering destination brand strategist and has developed the end-to-end branding for the City of Toronto. He also has an affinity for luxury branding, having made media appearances and delivered seminars on the topic.
Carlos has an M.B.A. from Columbia University, a Certificate in Media Studies from the Université de la Sorbonne, and a B.A. in Journalism & Communications from New York University. An extreme sport enthusiast, he is a co-founder of the Water Ski World Cup.
Nathalie Kramers - Director of Barcelona Office, Added Value, Spain
After a short spell in PR, Nathalie joined Added Value UK in 1992, where she specialised in international insight and innovation. In 1994, she spent six months helping to set Added Value Paris after which she returned to the UK. Since January 2004, she is the International Director for Added Value Spain and is based in Barcelona.
Nathalie continues to work on international insight, strategy and innovation for global clients and has built up specific expertise in technology and food and drinks clients.
Nathalie is a Dutch national with a Masters in Spanish and French. She has lived in Holland, Belgium, France, UK and Spain and speaks most European languages. She is married to an Englishman, has two young children, Saskia and Luke and is passionate about scuba diving, skiing and Latin-American cultures.
Nieves Durán - Director of Madrid Office, Added Value Spain
Nieves is currently the director of the Madrid office of Added Value Spain. She developed her professional career at Datamonitor in both London and New York over the course of three years. She then worked as a senior consultant at Canadean Ltd. in Madrid for another three years.
She joined Added Value Planners in 2001, where she directed brand creation projects for FCC (Flightcare & Versia), Grupo Planeta (Alienta Editorial), Campofrío (Vuelta y Vuelta). She also directed brand positioning strategic work for clients like CEPSA, Levi’s, Universia, and Vodafone amongst others.
She has a degree in Advertising and Public Relations from the Universidad Complutense de Madrid.