Our project was born in 1995 as REDES when Manuel Rodriguez Woog(†) and our CEO Guido Lara started an independent project where they combined their passions and competence to understand the social world in order to interact with it and improve it.
10 years later when Manuel and Guido decide to follow different paths and continue collaborating from different projects, but always twinned.
Guido Lara followed the path as a communication strategist and pioneer in qualitative research in our country by founding LEXIA.
The name LEXIA was taken from the French semiologist Roland Barthes who says that a Lexia is a reading unit where senses can best be found and that is exactly what we do in our agency: Read human reality to make meaningful recommendations .
In 1996 Guido Lara received a PhD in Communication Theory and Social Research Methods from the Complutense University of Madrid. This training and the work of the legendary Spanish sociologist Jesus Ibáñez is at the root of a hallmark of the LEXIA brand and its talented members.
The methodological imagination that is nourished by a solid theoretical foundation, a great capacity for analytical listening plus a pragmatic vision that provides our clients with what they need to achieve their objectives.
We have created numerous proprietary tools nurtured by a solid methodological foundation and specially designed to better understand people while providing our clients with deep insights that can be turned into competitive advantage.
Today we continue to do so and amidst the maelstrom of technological transformation, algorithms and artificial intelligence we never lose sight of the fact that the most important thing is to be trusted advisors to connect people with people .
LEXIA's competitive advantage has always been and will always be in the depth of our analysis and the actionable value of our interpretation.
At LEXIA we pride ourselves on putting "the human at the center" both in our organizational dynamics and in listening empathetically to the needs, desires, hopes and fears of the people who participate in our studies.
The best thing about LEXIA is its people, its ability to work as a team, the vocation to build a community of talent that works in a multidisciplinary way to understand the contexts, cultural frameworks, psychological and emotional resources that intervene in people's decisions.
LEXIA is first and foremost a collective project, Guido Lara, CEO and founding partner, always highlights the central role of its partners. Our vice-president Laura Velamazán and managing partners Aline Ross, Karina Vega and Rosario Zavala, who together with other leaders have strengthened the reach of our company.
Today in LEXIA we collaborate with more than 70 people and hundreds of collaborators have passed through here, who with their talent, commitment and professionalism have helped to build our prestige as a reference in the marketing and communication services industry. A very good 30 years... and they are just the beginning.
