Smartketing

What Smartketing does

Smartketing is a privately held marketing and strategic consulting firm founded in 1992 and headquartered in Mexico City (Benito Juárez, CDMX). The firm serves enterprise clients across at least eight verticals — consumer goods, food and beverage, pharmaceuticals, automotive, retail, flavors and fragrances, technology, and beauty/personal care — with named multinational clients including Coca-Cola, P&G, Pfizer, Merck, GM, VW, Cargill, Mondelez, Grupo Bimbo, FEMSA, Henkel, J&J, Cisco, 3M, CEMEX, Givaudan, Firmenich, and IFF. The firm positions itself as a partner that converts consumer and shopper insights into business strategy, organizing its offer around four core solutions (Innovation & Brand Development, Sensory Evaluation, Retail & Shopper, and Analytics & Modeling) plus a four-stage brand lifecycle framework (Launch, Growth, Maturity, and Innovation).

Smartketing employs a multidisciplinary team of 11-50 specialists spanning business management, anthropology, sociology, semiotics, food science, data science, neuromarketing, economics, and augmented reality, supporting service delivery across the full brand lifecycle from development through maturity. The firm states its technology stack incorporates artificial intelligence, modeling, social media analytics, and emotions research, though no proprietary AI models, patents, or technical architecture details are disclosed. Marketing channels are limited to a corporate blog, occasional webinars (since 2020), and a LinkedIn presence; there is no API, no app, and no self-service product offering.

The revenue model is professional services consulting fees on a quote-based engagement basis; no pricing, revenue figures, funding rounds, or ownership details are publicly disclosed. The firm claims geographic reach across Mexico, the United States, Canada, Central America and the Caribbean, South America (Argentina, Brazil, Chile, Colombia, Ecuador, Peru, Uruguay), and Europe (Spain, UK, Germany, Netherlands), though only the Mexico City headquarters is confirmed. Cumulative scale metrics cited by the firm include 7,312+ projects, 1,238,052+ consumer/client evaluations, and 11,534,192+ project hours since founding. The company is founder-led and independent, with no institutional investors, parent entity, acquisitions, or leadership changes documented.

Name

Smartketing

Legal name

Smartketing

Website

https://smartketing.mx

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Smartketing is a privately held Mexico-based marketing and strategic consulting firm founded in 1992 that serves multinational enterprise clients across consumer goods, pharma, retail, automotive, and F&B with multidisciplinary consumer-insight and brand-lifecycle services.

Ownership category

akta.pro rank

Headquarters

HQ city

Benito Juarez

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Strategic Marketing Consulting Services: Professional consulting services including market research, brand strategy, consumer insights, and business planning. The company provides tailored solutions at various stages of the brand lifecycle from development through maturity.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Smartketing is a strategic marketing consulting firm that transforms consumer and market insights into actionable business strategies. The company delivers integrated marketing consulting across brand development, sensory evaluation, retail/shopper strategy, and analytics & modeling for enterprise clients in diverse industries.

Product overview

Smartketing is a marketing consulting firm that offers a comprehensive portfolio of strategic services organized around four core solutions: Innovation & Brand Development, Sensory Evaluation, Retail & Shopper, and Analytics & Modeling. These are delivered alongside specific service offerings spanning the brand lifecycle from development and launch through growth and maturity. The firm positions itself as a strategic partner that transforms insights into business strategies, leveraging a multidisciplinary team of specialists.

Differentiator

Problem solved

Functional benefit

Products and services

• Innovation & Brand Development End-to-end brand strategy consulting that supports brands through their lifecycle—from initial launch to growth and maturity phases—using qualitative insights and neuroscience to develop positioning, portfolio strategy, communications, and innovation pipelines.
• Sensory Evaluation Neuroscience- and sensory-based research service that objectively measures consumer response to brands, products, packaging, advertising, and digital content using tools such as EEG, eye-tracking, GSR, and facial coding. Designed for product/brand teams needing evidence-based validation.
• Retail & Shopper Shopper marketing and retail strategy consulting that helps brands optimize the in-store and omnichannel shopper experience, develop category management plans, design shopper activations, and improve shelf and packaging performance.
• Analytics & Modeling Advanced data analytics and predictive modeling service that transforms raw consumer and market data into actionable insights for forecasting, segmentation, pricing, and brand performance optimization.

Named customers31 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• NielsenIQ (NIQ): Consumer intelligence firm combining Nielsen's retail measurement with GfK's consumer insights. Directly comparable to Smartketing's shopper, retail, and consumer-evaluation offerings, with deeper retail-panel data assets.
• Ipsos: Global market research and consumer insights firm with strong LATAM presence. Directly comparable to Smartketing on brand strategy, consumer research, sensory, and shopper insights, but at much larger scale across more geographies.
• De la Riva Group: Mexican market research and brand consultancy serving consumer goods, retail, and services clients. Closely comparable to Smartketing on Mexico-based brand strategy, shopper, and consumer research engagements.
• Kantar: WPP-owned insights division covering brand strategy, consumer research, and marketing effectiveness. Closely comparable offering to Smartketing, especially in brand lifecycle analytics and shopper studies, with global scale.
• The Brain Research: LATAM-focused neuromarketing and consumer neuroscience consultancy. Comparable to Smartketing's neuromarketing capabilities and Latin American client base, with a more specialized neuroscience positioning.

Broad incumbents

• Accenture Song: Accenture's marketing, commerce, and creative-services arm. Overlaps with Smartketing on brand strategy and consumer experience but operates globally with technology and implementation capabilities beyond a boutique consultancy.
• Deloitte Digital: Digital transformation and marketing-services arm of Deloitte. Overlaps with Smartketing on brand strategy, customer experience, and marketing operations, but with deeper technology-implementation capabilities.
• Havas Media Network: Global media, advertising, and brand-services network. Comparable to Smartketing on brand strategy and consumer engagement work, but with full media-planning and execution capabilities across regions.
• McKinsey & Company (Marketing & Sales practice): Global management consulting firm with a substantial marketing and sales practice. Comparable to Smartketing on strategic brand, growth, and consumer insights work, but with broader transformation scope and larger teams.

Regional players

• Arellano Marketing: Peruvian strategic consumer-insights consultancy with LATAM coverage. Comparable to Smartketing on consumer/socio-cultural research and brand strategy, primarily serving Andean and broader Latin American markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/smartketing

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smartketing