Hernán Cerdeiro from Conill: The Cuban market is a great opportunity for creatives

Hernán Cerdeiro, Executive Creative VP at Conill, believes that after the reopening of the respective US and Cuban Legations, there has to be creative spirit in the Cuban market.In an interview with PRODU he said that there is enormous opportunity for growth. “This has to happen not only from a business perspective, but also in the aim to generate a market that has creative spirit and is based on good ideas. Cuba is a country with a hong history and that history must serve as inspiration to generate something absolutely different. This is undoubtedly appealing to any client. From a cultural standpoint, common sense indicates it must be part of the Hispanic market”.He mentioned that they are working as usual with ideas based on insights that are relevant for consumers and that are integrated from their creation. He rates the situation of the Hispanic market as positive. “Brands increasingly believe in the potential these consumers have. This contributes to continued growth and evolution. But what direction it grows in and how it changes are important challenges. This is the most interesting aspect and it is truly necessary to be prepared for changes”.