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Jorge Colón from Letca: We began to understand the US Hispanic market insights
Manuela Walfenzao| 22 de julio de 2015
Letca Films was awarded two Lions in Cannes for its campaign for DPA. Jorge Colón, President and founder of the company, explained to PRODU how the Hispanic market has grown and the impact this has on the industry. We are performing increasingly better in Cannes because we are much more mature regarding the level of our productions. We are finally beginning to understand the insights of the Hispanic market, which are different from the ones in our countries. We have accepted that things must be done from this same market, which in turn is making great shifts”, he pointed out.The Lions they won validate the effort they have sustained as a company for supporting creativity. Colón believes that in times of crisis, creativity is enhanced and that the recession allowed their ideas to be exhibited in media where they reached a lot of people with less money. “Last Monday we recorded a social experiment with Ricky Martin for Nescafé and it already has more than a million views. How could you do this in the past with a media agency?”Colón thinks that the DPA idea is excellent, because it can live in any media and support a good cause. “I think that Ciro´s work as creative head of Dieste is very valuable, as is the work of other guys who are there”, he added.Among the production company´s innovations are: the new Letca Contents división, the addition of the directors Marcelo Burgos and Ángel García to the roster and a new production company in Mexico called Hero.
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