MERCADEO Versión en español
Martín Osorio of UM Chile: We realize and recognize in UM that consumers go faster than media surveys and traditional planning
2 de marzo de 2016
Awards are a consequence and not a goal of winning several important bids, said UM Chile Manager, Martin Osorio regarding the facts leading UM to be selected as Media Agency of the year by Adweek and leader media in marketing and advertising, and also Media Agency of the Year by Advertising Age. He added that the keys that explain these results are: understanding that traditional marketing has evolved to a dynamic and integrated marketing; edge technology tools, with many data managing and constant analysis, and hiring and training the most talented and passionate people to this approach. “In UM we realize and recognize that consumers go faster than media surveys and traditional planning. Nowadays millennials know more about mobile, apps and connections than most who call themselves experts. Based on this, we have developed and trained in a new scenario of changes and constant connections” Osorio said to PRODU. Regarding the brands challenge to reach consumers, Osorio said that brands must be devoted to build more reputation. “Today brands must work from their corporative roots and not from an isolated marketing plan. The 2016 focus is community understood as building and reinforcement of spaces and connections that show a respectful relation among people, whether they are part of private companies, nonprofit or public entities.”
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UM fue nombrada la mejor agencia global de medios por la revista AdWeek