Luis Camaño of Grupo Gallegos: Hispanic agencies are more positioned today to communicate with everyone in U.S.

For a month now, Luis Camaño has been leading the new Brand Activation department at Grupo Gallegos, its goal is to achieve a more complete and coherent communication with clients. Talking to PRODU he said that his agency wants to complement everything under the same roof and broaden the offer to the general market. “Hispanic agencies are more positioned nowadays to communicate with everyone in the U.S. I’ve seen global market agencies starting to create small Hispanic groups within their agencies, because they need the great communication flow that has the Hispanic market” he explained. With a vast experience in the industry, Camaño said that one of the reasons why he joined Grupo Gallegos is because the “appealing pedigree” and respect for creativity that the team headed by John Gallegos possess. One of the projects that the department is working on is California Milk Processor Board -creator of the iconic campaign Got milk?- that aims to engage with consumers through experiential retail events and via digital and social channels for them to taste new food with milk. “We’re going to measure technologically with a device on the head the reaction that one has when tasting food and then drinking a glass of milk. That reaction is going to translate into a screen and create a kaleidoscope of the food being tasting, and then one can have an impression of the result.”