Gómez: La fórmula de los estereotipos no funciona
Target’s SVP Marketing, Rick Gomez, open his lecture saying: “our brand shines when we’re optimist, happy and inclusive.” He said that Target understands what’s going on and they care about how the world is conceived. “Target’s DNA is part of the culture and we are a brand that contributes to cultural conversations, so being multicultural is inherent to this.” During the Latino Music Billboard awards, they launched a Hispanic women campaign filled with color and inspiration. Using influencers, they achieve a great reach, but the most successful part of the campaign was characterized by the clients themselves signing Soy yo (It’s me). For Gómez this is an exciting moment for advertisers. “We can re-imagine the way our brands have to be presented. It’s complicated, but if you’re clear with who you are and what you stand by, you will progress” he said. “Our work focusses in deep insights. We’ve evolved a lot since the time of translations, but we have to keep on working. In Target we want to implement more experiential marketing for Hispanics.”
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