Pepper: Ahora los clientes son mucho más conocedores y confían más en sus agencias
For Mary Pepper, Founder and Executive Producer at Basecamp Entertainment 2016 was an unpredictable year, both in production and politics. “This affected us very much, because many projects were rescheduled following elections, o for the beginning of 2017” she said. Regarding budgets, the production house saw an evolution in advertisers understanding. “Now they know much more and trust more their agencies. Budgets are more balanced and realistic. I don’t see it as an increase, but as a way of including more content in the same budget, which is more effective. And it’s clear that advertisers have learned -as a Puerto Rican commercial said when I was a child- ‘quality does not cost.. it pays’” she explained. Pepper said that creative quality of the Hispanic Market can be compared to that of the General Market, there is excellence and mediocrity in the same measure. “From the historic point of view, I believe we’re better than before. The use of language, humor, close cultural connection with our audience is critical for making creativity work and develop. Richards/Lerma release a very important survey regarding the digital life of young Hispanics. Well, our creatives must talk in that language. And they are doing it.”
