Gonzalo Del Fa, Sandra Alfaro y Alex López Negrete
The second day of the Annual AHAA Conference began with a panel on the political landscape of the U.S., followed by a talk with Sandra Alfaro, General Manager at Wing; Alex Lopez Negrete, CEO at Lopez Negrete Communications and Gonzalo Del Fa, President at GroupM Multicultural, titled: How The Most Powerful Digital Brands Are Changing – And What That Means to Hispanic Marketers. Del Fa highlighted that “measuring in the digital space is terrible in the U.S. Hispanic market. We are a company that is trying to change this and we hope Nielsen will soon say they have a bigger sample of our community. The beauty of digital is that you can measure everything. The problem is what do we do with the comScore and the Nielsen in the world so that they are more accurate with our market. That is the big challenge. We don’t represent 20% of the sample. If we don’t have those numbers, we are in a very complex place because we cannot measure the business opportunity and the impact it will have accurately.”Alfaro revealed that all Hispanic consumer groups are highly digital and social, so it is impossible to image a campaign without this element. “All the brand architecture we built evaluates the possibilities of the different platforms and prevents clients from venturing into spaces where they shouldn’t be” he explained. “You must be honest with your brand’s voice to succeed in social.”According to Lopez Negrete, nothing can stop the Hispanic market. “I feel that I show every client a trunk with 60 million people who can be their business” he said. “Agencies have obligations with clients, so what must exist is a generous integration with the other agencies.”
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AHAA honra a Pedro Font, Carlos Montemayor y Felipe Korzenny
