Andrea Suárez, CEO para Latinoamérica
IPG Mediabrands is expanding its programmatic area to all the general team to answer more effectively to clients, explained Andrea Suárez, CEO for LatAm. “What’s most important is to rely on good partners, technologically and in media, with good inventories to insure that the investment is effective and reaches where our clients need it, with the expected return.” She expects to keep on growing in the future, not only digitally but in other media. “We’re producing programmatic campaigns outdoors, in radio and we began to move forward into TV, with advanceTV.” IPG Mediabrands’ key to success is monitoring consumers, plus the technological platform that enables them to do marketing, and also a more segmented media, more personalized communications, which allows working in small investments and scaled. “We’re working hard in everything related to programmatic. Really our goal -and we’re getting there- is becoming the region’s number 1 in programmatic. This year we’ve seen great cases, and we are crossing our fingers for results. We have a good track record in earlier festivals, where we use data as a strategic input to find much more effective solutions for clients” she explained.
