Alain Groenendaal of Grey Latin America and Wing: There has been great progress in digital but it’s still a learning process

Alain Groenendaal, president of Grey Latin America and of Wing gave PRODU his view of the hottest topics discussed at the AHAA conference held in collaboration with FIAP and Circulo Creativo.As the advertising powwow progressed, participants largely concentrated on the evolution of the Hispanic market and the increasingly dominant trend to include this U.S. demographic in the general market, and just what that will mean for the future of Hispanic agencies.Groenendaal said that, for him, “what is happening in the market is a world of new opportunities with markedly different kinds of clients. There will be clients who prefer the simplification of a general market agency, and clients for whom being Hispanic is super important for the future of their brands”.“Seeing what’s happening in the market and how agencies have developed has been an excellent process for focusing on doing better” he said.The convention’s other leading topic was the growth of digital platforms, but ironically statistics show them to be recipients of a very low level of investment.“There has been a lot of progress in digital but as has happened in every other category, we’re in a learning process. We’re just finding out what digital is all about. Another important point is the proportion of investment in media versus investment in people – these are new models that the people are still learning” he said.