Alain Groenendaal of Grey: We owe the fusion of Latin America and the U.S. Hispanic market to social media

The president and CEO of Grey Latin America, Alain Groenendaal, spoke with PRODU about the changes taking root in markets like Mexico, where the growth of digital media makes this a country of particular interest for the agency. He stressed the cultural fusion of the U.S. Hispanic market with Latin America, as well as the launch of the W Code study, which analyzes the Latin American woman.“Mexico is a market that has changed drastically over the past few years, with very strong growth in creativity, in digital, and we’re landing a lot of new projects. Latin America and the Hispanic market are growing incredibly, there’s a lot of creativity in business, in ways of addressing the consumer and a tremendous amount of innovation that we can use to learn and stay ahead of the pack,” the executive said.Groenendaal said there used to be a disconnect between what went on in Latin America and in the U.S. Hispanic market, but now, “thanks to social media, there is a cultural fusion. That is the great opportunity for the future”.The agency head spoke more in detail about the launch of the W Code, a regional survey taken with the aid of the Mexican company Bitacora Social (Social Blog), which was carried out in seven markets of the region and whose goal was “to understand Latin American women, the changes in the society surrounding them and how they feel in their roles as women, as housewives and as workers outside the home. We wanted to know how all this affects them so we might have a richer frame of reference for working with clients on key projects”.