Ángela Sustaita-Ruíz junto a Willy Villarreal y Jiten Dadlani
Angela Sustaita-Ruiz, Co-Founder and Partner of Hispanicize told PRODU that the seventh annual Hispanicize has had a high participation, exceeding expectations. “Beginning with a summit for influencers and content producers has been great success. More than 300 content producers participated and now possesses high level information about how to use spaces monetizing their content and offering brands a variety to choose from.” Sustaita-Ruiz, who was member of the panel about how brands should approach influencers to be effective, highlighted that the promoted content should be spontaneous so its not linked to an advertising. “A close relationship must be built with the influencer to find out if it is effective for the brand. Check the influencer’s content, because it should be spontaneous in its style. In this sense, freedom to express with his hallmark must be granted. Influencers must use their own voice.” Willy Villarreal, Brand VP and Chief of Multicultural Marketing at PMKBNC added that “when we talk about influencers it is about the quality of its content and how this content relates to the brand. Looking only at the number is not the appropriated strategy.” Jiten Dadlani, Senior Digital Strategy at the Max Borges agency, considers that the work should be done in a synchronous way to achieve a real impact and campaign consistency.
