Bernhard Glock of Medialink: Creativity going strong both in Latin America and the U.S. Hispanic market

As part of PRODU’s Special Coverage of the run-up to Miami’s Festival of Media LatAm 2012, Bernhard Glock, chairman of Medialink, said “I expect the festival to become an annual media event in Latin America, a place to contact potential business partners and to see the wonderful work of all those countries”.For the executive it’s evident that creativity has hit a high point in both the Latin American and U.S. Hispanic markets: “They create campaigns that really work. I’d like to see that more and more in LatAm campaigns”.He agreed that today’s companies are being well advised when it comes to weighing the multiplicity of platforms available for their campaigns.“The business model in the online ad market must be treated as for any other medium”. He also said that it is fundamental to study consumers wherever they go and whatever they do to gain the necessary insight for building a media plan.“We at Medialink like to help advertisers build bridges between their offline and online media by applying our insight about consumers.”Glock said that the learning process focused on a business and its campaigns has to be continuous in order to generate new tools. And as an example he noted the successful 360º reach of the Old Spice campaign, which continues to work effectively on all platforms.