Carlos Ayala of Hallmark: Inspiration Is In Our DNA

Carlos Ayala is the man in charge of multicultural brand development at Hallmark. During Hispanicize 2018 he said that understanding a person’s passion and what he or she really feels is essential in any business. “What was amazing to me at Hallmark was to start understanding the emotional side in detail, understanding the value of words and the emotions they can inspire means so much” he said. In the light of digital evolution, he feels that paper greeting cards still have and will always have great value. “Writing to someone in good or bad times is so inspiring that no message on Facebook can ever compare with it. Social networks have their place but so do paper cards. I think that right now Millennials appreciate personal messages written on paper more because it’s a kind of balance to all things digital. They live with their devices non-stop and being interrupted by a letter changes their day in a very amazing, meaningful way.” According to Ayala, what’s important is to cultivate insights with which to develop strategies that really touch consumers: “One asset we have is our truly spectacular Creative Department, where inspiration is in our DNA. There are things, however, that require specific cultural expertise, and so we’re also looking for allies abroad.”