Carlos Cervantes
Ogilvy Miami is working to be a source of creativity in both the Hispanic and general markets, according to Creative Director and Copywriter Carlos Cervantes. “It’s a bet we made because we believe very much in Ogilvy. We have been with Ogilvy before in Mexico and are very excited to see how far it will go here.” One of the agency’s challenges is to fight against the cliche of the Latino segment. “There is an immense lack of knowledge of the market among clients and I think that truly breaking that barrier with Hispanic market insight is the biggest challenge we’ve taken on,” Cervantes said.He said today’s target audience is on digital, Netflix, cell phones and PCs. “And the client already realizes that. Agencies – all of us – understand that’s where the future lies, and beyond the costs and budget you have, it’s all about using them more effectively. We’re looking to create a high-budget digital piece that is profitable beyond any massive TV message whose ability to reach its target is still unknown.”
