Daniel Gergely of Wing: We’ve done well thanks to the spike in our creativity

Daniel Gergely, director of business development at Wing in New York, spoke with PRODU about the Hispanic ad agency’s expectations for this year, as well as about his view of the market and advertisers in general.“I think we did well because of the spike in creativity we’ve attained and the fact that our work has been seen by a bigger audience. That has helped us land more clients,” Gergely said.The executive noted that the 2010 Census has been a total game-changer – advertisers have a new view of the market now that it has a segment of more than 50 million Hispanics with an incredible purchasing power. All that makes Latinos a consumer target that can no longer be ignored.“I think they (advertisers) are not investing what they should but they’re investing more than they did before. We Latinos have a vision that our segment of the market is going to improve a lot and that, in turn, is spurring clients to invest in the market. We see it with clients at the agency, they’re investing more and that helps us hire more talent so that results in creativity, production and accounts are growing every day,” Gergely said.With regard to expectations for this year, he said “we did well in 2012, but as a new-business executive, I thing we’ll do even better in 2013. With more awards for creativity we can win more clients. I hope to land bigger clients than we did last year – those are our expectations.”