Glorily Velez, editora de WhiteHouse
For Glorily Velez, Editor at Whitehouse Post, the best ads in Spanish are those where brands understand Hispanic audiences through a dedicated team. “The best work happens when the brand trust agencies and they are free to do their creative work.” Velez that has just completed two projects for the Hispanic agencies LAPIZ and ALMA, and an ad for Disney in English, said that the most important of working both for the Hispanic Market and total market are the stories developed. “When telling a story, it’s the same if it’s in Spanish or English, obviously the Hispanic market has its considerations. I think that the Hispanic experience watching TV and how they perceive ads is more familiar. Being Hispanic I know which phrases can be funny and reach the Latino audiences.” Actors performance and how an ad is filmed are key elements when editing, Velez explained. “Do the best possible with acting, music, and leaving your stamp to enhance it.” In Whitehouse they bet on team work and their distinctive stamp is to value creative work. “It’s very nice to be in such a place, where everybody supports each other, shares our work and we are very collaborative.”
