Genolet: Hablar de un mercado hispano per se como único y cerrado no es correcto
CEO at Ogilvy Latin America, Horacio Genolet, had the pleasure of working in 2005-2006 in the Hispanic market together with Ogilvy Miami. He mentioned that there has been an important evolution in this space thanks to the recent alliance between Ogilvy Mexico & Miami and MARCA. “It is definitely a relevant market for the U.S. and, above all, it is relevant for brands” he explained. Genolet feels that this evolution is due to the change that has taken place in the Latina generations themselves. “It is different to talk with someone who arrived 15 years ago or with the second or third generation, where there is already a mixture of cultures. I think that the challenge is exactly there, because to separate them is also a mistake” he pointed out. “Today, we are living in a world that has no borders. The connection we have with brands through social networks has erased these borders, then I feel that speaking of a Hispanic market as a separate and closed one is not correct.” According to the executive, this combination of factors has made brands connect with Hispanics in a different way, without losing their cultural heritage. “It is a market that has evolved very much and I think that thanks to that, the combination between MARCA’s expertise and what we are doing today on digital and tech platforms will translate into great success for us.” The alliance with MARCA aims to unite forces with an agency that has more than ten years of experience in this segment, instead of building a team from zero. On the other hand, MARCA needed a strong arm in terms of metrics and data. “We reached a win-win agreement for both parts and already have several projects together” he ended.
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