iNSPIRE!’s Rafael Ramirez: The Total market approach is not a threaten but an opportunity to have more and better work

Rafael Ramirez, who recently joined the multicultural agency iNSPIRE! as partner and general creative director, shared with PRODU his perception of the controversial Total market approach.”The Total market approach is imminent because Hispanic consumer is part of that evolution, which separated them from other consumers due to that fine line of language. It is also a strategy of efficiency of media and a message,” Ramirez said.Additionally, the idea man believes this trend will not change, but it will evolve. “That’s why agencies are forced to adapt, and I think that is not a threat but rather, I think is to make multicultural agencies to work together with general market agencies, which I see it as a great opportunity” he added.Ramírez concluded that these winds of change that have brought to the Total Market have allowed agencies to capture more accounts. “In the case of iNSPIRE!, the work made for some of the active brands was also used for the general market, so for me, it opens more possibilities for multicultural agencies to work more.””We know there are bigger budgets for general market, so in that sense, the quality of the creative product can also be benefitted, from the point of view of budgets, so for me, I feel there are more opportunities to make a better job,” he concluded.