IPG Media Brands’ Sergio Kessissian: Social media and mobile are the main bets of the creative industry

To Sergio Kessissian, CEO of IPG Media Brands Communications, social media and the use of media in mobile, are the main stakes reflected in events like the Festival of Media, where they participated with three cases for Unilever and their agency Initiative; where also the director of BPN, Joaquin Zeron was a juror. “Such festivals have quickly become a reference for Latin America. Moreover, as the boundaries are increasingly blurred between media, creativity and communication, is the most comprehensive review for the industry,” the executive said.Kessissian highlighted the work done by countries like Brazil and Mexico in the creative field, so that “the majority of cases in the shortlist in this festival are from these two countries; but also we are surprised by Central America’s participation”, however, he said that the Mexican brands need to tell better stories and lose the fear of risk. Also, there is lack experience in terms of agency’s participation in competitions like this.”Finally, he announced that 2015 already began in IPG Mediabrands: “We are mapping the commercial and communication needs of our customers to give support to their structure and needs. We are fulfilling the goals of growth, exceeding our expectations above the growth of Mexico.”