MERCADEO Versión en español
Isabel Echeverry from Kontakto: Big companies must implement Hispanic divisions
Manuela Walfenzao| 21 de julio de 2015
Isabel Echeverry, founder of the representation agency Kontakto, has worked as a representative of Latino talent and has witnessed the growth of the Hispanic market in the US. In an interview for PRODU, she stated the importance of opening Hispanic divisions in the different American companies. The company, which has just finished a business plan to expand its operations, signed a commercial integration agreement with a general market representation agency, where a Hispanic division will be implemented.”Harvard Business Review says that in the year 2050 half of the workforce in the US will be made up of Hispanics. It is important for big companies to implement Hispanic divisions and that is what we are accomplishing in Kontakto” she commented.According to Echeverry, the performance in Cannes renders the Hispanic market more trustworthy in the eyes of brands. “There will be greater investment, which will allow agencies and production companies to continue growing creatively. It has been a growth process in every sense, that shows how our culture has penetrated the US and the international market”.The executive believes that now the challenge is to continue producing innovative ideas with reduced budgets. “Sometimes it´s very complicated but I admire them because what they want is to help agencies carry out their ideas with the best production quality posible”.
