MERCADEO Versión en español
José Luis Valderrama from Hispanic Group: We want to spread our franchise throughout all Latin America
9 de marzo de 2015
Valderrama: Estamos totalmente convencidos de que hoy el hispano no es sinónimo de inmigrante, sino sinónimo de descendiente
José Luis Valderrama, president and CEO of Hispanic Group spoke with PRODU about the expansion process the agency is having towards Latin America, in the aim to open subsidiaries in Mexico, Peru, Colomgia, Argentina, Chile and Central America in less than two years.”What happened with the Hispanic market in the USA is happening internally inside Latin American countries. There is an internal immigration in each country which reflects very much what happened at some point with Hispanic immigration and how the American markets have ultra-segmented precisely due to those migration processes”, explained Valderrama.Enrique Arias, Venezuelan publicist with a successful career, will be in charge of leading and developing the operation in the different markets the agency is aiming towards.”Enrique is preparing to install business units identical to those we have in Miami and this we will enable us to develop the ultra-segmentation franchise throughout the Latin American market”, he pointed out.Since the year 2002 Hispanic Group began to develop segmentation strategies, methodology that in the year 2005 the agency dubbed “ultra-segmentation”, a unique concept which nowadays has become a logical process for the Hispanic agency. “Today what we are trying to do with ultra-segmentation is to manage that each one of the features that are important for different consumers may reach them by means of segmentation, via Internet or through the multiple platforms available. The more effective you are, the more it is finally being optimized” concluded the executive.
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