Lapiz’s Gustavo Razzetti: The competition is open, but the best ideas win

Gustavo Razzetti, Lapiz’s executive VP general director, in a conversation with PRODU regarding the Total Market approach, he emphasized that “we must stop thinking of the Latino concept as a silo, more than seeing the General Market’s agencies as an enemy, we must learn and collaborate”.With this, he stated that general market’s agencies move forward because they see an opportunity to grow; while Hispanic agencies lived or are living in a perfectionist model. “We must play harder to be competitive now. Rules of where the market is heading must be rewritten” he assured.Personally, Razzetti considers that he has never liked others to rule his future, “therefore, we continue rewriting our own model in Lapiz. It is a constant evolution, a constant reinvention. Nobody knows what the future holds and that is fascinating”. Finally, he explains that brands must have a model that works to win in this new reality of US consumers.