Leo Olper from d expósito & Partners: The challenge is to gradually change at the rhythm of Total Market

After almost 10 years since its foundation, d expósito & Partners is proud to state that it is one of the pioneer agencies regarding handling the term Total Market. This is what one of its partners, Leo Olper, states.For Olper, Total Market is changing all the time and the challenge is precisely to change with it. “We are doing many things, not just in target segmentation, speaking to an array of Hispanics, and possibly African-Americans-Asians, multiculturals, but also regarding behaviors and age groups. When we speak of Total Market we must speak about all ages, not just different market sectors. I think that in d expósito we are well settled to take on this challenge”.In the framework of the annual AHAA conference, when consulted on the link between these concepts, from a personal viewpoint, Olper said that they are both enemies, “I think there are ways to do it, there are brands that are extraordinarily well positioned to do it, such as Coca Cola, but when you talk about other things, such as cars, for example, here in the US, the experience of driving a car cannot be the same for an Afroamerican than for an Asian or a Hispanic. They might have things in common, however, the taste and what you need cannot be the same, and then we und up with effective but not creative advertising”, he ended.