MERCADEO Versión en español
Luis Montero of The Community : More than being a multicultural agency, we are marketing in a multicultural world
29 de enero de 2016
Luis Montero, presidente de The Community
For Luis Montero, President at The Community the biggest trend of 2016 has to do with the raising of culture and of culture understanding. “We see that instead of a multicultural marketing agency, we are marketing to a multicultural world” he said to PRODU. He explained that what makes them different from other Hispanic agencies is being an agency that really excels in marketing in that multicultural world. Montero said that one of the agencys biggest achievements last year was probably rooted in the translation of their name, which they moved from La Comunidad to The Community. “I think it was a really strong statement and the reflection of the cultural change in America today. And in support of that we brought a lot of great talent on board. Part of our shift in becoming a more culturally relevant agency for a total market world implies having more total market talent.” Also in 2015, The Community won seven Cannes lions including a Grand Prix, they helped get Mauricio Macri elected in Argentina and they added three big category leading brands to their portfolio: BMW, Kroger and Verizon. “This resulted in 22% year-to-year growth, and ultimately will be contributing to the year which of course we are very excited about” Montero said. Regarding the ad blocking phenomenon, Montero said that even though it is a problem, is going to drive marketers to be more relevant. “I think there is a lot of selection that happens without ad blocking, and at the end is the message that is not connecting with your consumer anyway.”
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