Manuel Campos
Sprint was one of the brands that joined the 10th Hispanicize event held in Los Angeles between Oct. 17-19. Manuel Campos, director of Multicultural Brand & Advertising at Sprint, presented the agency’s partnerships with content developers and creators. “We have a long experience working with content developers and providers. By maintaining that connection they make their own voices heard, by being a bit of a partner they can attract advertisers in a more relevant way because they thus ensure that they will work for them as well as for their own followers. I think there is a great opportunity to partner beyond the most obvious influencers, moving on to the more micro and even the nano ones,” Campos said. He said that in the Sprint telecom firm, content is seen in terms of an entirely integrated campaign. “One thing is what we put on TV advertising and how we push that through a complete media mix including radio and digital. But we also complement the message in a more organic way with unique content on social media.” It is in the digital space, he added, that we must be aware of the environment in which consumers are seeing it. “We must make sure from an advertising perspective that what we put out there is a little intrusive and in harmony with that environment so the message will be all the more relevant,” Campos said.
