Marc Duran, director creativo asociado de Wing
To be successful in social media, it is necessary to identify what each platform is good for and understand what consumers use them for, explained Marc Duran, Associate Creative Director at Wing. “It is a mistake to place the same message on every platform. For example, in Pinterest people seek inspiration, on YouTube tutorials, on Facebook people look for material to share and informative novelties, and on Instagram, you can find beautiful things that don’t necessarily have to have any useful value, it is more inspirational” he says to PRODU.Duran, from Catalonian origin, handles a team of eight people and four accounts from an office in New York. “We have evolved in the Hispanic market because it is our vision.”He labels it a mistake not to invest in the Hispanic market, like some brands do, and warns that “Hispanic and American consumers both end up influencing each other.” We must understand that language is not something that defines creativity, it is just one more element, points out Duran, and he adds that adapting a total market message to the Hispanic market is not positive for a brand. “There has to be a union from the strategy, something specific for the person you are speaking to.”He encourages brands not to fear finding the global sound “those universal insights that apply to every culture and that the how it is executed must be different.”
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