Mauricio Sabogal of BPN: There are so many opportunities for success in this business

After being named Worldwide CEO of BPN, the new media agency network of IPG Mediabrands, Mauricio Sabogal, former president of IPG’s Worldwide Markets, spoke with PRODU about his expectations and BPN’s positioning in the market.“The appointment” to lead the BPN media agency network worldwide “is a great achievement for me. It’s a challenge like all that have come my way in my professional career. I’ve always had to take companies from zero, develop them and turn them into winners. There are so many opportunities for success in this business, we have to be pioneers and change our focus every two years. At a certain time we have to think outside the box and say things that often become trends” Sabogal said.The executive said that what’s new about BPN is the way it approaches the consumer. “We believe that first of all we have to look at who is influencing the consumer and the purchase, which is why we use shopper marketing theories – the consumer must be influenced long before the moment of purchase, motivated by the results of previous research carried out on the Internet and social networks.Sabogal said it’s important for the BPN media planning and buying agency to consolidate its geographical expansion in Latin America, develop its network and create affiliates in leading markets like Mexico, Argentina and the Hispanic segment in the United States.The agency is based on social data, which, in markets like the Hispanic one, makes it able to target the segment specifically in all its details and behavior patterns.