MERCADEO Versión en español
Mauricio Sabogal of BPN: Theres still resistance to investing in the different media in the same proportion that people use them
23 de agosto de 2013
Mauricio Sabogal, CEO global de BPN
Mauricio Sabogal, global CEO of BPN, discussed with PRODU the participation of IPG brands as exhibitors at the 2013 Festival of Media LatAm and what he expects from the event.As a group we have a pretty large participation we have the privilege this year of having IPG chair Michael Roth speak about the future of Interpublic in Latin America. We also have the UM presentation with the Wave study, which is the first study of social media to be done across the entire region. And in our case, we have the privilege of telling the story about our big winner at every festival, the first billboard in the world that produces drinking water, a case that has had a lot of people talking on social networks this year, Sabogal said. As for the investment in digital media, Sabogal considers that there is still a certain resistance to investing in the different media in the same proportion that people use them. It seems to me that what will get advertisers to invest proportionately are two things: one is using the best information available about the use of social networks, and the second will come as a result of the generational evolution he said.As for the Festival of Media LatAm 2013, Sabogal hopes the speakers manage to deliver the message. I hope we have some speakers who really let us understand what is happening and obviously at festivals theres the risk of the importance of a persons title versus the persons ability to speak, he said.
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