Peter Hall participará en la conferencia anual de AHAA
Peter Hall, Marketing VP for Americas at Heineken, assures that some of the keys to remain in the market are to understand consumers, and have discipline and consistency in the execution of projects. Hall, who will participate in the annual AHAA conference, spoke to PRODU about the challenges related to total market.”The question about Total Market is how to best manage the client/agency relation. Different clients establish different goals in this sense. For example, Heineken will reach world-class creativity through deep knowledge that results from consumer exploration”.He adds that nobody has a monopoly on creativity and insight, but the best place to find them is not in a committee. “The best idea wins!”, he declares.Halls believes that the best brand ideas and sometimes execution as well, can have universal relevance. “This is what we must strive for, because it is the most efficient path. For the execution, everybody has to act in an interrelated manner, through channels and ethnicities, with the best possible number of agencies”, he states.As for his expectations on the annual AHAA conference, he expects guidelines on the future orientation on the use of Hispanic media, synergy ideas between the Hispanic and the Latin American market, especially Mexico.
