Verónica Hernández of Ogilvy Mexico & Miami: We Are Witnessing The Reinvention of Ogilvy as a Brand

The co-CEO of Ogilvy Mexico & Miami, Verónica Hernández, said the agency has been working on change in both the Mexico City and Miami offices. The latter recently signed up a creative pair that specializes in the U.S. Hispanic market, who will soon be joined by a strategist who is also an expert in that market. “At the Latin American level, we are handling the entire KFC business and are working on a lot of pitches for brands I can’t mention yet. We’re also boosting Miami very much because of its great growth potential,” she said. According to Hernandez, the restructuring of their offices represents the reinvention of Ogilvy as an agency. “It is a reinvention based on values…it’s a different structure. For example, the Client Service Department will be divided into two: those responsible for client growth on the one hand, and project managers on the other. There will no longer be accounts. We have gradually increased investment in data and listening tools. That is basically what we have focused on this year.” She said their idea is to specialize in Hispanic advertising because it’s a growth market but with a great deal of competition. “We’ve done a lot of business in the general market and in the Latin American region, so those are always very important. But now we’re also working a lot on improving our share of the U.S. Hispanic market. Our growth up to now has depended more on those other areas, so we welcome this new source of growth.”