Ximena Pazos of Hispanic Group: More clients eager to have their campaigns go digital

Just three years after Miami’s Hispanic Group launched its digital service, it has seen monthly growth soar. Ximena Pazos, the agency’s VP and media director, told PRODU that every six-month period shows a significant spike in the department’s billings from the same level of digital marketing.“We have more clients who are more eager to take have their campaigns go digital, not only on social networks but in general – search engine results pages, banner ads, e-mail blast, interstitial ads, and everything else that a digital purchase can include. For clients who are not all that tech savvy, we make a presentation outlining the many benefits of a digital media purchase, then take them gradually through the process of buying media spaces. And very soon they start seeing the results in their sales” Pazos said. With regard to the digital advertising produced in the agency and how it differs from that of the industry in general, the executive said they create campaigns for specific segments of the Latino community – Salvadorans, Peruvians, Mexicans, Argentines and so on around the region. “We also create branding campaigns, local shots for clients who have local marketing strategies and who engage in specific promotions” she said.To sum up the Hispanic Group story, Pazos said they are an agency that buys media spaces on a weekly basis and alters the purchase based on the results achieved, so as to optimize the client’s strategies and budget. “That is our great strength” she said.