Sir Martin Sorrell from S4 Capital: You cannot be interested in the US without being interested in Hispanics in that country

Sir Martin Sorrell, Executive President of S4 Capital, spoke exclusively with PRODU, the first day of the 2018 edition of FIAP. He offered details of his new project and spoke about the future of the advertising industry in Latin America and the US Hispanic market.

He announced that S4 Capital offers services that cover three areas: content, for which they have partnered with Mediamonk; data, where they study relations with consumers and their consumption habits; and, lastly, digital media planning.

Regarding the importance of the multicultural market for the company, Sorrell stated that taking into account that more than half of the babies born in the US come from these homes, this target is emerging as a new important market for the industry. In fact, between 45 and 50% of the operations that S4 Capital currently has are aimed at this audience.

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