MERCADEO Versión en español
Sergio Alcocer of Latinworks: We dont think in terms of two markets since were convinced there is one total market
18 de abril de 2013
Sergio Alcocer, presidente y director creativo de Latinworks
During the 4th Hispanicize conference, PRODU talked with Sergio Alcocer, president and creative director of Latinworks about the event and his take on the latest trends in the Hispanic market.With regard to the unstoppable growth of the Hispanic market, a lot of question marks exist about the best way to be successful in it. Alcocer believes that in our case in particular, we dont think in terms of two markets our official position is that one total market exists in which we stop being ethnic experts and instead become cultural experts.The best we can do as a Hispanic agency is to understand that we have to be an agency first and then a multicultural agency, and that we will be working for a much larger group of consumers where everything is not going to be a question of language or ethnic origin he says.As to his view of the 4th Hispanicize conference, Alcocer says that of all the events in our industry, this is one that brings together people from different disciplines and I believe its interesting how it unites us as an industry, so that we dont just end up talking one advertising person to another or one blogger to another.Speaking of the power that digital media are garnering, the president of Latinworks says theyre here to stay, and that furthermore we cant talk about digital and non-digital media theres obviously a combination. Brands and agencies that are doing well are the ones that dont divide them one from another.He added that he will be a member of the 2013 FIAP jury and a participant in Cannes Lions seminars next June 21.
