MERCADEO Versión en español
Study shows latinos are more passionate about work
Patricia Molina| 16 de enero de 2014
Según investigaciones, los latinos tienen mayor conexión emocional
Latinos de corazón (Latinos at heart) is the latest part of the De corazón a corazón (Heart to heart) project, a study by the LOLA agency to find out how emotions determine human behavior and condition all our decisions. The second part shows how Latinos are capable of building more exciting brands that are able to engage consumers and so improve their outcome for the companies marketing them.LOLA had the input of more than 40 experts in the ad industry around the world for the study. All had worked with Latinos and consider them to be very emotional people, or as Jose Borghi, president of Borghi/Lowe puts it: Working with Latinos means working with more passion or according to Brazilian artist Elisa Sassi: Latinos dont just express themselves they explode!The lack of normal conditions in education, the repeated economic crises and their constant wants make them develop their own way of working, in which effort and improvisation are the order of the day says Fernando Belloti, president of Leo Burnett Latin America.Chacho Puebla, executive creative director of LOLA, said that Latinos have a special way of approaching all they do, maybe its because of the sun were exposed to or because of our social life, our family structure or because we have such great support from our friends, family and religión.So all that emotion could be an advantage when working with a Latino agency with global coverage.
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