MERCADEO Versión en español
Alex Lopez Negrete at Geoscape: Both AHAA and Hispanic agencies are a year behind in talking about the total market
20 de marzo de 2014
Alex Lopez Negrete, president and CCO of Lopez Negrete, who was a speaker at the 10th Geoscape conference, shared with PRODU his impressions of the event.Cesar Melgoza and his team have always done everything possible to mount a conference with a lot of content and that provides us with excellent tools to do our job better, said Lopez Negrete. We have used Geoscape data for many years. I hadnt spoken at the conference for five or six years, and for me it was great to be back, he said.One of the subjects of most concern in recent times is the level of discussion in the Hispanic market about the total market concept, a discussion that fortunately was present at this summit led by the president of Lopez Negrete. In talking about the total market were lagging a year behind, both in Hispanic agencies and in our AHAA group. This is a discussion that should be ours, not anyone elses, he said.For the ad man, general market agencies have the most to lose from the markets new reality. Weve been doing this for 30 years and now is our moment. They risk losing control of the conversation with the client, but if we dont wake up, theyre the ones who have the most contact with advertisers, so were running a big risk too. This is the time to lead the conversation and define what the new reality is and what it should be and how were going to help our clients take advantage of it, Lopez Negrete said.
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