MERCADEO Versión en español
Alan Suárez From Wabi Productions Shares His Vision On Advertising In The Digital Era
Manuela Walfenzao| 14 de agosto de 2017
Suárez: Estamos creciendo mucho con el contenido
One of Wabi Productions main goals has always been growing and venturing into new areas. Alan Suárez, General Director of the production company, explained how they are making it. “We are already experiencing a great growth, not only vertical but horizontal growth, as well, and it has a lot to do with content, especially at the Los Angeles office. We also have new Directors and Producers in our offices in Spain and Mexico. In addition, we are working with a new Hispanic market representative in the U.S.” he explained. “The Hispanic market is very complex. The competition is very strong for the little work that exists, especially because many brands are mixing general market with the Hispanic market, and even though we recently joined this space, I know we have the resources to face any kind of challenge” he said. Part of the strategy to face this challenge is to focus on the production of digital content. “We made a three minute short film for a brand in Mexico that went viral with more than 15 million views. It has won at festival El Sol and was a shortlist in Cannes 2017, were we became the first mexican production company to get a shortlist in Craft. We are currently finishing producing one miniseries while developing another; Both for different international brands.” In the U.S., they have developed more entertainment content, such as short films and they just finished a feature film in coproduction with other producers. According to Suárez, there has undoubtedly been a trend for several years regarding content creation. “Brands have gradually understood how to monetize their digital contents. The more they understand it, the more and better advertising they can do in digital” he concluded.
