MERCADEO Versión en español
Luciana Cani From LAPIZ: Traditional Agency Models Will Have to Change to Match The Continuously Evolving Consumer
Manuela Walfenzao| 15 de agosto de 2017
Cani: Lo que necesitamos es entrenar y apoyar a esta nueva generación
2017 has been an exciting and re-energizing year for LAPIZ, according to Luciana Cani, Senior VP and Executive Creative Director of the company. “The agency is being led by a new, dynamic, highly unified, multidisciplinary team that includes Diego Figueroa, Marco Azucena and myself. As always, our focus is on our clients’ businesses and delivering a great creative product, like the large Gold Cup social campaign we just wrapped up for Allstate” she explained. “A big focus for the balance of 2017 is going to be LAPIZ—sharpening our offerings and positioning in the market.” According to Cani, today the industry is under a great deal of pressure and scrutiny, so traditional agency models will have to change to match the continuously evolving consumer. “Ad blocking, skip buttons and all these tools to avoid advertising mean something” she said. “We need to know how to entertain, to become relevant to our target. On the other hand, there are more ways to understand consumer behaviors, more channels to connect with them, but all these tools have no purpose without creativity.” One of the great challenges the Hispanic market is facing are flat or trimmed budgets and being tasked with generating growth for their brands. “Having to do more with less resources is something we can all relate to. That being said, we need solid proof that Hispanic is moving the needle. More robust and accurate measurement and attribution models are needed. This is particularly true when the Hispanic market is evolving beyond traditional efforts in Spanish.”
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