Alberto Lorente From Sprint: Our Goal Is To Have A Single Company/Agency Team Focused On Total Market

Alberto Lorente, Multicultural VP at Sprint, spoke with PRODU about the brand’s relations with ALMA and his view of how the U.S. Hispanic market is evolving. The executive also announced details of the upcoming campaign being prepared to air during the 2018 World Cup. After the success scored by ALMA’s Greatest Hits campaign, Lorente appeared very satisfied and attributed the outstanding outcome to the connection he has established between his team and the Hispanic agency. “The agency-client line between Sprint and ALMA has blurred – we are literally a team. We went beyond the technical aspects and managed to connect agency and client with a shared passion.” As for his perception of today’s market situation, Lorente feels that big companies are increasingly going the way of the Total Market: “Our idea is to avoid having teams dedicated solely to the Hispanic market, but instead have them reach the Total Market. That’s where we’re headed, and at Sprint, that’s our end goal.” Regarding upcoming projects, he said they are basically focused on the 2018 World Cup campaign. “It is a very important event for the Hispanic community and we will establish a tone very similar to that of the Greatest Hits campaign. There might not be as much music but there will be great humor and we’re sure folks will love it” he said. Due to the time-zone differential between the U.S. and Russia, Sprint promises that through this project, soccer fans will be to be able to watch the games on their mobile devices anytime they want. “As the games progress while you are on your regular office schedule, you’ll be able to watch the the action without getting caught. We will also offer great advice so you can watch the games with or without your boss’s permission” he said.