MERCADEO Versión en español
With their new standing in the market, Hispanics demand that brands be honest with them, say SociedAD’s Carla Trum and Jorge Moya
Liz Unamo| 12 de enero de 2021
Jorge Moya y Carla Trum Mercado
SociedAD’s passion is its power – so the agency says of itself after gaining independence from parent company Campbell at the beginning of January. “We’re unique in that we’re a small group of experienced people who lead all the disciplines we offer, and are mainly driven by a love of what we do. Even as our business has changed, our enthusiasm has not” said Chief Creative Officer Jorge Moya. Moya and Managing Director Carla Trum now lead this Hispanic marketing company.“These may be very complex times, but the Hispanic population of our country has achieved a standing in the market where it can demand complete and honest messages from brands interested in a meaningful and productive dialog. The new media with all their energy are creating a showcase for each and every brand seeking a relevant role in the life of consumers” Trum said. Though Hispanics spend the most, the investment brands make in this sector is still not proportional. Moya and Trump said between them that this market is known for its loyalty to brands, but this is not a blind and permanent loyalty. These consumers are very sensitive, very knowledgeable and recognize sincerity or the lack of it in brand messages. For marketing experts, this target group still offers the chance to win an advantage over the competition and build businesses in the short and long term. Campaigns targeting this group that are well elaborated and duly financed are therefore some the best and most reliable investments a brand can make. It has been that way over the last few decades and continues to be so.
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