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Brands will go for higher spend levels in 2021, according to Aldo Quevedo of Lerma
Liz Unamo| 18 de enero de 2021
Aldo Quevedo de Lerma
Aldo Quevedo, principal and creative director of Lerma, spoke about the upcoming trends in 2021 and the lessons learned during the pandemic crisis. “I believe multicultural markets will benefit from the focus on inclusion and diversity that has been growing. Many brands are genuinely interested in displaying those values. At the agency we’re very optimistic about what’s coming,” Quevedo said with reference to the new U.S. administration. Before reaching a conclusion about what we will see this year, Quevedo warned that it will depend on the effectiveness and massive development of Covid-19 vaccines. Meanwhile, he said, “our forecast is that brands will go in for higher levels of investment, and that agencies will have an increasingly important role as business partners of brands.” The year 2020 was marked by many changes, from budget cuts to brands redoubling their efforts. “At Lerma, for instance, the phenomenal Ocean Spray video with Nathan Apodaca that went viral was the start of a new communications strategy for a brand committed to really going places in 2021. At Lerma we’re lucky enough to have a diversity of clients that allows us to move from one side to the other of the cultural spectrum. We see both sides of the market and that makes us better prepared for what’s coming.” “Patience is one of the main lessons we’ve learned,” Quevedo added. “The entire industry has learned to do more with less, not to stop thinking while doing things, to find solutions when there apparently are none. And we also learned to keep our spirits and hopes up however desperate the situation.”
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