MERCADEO Versión en español
Nadine McHugh of Colgate-Palmolive: The Hispanic market is performing well despite accelerated growth rate
18 de septiembre de 2012
As part of PRODUs Special Coverage of the run-up to the Festival of Media LatAm 2012, Nadine McHugh, VP of Global Integrated Media Communications at Colgate-Palmolive, shared her view of the market.McHugh, a member of the festival jury, said she has received some magnificent entries for the prizes. She also expressed a wish to discuss with others the standard of work being done in the region as well as what is still lacking. I think the Latin American and U.S. Hispanic markets are performing well despite the really accelerated growth rate our industry is experiencing she said.She also noted the differences between the two markets: The Hispanic market reaches a very large, important market in the United States while Latin America is known worldwide for its creativity.McHugh believes that even though multiplatform strategies are no longer a novelty, they are still in their formative years, particularly in Latin American markets.She also voiced her opinion that online measurements continue to have an element of uncertainty, but, she said, I urge everyone to begin to use and learn to measure the effectiveness of these communications opportunities.The executive does not believe a single, unique business model exists for online advertising: Every company, and I dare say every campaign, requires its own individual strategy. She ended with an acknowledgement that the mobile platform and social networks are the most attractive ways to connect with the consumer, naturally using the most appropriate medium in each case.
Diario de Hoy
|
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
