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Mixto Musics Juan Carlos Maya: General markets agencies will never have the same cultural support Hispanic agencies have
13 de mayo de 2014
Juan Carlos Maya, Mixto Musics musical producer founder, talked to PRODU during the AHAA event, about the current situation of the US Hispanic market and the importance of events like Thinking under the influence has for the industry. AHAA is without any doubts the most important advertising conference for the Hispanic market. Since its beginnings, it has brought together agencies and different organizations to discuss topics that are important for everyone, without minding if we are competitors or not. This makes that internal and externally, the industry is seen as solid and well structured, Maya said. The producer considers that the industrys works are increasingly better, and that the protagonists not should feel threatened by the general market agencies. The fact that general market agencies work more or less in the Hispanic market is due to short-term economic benefits and they will never have the cultural support that exists in a team with Latino majority, he added.Regarding the total market approach, Maya says that cultural differences in the Hispanic community and the rest of the segments are too stressed to think one can be efficient talking the same way to everybody. Even though it is todays fashionable term, I do not think it is a good idea to use this theory in our industry, he said.
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