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Roberto Orci of Acento Advertising: 2013 will be very competitive year for the agencies
18 de febrero de 2013
Roberto Orcí, CEO de Acento Advertising y presidente de AHAA
Roberto Orci, CEO of Acento Advertising and president of the AHAA, told PRODU what he expected of the Hispanic market in 2013 and in what way the new efforts of AHAA are expanding interest in the Latino segment.The executive said that what was most important in 2012 was that the sector survived the recession of 2009, and also that Hispanic agencies and their billings showed greater growth than the general market, so in that way last year was positive.Speaking of AHAA, it has changed a lot over the past 12 months membership has grown from having only advertising agencies to include media agencies plus interactive and public relations agencies. This has heightened interest in the Latino market a lot because everyone wants the same thing, and that is to see this segment grow, Orci said.For the executive, a very important factor in the growth of the Hispanic advertising market is that the American market is changing. Many agencies are boosting their total business by doing campaigns in both English and Spanish and serving the client both ways.Agencies will find 2013 a very competitive year, some clients will be advertising again, others will be doing it for the first time, and still others who have not been very aggressive will really get started. Its true that 2012 was a little weak as far as new business goes, but this year is already beginning to look better, Orci said.
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