MERCADEO Versión en español
Leo Olper of D Exposito: We must lead the conversation, for if we let general market agencies lead it, theyll take it in another direction
13 de mayo de 2013
Olper: Claramente se ve un cambio en la actitud de los clientes en cuanto a digital
Leo Olper, business development and integration officer at D Exposito & Partners, shared with PRODU his impressions about the tremendous growth both of the Hispanic market and of advertising on digital platforms, at the joint congress of AHAA, FIAP and Circulo Creativo.As for his take on digital marketing, Olper said that in D Exposito they dont take it as a subject apart, but rather integrate it into any new campaign idea. Were lucky in having all our departments integrated. We dont ask each one to think separately because theyre all working together from the beginning he said.As for the meager budgets allocated for digital strategies, Olper said that unfortunately budgets arent set by the agencies but by clients. But were always pushing to get a digital element in our campaigns.We clearly see a change in clients attitude, but I think theres still some ignorance among agencies and clients about whether the Hispanic market is ready for digital. The numbers dont lie, though, and were getting closer to adopting it. There are many agencies, ours included, that are making a great effort to make the change Olper said.While talking about the speech made by Sir Martin Sorrell on the Hispanic market, the executive commented that this is a great time for multicultural agencies. We must lead the conversation, because if we let general market agencies lead it, theyll take it in another direction. They wont take it where it has to be Olper said.
