MERCADEO Versión en español
Armando Hernández From Marca: Our Ideas Are So Good They’re Going To The General Market
Manuela Walfenzao| 21 de abril de 2017
Hernández: Una buena idea puede ir a cualquier parte
Marca’s Co-Founder and CCO in Miami, Armando Hernández works based in the philosophy of making advertising for the three Americas: Latin America, the U.S. and the U.S. Hispanic market. He could be considered as a visionary, because for 13 years he has managed this approach that now many Hispanic agencies are embracing. “We’re always evolving. You have to evolve in this business. We’ve brought people with different experiences and capabilities. This has been Marca’s style, sustaining our three Americas’ concept. We like to hire people not only working in the Hispanic market, but in the general market” he said. “I come from the general market, I worked in Latin America and now in the Hispanic market. It helps understanding those three cultures.” For Hernández, categories are not very helpful. “I think a good idea can be anywhere. We just did some commercials for Subway that the client enjoyed so much that are now in the general market. That’s something that is going on, that happens a lot with Hispanic agencies, our ideas are so good they’re going to the general market.” For the festival’s season they have a very strong piece for their client Florida Coalition Against Human Trafficking, which made the shortlist at One Show, three shortlists in New York Festivals. Hernandez is very excited about the piece, and they hope some achievements in Cannes.
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