Best of 2012: Young bilingual talent sought by production companies for their new-media, new-format know-how

As part of the Special Coverage: The Best of 2012 that PRODU Hispanic Publicidad is rolling out, we note the importance that production companies gave last year to finding and hiring young bilingual talent with experience in new media and formats. Today’s directors are creating projects across a variety of platforms, which has led production companies to a continuous upgrading and specialization in the services they offer and the roster of directors they represent.Bernadette Rivero, president of the production company The Cortez Brothers in Los Angeles, told PRODU in an interview that these days when people ask about directors, they really want to know if they speak both languages, if they are up-to-date with Twitter and Facebook and if they are experts in these new media. “I love the fact that we’re in a new world where we have to be able to handle the new social networks as well as traditional media – combining the two is incredible,” she said.For his part, Massimo Martinotti, president of RedMagma Media in Miami, said that “we have strengthened our development department to be able to take on digital projects that are increasingly ambitious and complex, and in that way we keep building our experience in transmedia projects.” He also noted that his company has spent time lining up new directors on its roster, directors who not only have advertising experience but also solid creativity in other formats and media.