Daisy Expósito-Ulla from D’Expósito & Partners: Consumers do not talk about markets but about flavors, ideas and all that lives in creativity

It is always necessary to evangelize to move Hispanic clients towards a business mentality, to make more rational decisions, thought strategically, according to what Daisy Expósito-Ulla, Chairman and CEO of D’Expósito & Partners, thinks.In statements to PRODU, she said that she believes the Hispanic market in the US does not stop and is constantly growing. “They are constantly changing, but becoming stronger. I have had to hear for years announcements about their soon disappearance and there we see it: it continues to grow and has no plans of disappearing.”He warns that agencies must constantly update their data and not forget that “creative ideas may be the best intellectual capital of an agency, media are the strength that grants economic force to an agency”. Regarding creativity and Total Market, Expósito-Ulla explained that consumers do not talk about markets but about products, flavors, and that is lived in creativity. “In Total Market relevence tends to be lost and the story that works for someone in my tribe can become a Chinese story for somebody else. What is important is that Hispanics are the leaders of consumption in many important cities and markets and in many product categories”.