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D’Exposito and Partners Mauricio Galvan: The Hispanic agencies must be ready to talk to a public eager of news
Patricia Molina| 29 de abril de 2014
Mauricio Galván, socio y CCO de D Expósito & Partners
Galvan strongly believes in Hispanic marketing, also in its power and potential, despite the many discussions about their validity and relation with the general market. In this opportunity, he talks again with PRODU about his participation as a juror in the USH Idea awards, event organized by the Creative Circle (Círculo Creativo) that aims at creating a program of awards organized and evaluated by Hispanic creative advertisers. A ceremony that takes into account different media, such as: cinema, radio, graphic media, digital; as well as innovation, production techniques, promo, design and Latino ideas that go beyond.When evaluating a piece, Galvan considers quality as necessary and essential. “A good idea that stands out from the rest, but above all, pieces that are really creative and that impulse certain brand,” he added and also explained that these proposals must make a product famous, so the world can talk about it. “I think creativity is giving more and better results in the Hispanic market. I am concerned to see that level continues going up in small or not very well known brands. It is a pleasure to see projects from Hispanic agencies for brands such as Procter & Gamble,” he expressed. For Galvan, Total Market has many definitions. “I understand that this is a new way of communicating with all the market cultures. The truth is that agencies must be ready to talk to that public that is eager of news,” he ended.
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