MERCADEO Versión en español
Diego Yurkievich of Conill: The Hispanic market reaches a new high point every day and its potential is immense
19 de junio de 2016
For Diego Yurkievich, Creative Director at Conill the Hispanic market has been growing fast in the last years, entailing a high demand. Talking to PRODU he said that the pace of change among Hispanic consumers is incredible. “Its driven by increasing biculturalism and the youthfulness of the segment. Creatively, the market reaches a new high point every day. The potential is immense.” A perpetual pitfall in this business is misdiagnosing the issue, he said. “Once you have the solution, you need to deliver it in the simplest way possible. I think most of the creativity resides in how you solve the problem, the rest is basic communication and common sense.” Media proliferation, shifting demographics and cultural swings -he explained- are all affecting the ways marketers and agencies connect with their audiences. “With that as background, one of our biggest hurdles right now is the generation gap between those in power and the younger generation they are engaging. While this division always exists, we are currently at this cycles greatest expanse.” Regarding the Lions Cannes Festival campaign, Yurkievich defined creativity as solving a problem using whatever means you have available. If he could give something to it, it would be “imagination and common sense.”
