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Douglas Rowell of AW LatAm: Understanding The U.S. Hispanic And Latin American Markets Is Not Only Fascinating But Essential
Liz Unamo| 26 de febrero de 2019
Douglas Rowell
The Hispanic market was well represented at Advertising Week LatAm (AW LatAm) in Mexico. “We have a strong participation of our partners in New York like Univision” said Douglas Rowell, President of AW LatAm, adding that “we try to keep integrated in that way because markets are increasingly hyperconnected and it is more critical every day to understand how they operate on both sides: Latin America and the U.S.” An example of an innovative partner is Heineken. “The brand has been excellent in the sports category, especially in boxing. Heineken Mexico is the office that makes the decisions for all of North America on how its products are advertised.” Rowell stressed how fascinating but also how essential it is to understand both markets: “the hybrid Hispanic market and the traditional Latin American market, which has an entirely different outlook. Both are present across North America, maintaining many of the values their members traditionally find at home.”
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