MERCADEO Versión en español
Facundo Paglia from Wing: U.S. Hispanic Influence is Becoming Mainstream
Liz Unamo| 18 de octubre de 2016
Paglia: Todos los clientes que tenemos están haciendo activaciones digitales
For a couple of years now, Wing has understood where the U.S. Hispanic market is heading, where the influence of Latino culture is increasingly higher and is becoming mainstream, according to Facundo Paglia, Creative Director, in an interview with PRODU. “Many times we have had to participate directly in projects for the general market and for 2017 we estimate to be leaders in that segment, since in some brands the target is made up of 40% latinos” he explains. In the last year, they have grown in the Pharma unit, specifically for the launch of a client’s product. He adds that most of the accounts they handle are in the digital realm, therefore data is important. “We have a team that helps us interpret that data, when it comes to creating content. That is when integration with GREY is stronger than ever, because we use the analytic teams and transfer that knowledge to our brands, not just in the creative aspect, but in terms of planning and branding positioning.”He warns that for people to feel appealed to brands, relevant messages must be created. The context is a bit different, but the challenge remains the same. Now, we are defied by having to place everything on different types of screens, because they have multiplied. Knowing the challenges of the media, we must create contents that truly draw people’s attention. Let’s do something that people want to see and that has some value for them.”
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