Facundo Paglia of Wing: Traditional advertising still matters in the Hispanic market

For Wing’s associated creative director, Facundo Paglia, up to now traditional advertising has strong influence in the Hispanic market, because the consumer is still rooted to platforms such as TV. Paglia talked to PRODU about his agency work, where integrated campaigns stand out. “Our Hispanic public is still rooted to traditional media. We know they use social media, but not as the general market does, where social and traditional media have merged. The truth is that we are doing less TV spots, or only ads for news press. Nowadays everything is mainly integrated. Therefore, even if you have a great idea, it will be an extension of the campaign.” Paglia said that his passion are ideas, and added that his agency’s hallmark is the level of the team commitment. “The team is very committed with quality work. We’re looking at a solid team when everyone works in the same direction and have the same ambitions, to stand out and win awards.” For him, relevant is everyone having the same passion for ideas.