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Grupo Gallegos Curro Chozas: We have left behind the Hispanic market and we are making total market in some campaigns
8 de mayo de 2014
Chozas: El total market es una oportunidad interesante pero a su vez un reto complicado
Curro Chozas, Grupo Gallegoss creative director and a juror of the USH Idea Awards third edition, talked to PRODU during the ceremony award to share his opinion about the Latino markets current situation.Regarding his evaluation of the pieces that competed in the USH Idea Awards, he is positively impressed. I think there is a good creative level and that we have reached a good level in categories that we did not have in previous years, such as the viral in which we saw a couple of pieces that have really come out from their cities and have been a success even abroad, he commented.The creative director explained that the main goal when creating the Círculo Creativo (Creative Circle) prizes, was to get a more demanding criteria to award the excellence. I think we have reached it indeed, we have awarded the really good, those who have made an effort and have made it differently, he said.In regards to the total market approach, Chozas defines it as an interesting opportunity, but a complicated challenge at the same time. They make you compete with general market agencies that usually have more resources, but I find interesting the possibility of reaching more people, and we are facing that challenge successfully in Grupo Gallegos.A proof of that success is to have the agency handle the JCPenney account in the general market, as well as a new Got milk? campaign that is about to be launched, also for the total market. We have already left behind the Hispanic market and we are making total market in some campaigns, he ended.
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