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Hector Fernandez of VMLY&R: Pulverizing the audience permits better targeted communications
Claudia Smolansky| 8 de marzo de 2023
Héctor Fernández de VMLY&R México
Hector Fernandez, CEO of VMLY&R, spoke with PRODU about the agency’s transformation in recent years. What’s most important in his opinion is that they have added a series of experts from a variety of different fields, which has led in turn to a greater variety of ways to portray life and business. “An agency unable to have a total view of its client’s business is not doing good work. We know that we can do the communications part very well, but our clients also need experts in Customer Experience, Performance, Strategic Consulting, Technology, eCom, Commerce, whether entirely or in part. And, unlike others, we also know how to do the creativity and production all very well,” he said. Fernandez said that over the past three years the agency’s workload has tripled. In that sense he noted that it counts on a Martech team, another of Experience, and also offers its clients Brand Consultation He expects this growth to continue over the coming years, above all because he sees Mexico as a market whose economy offers ever greater opportunities. As for trends, Fernandez believes that a leading one is Customer Experience. He also notes that another of the changes to be expected this year is the Fragmentation of Platforms and at the same time the inclusion of advertising on them. “We’ll be witnessing non-traditional television programming, but all with very interesting advertisers that at the same time allow segmentation.” He described this phenomenon as the “pulverizing of the audience” and added that ”you previously saw an entire audience of an open TV channel watching the same movie or program. Nowadays it’s hard to unite such a big audience beyond a sports event like, for example, the Soccer World Cup. I believe this phenomenon allows a much more focused communication.” In that sense, he indicated he is going to improve and at the same time, change, the need to “beautify the advertising.”“What’s different is that there has to be a balance with immediacy. That’s why I believe it’s important to have an amount of previously created content in order to maintain that impeccable crafting and give it a flexibility to keep up with the speed of the culture. And finally, an impeccable finish, with relevant messages, but that is also adapted to the different platforms,” he concluded.
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