MERCADEO Versión en español
Julieta Loaiza of Nestlé USA: Hispanic consumers are driving the growth of our brands
3 de junio de 2016
Loaiza: La creatividad nos mueve e inspira siempre
This year the U.S. Creative Circle (Círculo Creativo) and Nestlé joined efforts so the Hispanic U.S. team could compete at the 2016 global Young Cyber Lions. Julieta Loaiza, Communication & Multicultural Strategy Director at Nestlé USA explained to PRODU that they have young recruitment programs in every country and the U.S. is one of its most relevant PR projects. “We also recognize that Hispanic consumers are driving the growth of our brands, so fresh, unexpected and innovative ideas performed by Hispanic creative talent helps and inspires us. Supporting them for the first time in this competition was very rewarding and fun. Creativity always moves and inspires us” she said. The competing Hispanic creative team includes: Jason Cary, Junior Art Director, and Tamara Tripp, Copywriter at Casanova/McCann. Loaiza explained that what they did was to “chose a known brand with potential growth within Hispanics, define a clear brief, simple and inspiring, give it to the young creatives and pay for the winner couple’s trip to Cannes Festival to compete at the Creative Young Lions.” She said that their expectations are to learn, discover and pinpoint communication opportunities with the Hispanic young creative ideas, in this case particularly for Nescafé which was the selected brand to compete in the U.S. Hispanic Young Lions of the Círculo Creativo in the U.S.
