Lopez Negrete’s Fernando Osuna: Everyone uses the total market approach they prefer

Fernando Osuna, Lopez Negrete’s CCO, talked to PRODU during AHAA, to share his point of view about the total market approach and how large brands conceptualize it from their own experience.Osuna believes that every client has a different definition about the popular concept, as well as agencies. “Every agency sees it in a different way, depending if it is a Hispanic agency or a general market one, and even the same client does not understand the meaning of total market completely, since everyone uses it the way they prefer,” he commented. In the case of Lopez Negrete, Osuna assures the agency’s success is due to their work coherence. “We know we are a Hispanic agency that make advertising for Hispanics and we understand and invest in knowing our market deeply and which characteristics make it different and unique.”Regarding brands’ point of view, he thinks not all of them focus on reduce advertising costs. “The most important brands are not worrying about saving more money and being effective with the budget. They worry about entering the market and have the correct message because they know the growth they have, will come from the Latino market,” he ended.