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Marco Milesi Of Grey Mexico: Why So Many Agencies Have One Foot In LatAm And Another In The U.S.
Liz Unamo| 4 de mayo de 2018
Marco Milesi GREYMx
Agencies venture into the U.S. Hispanic market in two principal ways: by gaining fame with award-winning campaigns or as big networks making the most of Latino creative muscle to penetrate the segment. According to CEO and President Marco Milesi of Grey Mexico, many other agencies have already begun to make a name north of the border with “one foot in Latin America and another in the U.S. This looks like a fabulous way to tap into the talent of the Latino culture in a country where Latinos are not always given the chance to shine.” He said that in Grey’s case, its foot in the U.S. market is the Hispanic agency Wing. From Mexico, all Latin America can be seen as a potential market, “yes, all of South America if we want to, and all of Central America, because many companies have their headquarters for Latin America in Mexico City.” Milesi believes that awards are an important and integrating element of the advertising industry for clients, agencies and media alike. “What is important, whether it is a prize for creativity or effectiveness or both, is that it is obviously awarded with honesty and integrity. I think that if an agency, a group, or an individual creates a publicity project, that project can and must be sold, and we should work hand in hand with the client that is willing to buy the idea – as long as it was born previously as an idea and is later applied to a brand.”
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