Mario Mejía of UM LatAm: Economic growth, integration and ad blockers are the challenges that the industry must face

Mario Mejía, UM Brand Products Catalyst for Latin America, said to PRODU that for many years the company has been planning accordingly to a more dynamic marketing reality, and because of this they’ve won new brand deals which globally are moving towards that ground of dynamic and moments marketing. “We added an important layer to the process: effectiveness in media decisions for building the client’s businesses, the latter through specialized business analytics units” he explained. For him the challenges that the industry must face both in LatAm and the Hispanic market are: economic growth, integration and ad blockers. “This year we saw an economic slowdown in the main region markets, in consequence we must support more and more our clients in maximizing their resources to accomplish goals. Digitally, we must understand how to avoid ad blocking which has been increasing, and how to engage our consumers in a manner that builds brands.” Mejía explained that the brands challenge regarding the message to engage consumers is to get closer to them, be honest and direct. Regarding media, he said, that brands must translate the reach in effective actions toward the brand. “Not only in digital media, but in all point of contact, the solely brand exposition is not enough nowadays.”