MERCADEO Versión en español
Mary Pepper from Basecamp Entertainment: Our Creatives Reflect Our Market Much Better Now
Manuela Walfenzao| 18 de octubre de 2016
Mary Pepper, fundadora y productora ejecutiva de Basecamp Entertainment
According to Mary Pepper, Executive Producer and Founder at Basecamp Entertainment, Hispanics in the U.S. must be defined by their actions and it is necessary to break the stereotypes that have appeared in the country. “Unfortunately, as Hispanics we often suffer from the soft racism of lower expectations. And it’s true we have to face greater obstacles and walk farther just to get to the starting line in the race. But we have to. For ourselves and for the next generations of Hispanic advertising professionals”.Pepper stated that the creative quality of the U.S. Hispanic market is comparable to that of the general market: there is excellence and mediocrity in the same proportion in both. “From a historical perspective, I think we are doing much better than before. Our creatives reflect our market much better now. Use of language, humor, close cultural connection with our audience, all that is critical for creativity to work and develop. Richards/Lerma published a very important study on the digital life of young Hispanics. That is the language our creatives must speak, and they are doing it.”As juror of the U.S.H. Idea Awards, the producer feels she contributed her objectiveness and her passion for the advertising industry. “I have spent many years working for all the agencies and I can appreciate a great idea, regardless of where it comes from. I love placing a star on our fabulous creativity” she concluded.
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