Norberto Zylberberg from Latinworks: Clients need the multicultural market

One of the terms that had the biggest impact in the annual AHAA conference was precisely Total Market, which, according to Norberto Zylberberg, SVP and creative director at Latinworks, is a concept distanced from reality.”Total Market is an idea about how to win new businesses and creativity is what makes you gain those new business, with good creativity you win more market and clients, change ideas and client’s perception that an agency that comes from multicultural cannot do something bigger”. However, Zylberberg told PRODU that the debate is the same, “if clients are willing to back with investment what they say they believe they have to do. Clients need the multicultural market to grow their business because that is where growth of everything comes from, but they are still reluctant to invest the money they must invest and let agencies that handle the multicultural aspect take more control, it is a sort of contradiction, because with the same recipe you don’t achieve the same results”.Regarding the upcoming Cannes Festival, Latinworks has interesting expectations, with solid client pieces, such as Domino´s, “we are also taking several pieces to the Clásicos del Cine las Américas, which is a constant in Cannes. We expect some prize, but we are attending as usual, to learn, to see what we would have liked to do the most, because we learn from others”, he said.