MERCADEO Versión en español
Percy Bustos of We Believers: Insights must be unique to connect peoples needs with what the brand offers
13 de junio de 2016
Percy Bustos
Percy Bustos returned to We Believers as its new Creative Director and told PRODU he hopes that in this position he will add efforts to keep the innovative profile of the agency and make it grow. “Im working in several projects both for the Hispanic and general markets, many of them for our client Aaronns. At the same time, we continue to focus in counseling start-ups as weve done in the past with other brands in their beginnings.” He explained that one advantage of knowing Hispanic market insights is related to knowing the cultures and subcultures you work for. “Thanks to that we can create a dialogue with the audience from a sincerer place, from the reality where people live.” He added that in that framework, the challenges are to stay current -avoid clichés-, knowing how to read that audiences symptoms to find an insight and being able to convince clients -that in many cases are Hispanics-. He believes that “insights must be unique because they are like a bridge between what people feels or needs and the benefits that a brand/product/institution can offer.” Bustos said that agencies should become a place of innovation, and he considers that this is a scenario where smallest agencies will be able to fit easier if they have the adequate talent and will.
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