MERCADEO Versión en español
Rafael Ramirez of Conill: We see advertisers moving money from traditional media to digital
6 de mayo de 2013
Ramírez de Conill: Alrededor del total market hay también campo de acciones
Rafael Ramirez, creative VP at Conill, met with PRODU during the AHAA 2013 Conference and discussed the industry trend to integrate the Hispanic market into the general market, as well as the growing penetration of digital platforms.As it is with most of our clients, the total market is our reality, especially with all the Procter & Gamble accounts, and its a strategy client companies are adopting to make their media investments more efficient Ramirez said.As for his take on how Hispanic agencies feel about this new situation in the Hispanic market, Ramirez believes they see it positively, since they perceive new opportunities in the industrys new slant. Theres great scope for action around the total market, including opportunities where greater Hispanic insight is an advantage.As a business we cant think of it as a threat, its a reality, and in any case both sides would be threatened. We currently have commercials for two of our three Procter brands airing on general market television, so I see it as a chance to work together with the general market agency.On the subject of digital media, Ramirez said that these are very new platforms. As an agency and as consumers we are still adapting to the changes. But yes, we are seeing an increasing trend of advertisers moving money from traditional media to digital he said.
