MERCADEO Versión en español
Richard Montanez From PepsiCo: There Are Key Opportunities For Advertisers In The Latino Market
Manuela Walfenzao| 10 de abril de 2017
Montanez: El futuro de la publicidad es grande
The Director of Multicultural Sales and Marketing Across North America at PepsiCo, Richard Montanez, presented a motivational speech at the Hispanicize 2017 CMO Summit. In the presentation, he narrated how his career was transformed since he went from being part of the maintenance personnel of a company to being one of its most relevant executives. In an exclusive interview, he invited young people to join marketing or advertising because the future in those fields is big.“Especially for the Latino market, I think there are key opportunities because numbers are growing. A couple of years ago, the U.S. Hispanic market was around the 2 Billion dollars. Think about it. But if you regard advertising beyond dollars, you have the opportunity to create a revolution, your legacy, to do something different, by doing branding the right way “he stated.”For Montanez, each Marketing Executive must understand that they are the brand they represent. “You are the first thing someone is going to see, if they like you, you’re going to have an opportunity to sell your brand, so protect your brand.” One of his pieces of advice is to get involved in topics that important for society, such as ecology or common good. The executive highlighted the great power of social networks for brands. “If I can get my product to connect with each generation, then I know I am going to be successful. I invite everyone to start first in a personal way and then do it as a business. It is fun, exciting, but it can be dangerous, it is a powerful tool.”
