MERCADEO Versión en español
Saatchi & Saatchis Cynthia McFarlane: The advertising industry is living a historic moment
15 de julio de 2014
Cynthia McFarlane, Saatchi & Saatchi LatAm and USAs Latino market president and CEO, spoke with PRODU about the current state of affairs in the USAs Latino market, the results of the group at Cannes and also welcomed Javier Campopiano, as he becomes Conills and the LatAm regions CCO.We are very pleased with the results we reached at Cannes, from the regions perspective. We won 15 lions, so it was a very rewarding year, commented McFarlane. As for the Latino market, the executive believes the industry is living a historic moment. Weve had the opportunity to hold face-to-face conversations with consumers and generate conversations. Thats where we can show our cultural insight expertise and knowledge, she added.With regard to the Latino market creative perspective, McFarlane deems it continues to show great progress. There was a lot of interesting work people could see at Cannes, so we are making great progress in creative terms, she said.In market trend terms, McFarlane says the company still leads the Total market subject. Its something we have been facing for a long time and I believe there are opportunities for us to rewrite the script if we start thinking more creatively as to how we reach the consumer, she added.As for Campopianos addition, the executive said: I’m very happy for Javiers joining us, because besides his wonderful portfolio he is an experienced person both in the general market and LatAm. I truly believe he will help us continue writing our prestigious history and raise our creative level, she concluded.
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