MERCADEO Versión en español
Santiago Francia from Raya Producciones: Creatives are increasingly integrating better the multicultural to the U.S. brands’ discourse
Manuela Walfenzao| 13 de octubre de 2016
Francia: La calidad creativa del mercado hispano en EE UU mejoró considerablemente
Santiago Francia, General Producer at Raya Producciones believes that “in the last years, creative quality of the U.S. Hispanic market improved significantly, getting better each year. Ideas themselves show that creatives are increasingly integrating better the multicultural to the U.S. brands’ discourse, and this is no minor issue, especially in a world where gaps are closing.” For Francia being Hispanic today is very different from what it once was. “Today it means being part of a world without visible boundaries, with all doors open for thousand possibilities. Hispanics can be what they want, no matter where they are in the world.” He feels very proud of being part of this community and contributing from his place with developing different ideas, moves and appealing that call the attention. “We focus on radio, a media many times relegated. Sometimes we find scripts archived and when their writers listen to the final piece, they are surprised by their own potential. I believe that many Hispanics are releasing this type of ideas, even adapting them digitally, we’re doing the same and we are happy to be part of this process together with them.” As jury of the Craft category at the U.S.H. Idea Awards, he hopes to contribute from the integral production point of view, the use of resources, direction of talent, and idea building.
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