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Zubi Advertisings Ivan Calle in AHAA: The market must be always taken into account to generate a campaign with good results
Patricia Molina| 29 de abril de 2014
In an opportunity, Ivan Calle, Zubi Advertisings creative general director, said to PRODU that the Hispanic market was in a good moment to be more creative, and that all the agencies had to adapt to the markets realities. After a successful 2013, when the rebirthing of this market was observed, his vision has not changed. He still thinks that it is important that agencies generate efficient and effective ideas for clients. “They are always looking for implementing their strategies, and reach business goals through them, and they do it thanks to the proposals agencies generate,” he assured.Regarding the AHAA edition: Thinking under the influence, event that started last April 28th, Calle commented that the meeting has an important mission in the search for budgets. “Their presence is fundamental more than ever for agencies to be updated and have a relevant importance within the marketing world”.Moreover, he considers that the concept Total Market is an absolute expression, even “tyrant”. Taking into account that all the markets are “in the same pot, but not necessarily with the same ingredients”. He thinks of this idea of Total Market as a proposal that absorbs different cultures, but does not take into consideration the context that surrounds them. “Latinos must be already be considered as part of the General Market, without losing what Latino means, and above all, without losing how we have to communicate with them”.
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