Curiosity: Difficult moment for brands and communicators due to digital networks that democratized the media and changed the business

“Today we are living a difficult moment for communicators because it is an uncertain moment in which advertisers themselves are seeking how to enter consumers’ and audiences’ souls, because there is no doubt that digital networks changed their perception, they democratized the media, they have placed new governors, they have made mayors. The national and world reality changed due to digital media”, said Pedro Torres, Mexican producer and advertiser, who know works under the brand Curiosity.“Brands are going through a time of great evaluation; I have clients who have told us that next year, half of their budgets will no longer be on traditional TV nor pay TV, but on different digital media, and they do that fearfully because those measures are still uncertain, consistency in a TV rating is a guarantee of where money is being invested and in social networks, results are still uncertain, but it is a reality everyone is talking about, commenting and it looks influential. And, what is most important of all is that people are buying online, they are no longer wary of placing their credit card, people research online the option they want, the car they want, what color, what clothes, and they make their purchase on the Internet”, he said.Curiosity is the fifth brand that Torres has created since May 1974 when he launched Cineimagen. After that came PT & Associates, Filmmates and El Mall.