LatinSpots is a widely-known publication that features exclusive interviews with top in the industry of advertising, communication and marketing professionals. It is an honour to share that for the first 2017 edition, the team from LOLA MullenLowe Madrid– Chacho Puebla, Miguel Simões, Pancho Cassis and Tomás Ostiglia have made it to the cover of the LatinSpots Issue which is available both in print and online.
The featured article, ¨Claiming Latin Power¨, delves into the pillars of LOLA´s creative strength and the changes that have been taking place in important regional agencies.
According to LatinSpots, 2017 will be a year marked by a new cycle of changes, under a much more turbulent and challenging political, cultural, societal and economic scenario. In our industry the winds of change are still blowing. There were many topics covered by LatinSpots # 135.
LOLA MullenLowe and Alma are two of the main highlights of this edition, in two special covers. Both LOLA, from Spain, and Alma DDB, from the United States, are impacted by the reality of local politics and economy. Inspired by consistency, diversity and creativity, we talk to LOLA´s Chacho Puebla, Miguel Simões, Pancho Cassis and Tomás Ostiglia– the pillars of its creative strength that places them among the leading creative companies in a market that begins to take its breath after a period of economic and political crisis.
It was a situation that took to the bottom of Spanish society not so accustomed as South America to the swings of the cyclical crises.
"Last year there have been several advertisers who have recovered their sanity, working hand in hand with powerful agencies that can build long-distance communication," said Pancho Cassis.
Jaime Lobera, Corporate Director of Marketing and Sales of Campofrío and President of the Spanish Association of Advertisers (AEA), also shared his optimistic look and the efforts that, together with AEA advertisers, has been making to fine-tune what is measurement and management to date. Along with LOLA and Lobera, we present the Spain Special that features the most outstanding references of the local industry and its vision of the present and future of Spanish creativity.
In the United States, there is nothing else - that is, creativity in the Trump Era. The first effects in the Hispanic and general market industries show that, after all, creativity is the main tool of resistance against a policy that has already threatened individual, multicultural and diversity. But giants like Kellogg's, Budweiser, among others, chose to maintain consistency and commitment to their culture and posture. With the support of their agencies, they went out to answer Donald Trump, with what they do best: creativity and coherence.
It is with creativity and ideas with soul through Alma DDB´s expansion to exert its presence in the United States. In this edition, we present a talk with Luis Miguel Messianu, Creative Chairman and Chief Executive Officer, and Alvar Suñol, Co-President and Chief Creative Officer, who reveal one of the secrets to the company's success: never failing to give due importance to the Hispanic target, a universe of more than 50 million consumers, that is much more than a number and represents the construction of much of the cultural and social heritage of the United States.
"Trump revalidates us as a segment and justifies more strongly a specific communication with this group of consumers that clearly reacts favorably to the brands that connect with them in a relevant and tailor-made way," says Messianu, highlighting what makes the community strong Hispanic in the USA Hispanic Special, we present all the looks on the Trump theme, as well as the current news of the companies, their projects and future plans.
LatinSpots #135 also discusses the changes that have been taking place in important regional agencies. The new leadership in Ogilvy & Mather Latina is one of them. Marcos Golfari, who after a great performance as CEO of the company, happens to be its Chairman. And in his place enters Horacio Genolet, until now CEO of Ogilvy Mexico. In an exclusive interview, Golfari and Genolet take stock of 2016 and tell about all this transformation of the company, baptized "The Next Chapter".
Gray is another company that begins the year with significant changes in its highest levels of leadership. Eduardo Maruri takes over the presidency of Gray Latin America replacing Alain Groenendaal, who moves to Europe as CEO and President. Maruri and his Maruri Gray had already joined 100% to the network last year and now will lead the entire creative process of the 13 offices that Gray maintains in the region. One of his first decisions was to appoint Diego Medvedocky as Regional CCO. In an unforgettable interview with LatinSpots, the most recognized professional in Ecuadorian advertising tells what challenges this new leadership poses, both personally and professionally. One of the great challenges of Maruri will be to consolidate the growth of the Latin American offices within Gray Global. Undoubtedly, it has everything to achieve it.
The original article was written in Spanish, read it HERE.