Alcocer: Vemos al total market como la celebración de la complejidad de esa nueva sociedad multicultural
Sergio Alcocer, president and CCO of LatinWorks, and Nydia J. Sahagun, director of multicultural marketing at Target, shared some breakthrough concepts with the audience at the 2013 Multicultural Marketing & Diversity Conference, in which they presented two visions client and agency about the evolution of the Total Market and the future of creativity in this new era of the market as a multicultural society.We believe that Total Market is a somewhat contradictory term because some people interpret the term Total as communications that will work for everyone all the time. On the contrary, we see the Total Market as celebrating the complexity of this new multicultural society Alcocer said.For Alcocer, Total Market is a pretty positive term. We see the market moving that way, and while were not going to completely stop speaking directly to Hispanic segments, brands now have to find a creative tone that fits the Total Market.Among his conclusions, Alcocer noted the unique historic moment for the world represented by the current evolution of American society. There is no other society with such a powerful surge of population change as in the United States, which means the rules are yet to be written and I feel in some way that being innovative and taking risks is what we have to do to find the right tone of advertising in the days ahead he said.
