Messianu: El concepto de millenial está un poquito sobrevalorado
Luis Miguel Messianu, ALMAs president and CCO, talked to PRODU during the Cannes Festival, about the results obtained by the US Hispanic market so far.The executive was impressed by the few achievements that Hispanic agencies have obtained to date. “We carry about ten shortlists but still no award and it is obviously a concern for me and for all,” he said.Messianu highlighted the issue of real time as the festivals trending topic during the three days’ journey. “The influence of real time is reflected in everything, and we cannot see any media as any media but rather its impact at the time,” he said. About the popular conversation regarding the millennials, Messianu said that it is overvalued. The concept of millennial is a bit overrated, more than trying to understand them, we should talk. It is a very spontaneous target, that is living life in real time, and while we reach being more natural and genuine in that conversation, we will be at the same level, he stated.Finally, Messianu reflected over the national selection idea, that he considers lost in the Hispanic market. We have to learn from other markets, Mexico in particular since it is pretty next to us, we must impulse the national selection idea and not play for each one of the teams, he ended.
