For the president and chief creative officer of ALMA, Luis Miguel Messianu, one of the keys to remain in the Hispanic market consists in understanding consumers and thus the challenge of agencies consists in establishing a dialogue of the brand towards the audience in two ways that truly complement each other. “That consumers become that advocate of the brand”.In declarations to PRODU he explains that previously campaigns ended when the commercial came out on TV, but now that process means the beginning, and “it is when you expect your communication to generate a conversation and that leads you to different types of media”. And this will be one of the topics that he will talk about in his intervention in El SOL, Ibero American Festival of Advertising Communication that will take place between May 28th and May 30th in Bilbao Spain.Messianu will talk about how Latins have influenced the general market and how he sees them in the different areas, such as music, politics and the social environment, among others, because “we have become advocates in a how we live and interact beyond our group, with anglo people, companies and brands”.He points out that “it is necessary to understand that Hispanics reason more favorably to an emotional approach, more than a rational one. What I always tell clients is that the fact that you reach a person and are going to be able to connect with that target”.
