Giovanni Villamar, director general de Anomaly
Giovanni Villamar, Managing Director at Anomaly wrote a post in Linkedin about a public declaration that his agency made last year of leading a mission: demolishing what he calls the last silo, Hispanic marketing by authentically engaging and communicating with everyone in America, equally. And he said that they maybe have accomplish it. He explained that, however they aren’t looking to the industry to confirm that their approach to Hispanic marketing is the right one “winning Agency of the Year, with no small part being played by our progressive approach to ‘Hispanic Marketing’ seems like a victory, or at the very least, encouragement to keep on with the cultural mission to reflect the reality of today’s America.” For Villamar, Anomaly has proven that their model is effective, and everyone at the agency is responsible for ensuring the success of their Last Silo mission. But the reason that the model works, is because there is never a predetermined, biased solution, he said. “We take an objective look at whether the business challenge honestly requires a ‘Hispanic’ answer. Most of the time ‘Hispanic’ is part of the answer, but we never have to force it. And other times the answer can be innovation; design; product; or something completely different” he explained. He concluded that with 2nd and 3rd generation Latinos now leading the way, their influence on business rises to the top of any well-orchestrated, total plan. “Not some silo’d approach. The audience doesn’t behave that way. So why should brands?”
