Azucena: Será importante desarrollar los departamentos analíticos de Data
Marco Azucena, SVP at LAPIZ, participated in the annual AHAA conference in Chicago and highlighted the presentation made by Laura Desmond, former CEO at Starcom Mediavest, that covered the topic of data and how it influences consumers and creativity in the U.S. Hispanic market. “I think we are going to see an explosion and growth in that area regarding how to incorporate more data in advertising, mainly in creative development. I think it is going to be very important to develop analytic data departments to be able to inform creative development” he explained. He talked about the work they are developing for another client, the Allstate insurance company, for which they are making several projects. The campaign they made for them, Mala Suerte, still continues.Regarding the operation of the multicultural market in Chicago –headquarters of the agency and the AHAA conference-, he said that this one, as well as the rest of the country, has several challenges in terms of budget, client evolution, and other aspects. “We share the same pains and the same triumphs as the agencies in Los Angeles, in New York, and in Miami, but here we are a bit more united, because there are less agencies and we support each other” he ended.
