González: Hay necesidad de tener el pulso en las conversaciones de las redes sociales
“In the Planning & Strategy category it’s clear how the work that brands develop for targeting the traditional Hispanic market, distinguishes from the ambicultural consumer” said Gabriela González, Planning Director at Dieste, about the work she judged for the U.S.H. Idea Awards, that will take place on Friday 13th. She said that, in terms of communication strategies, it’s becoming more challenging to develop work for the new Latino generation. “We’re challenged to be more precise in the role that cultural nuances play and the importance of developing creative platforms capable of being insightful from their origin. Insights and nuances are two things that both clients and agencies can get confused. While insights should drive the product’s development or offer and the platform of great ideas, cultural nuances are supposed to impact the creative execution.” Among the lessons she learned as jurist is the need of having a pulse in social networks conversations. “In the era where data has influence from the product’s development to the communication message, we must not forget that only through a deep understanding of the consumer, we’ll be able to turn data into insights. It’s great to have indexes and percentages about what the target is doing, but another story is knowing why they’re doing it. For instance, it’s essential to know the exact topics leading conversations across social platforms now more than ever.” Gonzalez applauds these types of events, because she considers them to be a great opportunity to showcase the work of multicultural agencies, “which inspire growth, as they continue to evolve at the rhythm of the Latino identity”
