Ignacio “Nacho” Liaudat -MediaMonks
For Ignacio “Nacho” Liaudat, co-founder and head of Media.Monks, awards festivals are a show of recognition by the industry, PlayStation (PS) and the market, and are a very significant way of attracting talent. “For me, it’s super important to keep supporting the festivals,” he said. He noted that, though it is very interesting to have teams working on both global and local projects, as in Dubai, all over Europe and the Americas, being honored with these awards is very relevant, “above all with regard to strategic creative work, for which we always hope, at least from my point of view, to attend festivals with work we have done for clients of the kind we have always wanted to do,” he said. Liaudat spoke of the importance Latin America represents for Media.Monks. He said the region plays two great parts in the company’s structure. On the one hand, local businesses make up four great markets with two leaders, Brazil and Mexico, followed by Argentina and Colombia, then the rest of Latin America. “That’s like the goal of a business strategy,” he said. “The second objective is to have this incredible source of talent with so many hubs working for both Latin America and the rest of the world.” Media.Monks, a company belonging to S4Capital (founded by Sir Martin Sorrell in 2018), has close to 9,000 employees, of whom, according to Liaudat, slightly more than 40 percent are based in Latin America, with some 600 in Mexico, around 600 in Colombia, approximately 1,000 in Buenos Aires and some 1,500 in Brazil, with another group made up of Uruguay, Chile, Costa Rica and Peru. “Which is to say, there’s a large segment working for Latin America and another large part, some 50-50, for the rest of the world.” They furthermore include separate hubs for strategy, data, media, social networks, AOR data, creativity, insights, films, platforms, text services, and more.
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