Claudia Chagui de Telemundo
For Claudia Chagüi, SVP of Marketing and Creative at NBCUniversal Telemundo Enterprises, Latinos will be leading the growth in content consumption in the US.
“We have the opportunity and the responsibility to create relevant content for those communities. We have a great opportunity ahead. It is exciting. Changes bring opportunities, and this is the time to find out what those opportunities look like and be able to exploit them,” she emphasized.
“The good news for everyone is that content consumption has increased more than ever. Consumption habits change, and that is not new. I think that what matters is always to understand what is happening with the audiences, how their needs have changed in terms of what type of content they want to consume, and where they are spending their time to understand: 1) what they want and produce that content and 2) where they are watching it and being there,” she added.
She highlights that they are at a stage of focusing and waiting and see what will be relevant to the Latino community. “We aim to create content that makes us proud. Understanding the voice of the community and being able, as a brand, to give them what they are asking for from us. We want to represent them beyond the screen, within our large company with an important footprint. There are many opportunities to educate about what the Hispanic market is, the great opportunity it offers for this country, understanding why Latinos’ content must be kept in mind, and keeping it at the forefront of everything we do.”
She added: “With our content, our brand, and with everything we do through our campaigns, we have the opportunity to impact not only the Latin American communities living in the US but also within the same company, to continue educating it about what the Hispanic market is and why they have to bet on content for Latinos because we are the largest minority in this country.”
She mentioned that her position allows her to work on campaigns and corporate and community initiatives regarding Hispanic Heritage Month, Pride Month, and Women’s Month. “During Pride Month, we have the opportunity to open the hearts of the Latino community to be more inclusive, more open, more affectionate with each other. These are very cool opportunities we have to change cultures, and my position allows me to touch all those areas that fulfill me as a professional, a woman, and a Latina within such a large American company.”
