As part of our ANA 2012 Special Coverage, Alejandro Ruelas , CMO and managing partner of the Hispanic agency LatinWorks in Austin, Texas, discussed with PRODU the markets expectations for the Association of National Advertisers 15th Annual ANA Multicultural Marketing & Diversity Conference.More than expectations, Im very pleased to see how much interest the marketing world is showing in our particular segment. Im one of those who remember how hard it was to sell the importance that Latino consumers have for brands in practically every product category. Seeing the stature of executives now representing important clients in discussions about this subject is something that gives me a great deal of pride and that I find really satisfying, Ruelas said.As to what he believes should change in the next ANA conferences, the executive said it isnt easy to expect that an association, whose members are all advertisers and whose goal is to serve above all the interests of its members, will open its doors to agencies completely.The multicultural edition of its marketing conference has changed significantly for the better. Though it does follow the format of the general market conference the Masters of Marketing I believe that the presence of Hispanic agencies will increase, because you just cant do without them at any discussion about the evolution of the Hispanic market. Any talks about the subject without the agencies taking part would be incomplete and not very fruitful, he said.
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