Speyer: La integración debe darse con un cierto nivel de orgullo
Andrew Speyer, VP and director general of Wing in New York, gave PRODU a balance of the agency for last year, as well has his view of the Hispanic market as it stands right now.The creative said that day by day it is the level of creativity that sets some in the industry apart from others, and that Wing has a steady, consistent creative output.Speyer said that 2013 must be a year for making progress in digital and creativity. I think the industry in recent years has been less successful in integrating with new partners than any of our clients have been. For a long time weve had to show that were working in an integrated, strategic way, and yet the media are drifting farther apart from the activities of creative agencies and public relations firms have grown in importance, mainly through their use of social media, which continues to involve more people.Hispanic agencies could have spent time in successfully integrating in all these areas and in assuming a leadership role. When you look at markets like California, Texas, Florida and Illinois, if youre not present in the Hispanic market youre not going to be successful there. Integration ought to give a certain degree of pride and our perspective should be part of the general conversation. I believe thats an important step that many agencies are taking in 2013, Speyer said.Sidebar: Andrew Speyer, VP and director general of Wing in New York, gave PRODU a balance of the agency for last year, as well has his view of the Hispanic market as it stands right now. Speyer said that 2013 must be a year of progress in digital and creativity, and that integration ought to give a certain degree of pride and the Latino perspective should be part of the general conversation.
