The presence of Total Market is a reality, and it is evident constantly when looking at how the market has evolved and its actors, in each of their decisions. Ed Rivero, co-founder and executive producer of Cortez Brothers, shared with PRODU the new roster model of directors, thanks to the opening of the market.”With all this Total Market trend, the market opened and it is finally seeing the opportunity to boost Hispanic directors but born here, who have both insights and who truly represent this new approach,” Rivero said.The producer reports that he has been working on the idea of promoting young local talent for several years. “We are used to that most managers come from Mexico or Argentina, and I think it is time to promote local talent because the target audience is bicultural, not from another country, even if you are Latino. And with this mixture resulting from Total market, now we have to find directors who not only speak Spanish or English but also who know and live the culture of this new U.S.” he said.As part of this new model, Cortez Brothers hired Raul Fernandez recently, Argentine, educated in the U.S. since he was eight, and Yuri Alves, Brazilian raised in New Jersey. “They are young directors who are comfortable in both cultures, because they are part of them.”Rivero concluded that the market is in a good time. “We must demonstrate to the general market that the total market is for our advantage, because we are bicultural and understand what it means to live in America. Cortez Brothers has always been a bicultural company, of the general market that also speaks Spanish.”
The Cortez Brothers lanza la campaña bilingüe I´m in/Tengo un plan
The Cortez Brothers firma con el director mexicano Gaz Alazraki
