Weinstock: El sonido puede make or break un proyecto, así que trabajar con una productora buena es muy importante
Elías Weinstock, EVP and CCO at Casanova//McCann, shared information about how the agency has handled the growth of the multicultural market. “We think that the best approach is still being culturally relevant for the target we are aiming at, regardless of the language we speak to him in. Depending on the situation and the audience, sometimes it will be in English –even for some Hispanics— and sometimes in Spanish” he explained. He said that for the Hispanic market, they use specific insights, and for the general market, they seek relevance, keeping into account the different audiences, without alienating any group.Weinstock highlighted that the agency has had five consecutive years of double digit growth. “The biggest growth has been organic, more projects or new brands of clients we already have” he said, and added that this confirms they are doing things right.According to the executive, this is due to the fact that they are constantly updating and testing. As an example, he mentioned the launch of Live this year, a social approach that includes a social listening room, where they follow conversations on social platforms, not only on specific brands, but of events, news, and trends. “We have already produced campaigns using virtual reality and closely follow new technical developments that could help us better serve our clients” he said.Weinstock sees the coming years with a Hispanic market that has great potential for advertisers in the country and who, at the same time, have more projects for the general market. “We will follow the future wherever it goes, always seeking to resolve our clients’ needs, using data, technology, new trends, and obviously creativity.”
