Osuna: El significado del total market, es entender que la cultura trasciende la edad y la raza
Fernando Osuna, CCO at the Hispanic agency Lopez Negrete, reviewed with PRODU the subjects discussed at the 2013 ANA Annual Conference. The Total Market concept was a big talking point.The meaning of Total Market is that culture goes beyond age and race. I think the mistake has been when agencies want everything done one way or another, and those that fail to evolve are the ones that keep working with adaptations of the same-old same-old to make clients believe theyve come up with something new. But in the end the message goes nowhere he said.Osuna believes that many general market agencies are claiming that they, too, can get results in the multicultural market. I think the reality is otherwise he said, adding that Lopez Negrete is an example of why this is true. As long as its been in business, Lopez Negrete has focused on understanding the Hispanic market, and when it has had to create campaigns targeting the Total Market, it has done a better job. Why? Because we have the ability to see both worlds, we can identify the insight that appeals to the Hispanic market and also how to apply it to a big, general market idea so it covers both.What were doing at Lopez Negrete is using the agencys basic culture and experience to start new businesses and new units that create truly integral campaigns the kind once incorrectly called 360-degree campaigns. They are integral ideas because theyre born where they have to be born and live in the most appropriated media outlet or outlets, spending the least amount of money to expand the most socially, which is what everybody wants these days he said.
