Jorge Percovich, director general regional para LatAm de Havas Media
For Jorge Percovich, CEO at Havas Media Latin America events such as Festival of Media LatAm have the potential of fulfilling several roles at the same time: upgrading and exchanging of information, see where the industry is heading and detect opportunities that might arise in the near future. “On one hand, they are excellent windows for opportunity to upgrade and exchange knowledge and information between professionals of the industry, and also to create community. Furthermore, they represent a great opportunity to establish the industry’s horizons if the right questions are asked, challenges are openly discussed and there is openness to recognize areas of improvement, when discussing at the same time with content and solid arguments about the industry’s common opportunities” he said. He added that these events are also meeting forums that facilitate the live exchange of opportunities, and help to generate a drive that unfortunately we have the risk of losing due to the speed within the business. Regarding programmatic -one of the topics that the festival will address intensively- Percovich said it’s not without challenges and it’s clear that so far it has not unveiled its potential. “Another key point we are experiencing is technology, that allow us to shift from cookies -for segmentation and identification of users- to more advanced data that help us generate better segments and consumers’ profiles, based not only in digital browsing, but also in the physical context and the content they consume and create” he explained.
