Osorio: Hay un afán de dejar que la data nos diga qué tenemos que hacer
For Javier Osorio, Mekanism Associate Creative Director there are three big differences between working for the U.S. Hispanic than the General Market agencies. The first has to do with time; the second with how you work; and the last is about clients access.”In the General Market you spend less time justifying the relevance of the work. It is implied. Agencies processes are well defined, whereas in the Hispanic agencies are not. In the General Market you have direct access to the people who make decisions on behalf of the client. There is no need for intermediaries. We go straight to the team that makes the decision” points out Osorio.Creatives that have been in Mekanism for the past 9 months, describes it as a small agency with good criteria for the work; where time is invested in creativity. The concept of diversity in the agency lies in the inclusion of people with different backgrounds, different lives, who bring unique points to the table, in order to create combinations.”Although Osorio doesn’t denied the possibility of going back to the multicultural industry, he warns that Hispanic agencies have to understand that most Latinos aren’t waiting for an exclusively conversation to them, instead they want to be part of the global conversation. “This is all about inclusion and we must learn to integrate the market in the conversation.” The General Market, on the other hand, is dominated by data, “we are captured by it. We have lost the art of intuition. It would be ideal to learn that intuition is important in the decision-making process, and it is a tool that has worked to serve ideas.”
