Jose Luis Valderrama, president and CEO of Hispanic Group, considered in his summing up of 2013 that it was a year of consolidation for the Hispanic market in general terms and a great year for his Hispanic agency that closed with the inauguration of a Millennials research center.Hispanic influence these days brings with it an intertransculturing, which means that we are modifying city cultures. It also means that in certain markets were not just Hispanics, we also represent the general market Valderrama told PRODU.What was really significant for the executive about the year 2013 was the consolidation of bicultural reality. You cant just talk about crossovers anymore, we have to reinvent todays advertising altogether, with the understanding that Millennials are a generation that thinks way differently from previous generations.As for Hispanic Group, he said he felt very fortunate to have won the third straight review of the Dish Network account. We have handled the account for nine years. In that time we had constant growth, a thorough learning experience with regard to the account, and we have achieved a very deep integration he said.Last year we also won a very important account, which is Tigo, a leading cell phone company in Central America, which consolidates us as an agency that has really had a key role in that sector Valderrama said.In the end the executive announced the inauguration of the Millennials research center. Were finishing four rooms for focus groups, and some installations that well use 100 percent to study this new homo sapiens and his new characteristics as a consumer.
