Marina Cuesta of Dieste: Creativity is key to winning every audience

Dieste Creative Director Marina Cuesta shared in an interview her thoughts on the importance of multicultural marketing and said that for multicultural agencies to expand into other markets, they must show the work they do, the results they obtain, and “how their creativity is capable of winning every audience.” She said products that target a diverse market and show concern about its real needs will have better results in the end than ones that simply provide generic information. “Our work is what allows us to invite prospective clients to come aboard, which in turn is why it is so important for all of us to take responsibility for providing the best and most accurately targeted creativity for every market” Cuesta said.