Galván: La unidad hispana crece según las necesidades del cliente
For Mauricio Galván, Creative Director at Anomaly, one of agencies’ common mistakes regarding the concept of Total Market is to think that a single idea works for everything. “It simply has to do with how consumers are made nowadays.”According to the Creative, the agency has been innovating on that idea, based on the team’s commitment, as the Hispanic initiative he leads reflects. “Anomaly is treating the idea of Total Market the right way. The difference is that it doesn’t consider it a check mark, but instead understands its value and they are committed to it”. He adds that everything is in alignment with Anomaly’s philosophy, that is “to respond a step ahead of what happens in the world of advertising and with the integration of multicultural unity. The partners are committed to this and that is what delivers such good results.”The U.S. Hispanic team is in the entire agency, he points out, and that makes them part of many projects. “There are projects that include a minimum Hispanic side, but we are involved nevertheless, because we bring to the table a different point of view, thanks to our culture and the experience we have had.”There is a basic team, he says, that nourishes from people who aren’t Hispanic. “They are five in total, plus planning and account.” The team grows according to the client’s needs.
