Norberto Zylberberg, CCO y fundador de Socialisssima
According to Norberto Zylberberg, Founder and CCO at Socialisssima, the U.S. political context forces brands to be “more agile and honest” in the communication they establish with their audiences. “People need clear messages, but brands also have to pick sides.” Media has an important function reaffirming the Hispanic voice “people in some cases feel unprotected and that is where big traditional media must raise their voices to defend them, not pretending to care much about their own image.”Regarding changes in the content management of Televisa and Univision, that unified their structures to produce content, Zylberber points out that it would be interesting to see these changes reflected not only in the generation of content but also in the content themselves. “I think the aim of this unification is to seek efficiency, but it should also serve to generate a message that responds to what is changing today in society.”He announced that they are carrying out several projects for brands in the U.S. and abroad. “Its about finding the communications angle and not just to relate with the product being sold, but with the reality Americans and the multicultural society lives in.”
Norberto Zylberberg de Socialisssima: En el 2017 habrá más agencias independientes
