Pedro Porto de Twitter
Latin America has great potential and outstanding creative development, says Pedro Porto, director of Twitter Next, when speaking about this land of creativity and technological development strategy. “Latin America is passion, a driving force, a creative power that helps companies worldwide relearn how to do their businesses. The creative quality we have and our desire to keep up with the times, often with little in the way of resources, teaches all of us that there are new kinds of power. For us, Latin America is a base of exportation, of an exchange of new ideas, of creativity, and of how to improve the way things are done. If you think of Latin America, you do it within the new forms of creativity.”For the executive, the Cannes Lions Festival has been a display of innovation, understanding and trends. “What’s more, Twitter is an app for doing business, for getting to know our clients and the most important agencies in order to create alliances, and for learning about technological developments that help us do better at connecting brands with consumers. That is the fundamental goal of using Twitter. We believe the quality of communications between brands and the public is what helps us achieve our goals and reach a vast number of people, so as to transform folks from audiences into brand ambassadors.”Following the pandemic, Porto says new kinds of work have arisen, like using platforms and businesses going digital. “We speak with players who would once have had totally traditional businesses, but now talk only of ecommerce, social shopping, engagement and so forth, all in a much more natural way than they could have done two or three years ago, when what was seen as the future is now everyone’s today.”
