Carmen Moreno de Dentsu Creative México
For Carmen “Capu” Moreno, Head of Entertainment at Dentsu Creative Mexico, there is a great area of opportunity for brands in entertainment, allowing them to make an effective connection with people and catch their attention at times packed with information and content and where distraction is the common denominator.“At least in Mexico, we are the only group with this vertical of great strength and experience. A Japanese group of experts in producing entertainment supports us. Under that coaching, we have been managing the Mexican market. In addition, we have a portfolio of projects that supports us,” she commented.Recently they released La Siguiente Cena Discovery Home § Health, produced with Warner Bros. With Discovery they also produced other successful formats such as Todos a la Cocina (Discovery Home & Health) and All Star Driving School México (Discovery Latin America).Nicolás Mc Cormack, VP of Ad Sales for WBD Mexico & Central America, recalled they have been working with Dentsu Creative for three years. “During this time, we have identified developments that meet the premise of being relevant to our programming area, which ultimately aims to be relevant to the audience.”Moreno explained they have performed very well at the local level because they have developed formats from scratch and their ability to adapt them to Mexico and Latin America realities.“Until recently, it was common to consume canned products,” she said, regarding the demand for original content in Mexico.Part of the key, she commented, is they now understand the culture and the creative license they take by adapting a format so it represents Mexicans.She explained that Dentsu is devoted to detecting the best entertainment formats in the world and purchasing its licenses. “This way, we can offer a format that organically works for them. The projects we have completed give us great credentials and opened the doors to new business partners.”
