On Media Champions, our host Greg Kirkham speaks with experts and professionals from across the country operating in the media space. In this segment, Greg speaks with Nacho Guzman of LatinBrand.
We are a multinational advertising agency with offices in the US, Mexico, and Argentina. LatinBrand believes in an integrated marketing approach that combines traditional and digital tactics to create hyperlocal campaigns that target niche and multicultural consumers.
What is your BEST service?
Creative services / graphic design.
What was your first job in Media?
Casanova//McCann.
What is the biggest change in marketing that you see coming in the next 2 years?
Media channel/tactics stauration, diminishing returns.
List any trade organizations or groups that you belong to, if any:
AMA
Why is it important for a business to hire an outside ad agency as opposed to having just an internal marketing director?
Access to a bigger pool of industry professionals at a better value. This provides a different perspective that uncovers areas of opportunity and growth that companies may have yet to consider. Brands can take advantage of combined years of experience and expertise that may require a substantial amount of time and money if done internally. In-house agencies might cause clients to lose focus on their core business.
What is one tip that you would give when it comes to digital marketing?
Have an integrated approach that aligns with traditional and new digital media tactics. Learn how to merge both to be more strategic and relevant in your proposals to the client. Digital is rooted in the offline world, and digital tools can improve traditional media tactics.
What percent of your advertising service offerings does traditional media buying make up?
30-40%.