Portada: Can you let us know a little bit about your professional experience before coming to Miami?
Fernando Monedero: “I started working in the digital media area for McCann Erickson in 1999, when I was about to finish my Advertising and Public Relations studies at the Complutense University of Madrid. After six years at the company working for clients such as Telefonica, Coca Cola and Microsoft among others, I wanted to have new experiences. Then I joined Mediaedge:CIA and had the opportunity to work with new clients such as Xerox and Mercedes. A year later, with the growth of MediaContacts and its leadership in Spain's digital business, I decided to join the company and I began managing accounts such as Repsol and Sol Melia.”
What brands/companies does Havas Digital in Miami buy Latin American
Digital Media for?
F.M.: “We are currently providing service to MPG International’s (MPG Miami office) existing client base, but it is our intention to expand our business rapidly with multinational clients throughout region.”
Apparently you are also interested in the Hispanic digital media
market? What synergies are there between Latin America and USH digital advertising campaigns?
F.M.: “Both Latin American and USH consumers are using the Internet more every time and it is becoming an important communication channel to reach them. In my opinion, in these days, there are clear opportunities in the digital scenario to engage consumers in Latin America or U.S. including:
- Social networks - in order to distribute viral messages and approach users in a more friendly way
- Video as an advertising format – Advertisers are using the Internet more to show their TV spots and even making ad hoc ads for the Internet, with very satisfactory results.
Havas Digital Miami works in conjunction with our NY, San Francisco and Boston offices to offer the best service in digital media to our clients in the U.S. and using all our network capabilities in Latin America to provide solutions to the advertisers in the region.”
You have been active in Spain. How many of your Spanish clients also advertise to Latin American Audiences?
F.M.: “There are several clients that currently work with Havas Digital not only in Spain and Latin America. As we are a global network, we have consolidated an important number of regional, semi-global and global clients around the world.”
How do their local online advertising campaigns differ from their
pan-regional campaigns?
F.M.: “The pan-regional campaigns are a platform for communication solutions based on local needs also. More than differ, I would say the pan regional campaigns complement the local advertising campaigns at the same time they add value through communication synergies and important economies of scales.”
What type of digital advertising do you see growing more in Latin
American (e.g. mobile, video, display, search etc...?)
F.M.: “As previously mentioned, social networks and digital video are growing rapidly, but there are some other models of advertising clearly consolidated like search, e-mail or conventional display that will continue to be important channels for advertising.”
What do you think are the main differences between the online advertising market in Spain, Latin America and US Hispanic?
F.M.: “The models are basically the same, Internet is a global platform and there are not significant differences in the way the advertisers are using it for their campaigns.”
F.M.: Where would you like to see Havas Digital Miami office in 5 years in
terms of goals , clients practice etc?
“My dream is to take Havas Digital Miami to the top position among the digital agencies, but more important, to be a landmark resource, a reference in the digital media industry, and a place where clients can obtain the solutions they need.”