Foro Portada Mexico: End of electoral uncertainty will bring stability in ad spending


From left to right: Enrique Velázquez, Group Brand Manager of Grupo Modelo; Ulises Márquez, Director of Strategy at OMD; and Santiago Durán, CEO of Carat.

During the Mexico 2013 panel entitled, “What does 2013 hold in store for marketing and advertising after most of the political and electoral unknowns have been answered?”, panelists talked about how Mexico’s election campaign and new government will affect its consumers in 2013.

When asked what impact the end of electoral uncertainty will have on advertising patterns in Mexico, Santiago Durán, CEO of Carat, said that during the first half of 2012, electoral uncertainty mainly affected advertisers and not the consumer.  He also said that the simple fact that the country has an elected president and a reversal of election results is not in the cards (the election has already been validated by Mexico’s Federal Electoral Court) gives the country stability, as it would in any other country.

Durán also added that, regardless of Mexicans’ political preferences, the fact that it’s a new PRI government suggests a more organized and stable framework for the coming years.  Because of that, he is hopeful that advertisers will increase their advertising spending.

Ulises Márquez spoke about the latest trends that will affect consumers, such as real time, the democratization of success and consumer empowerment.


Trackback from your site.

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

#Portada16: Are Multicultural Media Buying Agencies Necessary?

#Portada16: Are Multicultural Media Buying Agencies Necessary?

One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel "Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists argued passionately on a topic that is at the very crux of Multicultural Marketing and Media.


Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate, the next generation global content leader, and Univision Communications Inc. are teaming to launch a premium subscription video on demand (SVOD) service for the booming Hispanic movie-going audience in the U.S.The new premium on demand movie service will tap base of more than 50 million hispanic consumers in the U.S.


IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world.