Portada interviewed Gonzaga Valdés (photo), CEO of iCrossing Latin America and Spain. iCrossing has recently bought Wallaby Group as part of its expansion into Latin America, Spain and the U.S. Hispanic market. Valdés talked to Portada about the recent acquisition and the future strategies and plans for the US Hispanic Market and Latin America.

Portada: How are you planning to work with Wallaby Group? Are you going to maintain the business structure?

Gonzaga Valdés: “Wallaby is now iCrossing Latin America/Spain, and I am a member of the iCrossing senior executive team. We will keep Wallaby’s structure, and we’ll also continue an integration that allows us to combine iCrossing’s experience, tools, and technology with my team’s in-country knowledge of Latin America and Spain that comes from iCrossing Latin America/Spain’s presence in Argentina, Chile, Mexico, Peru, and Spain. My team also shares iCrossing’s vision for building connected brands.
The integration is going smoothly. iCrossing’s acquisition of Wallaby simply formalized a relationship that had been succeeding already, as we had been collaborating to service brands such as Coca-Cola since 2009.”

Portada: What are your goals for next years in the US Hispanic Market?

Gonzaga Valdés: “iCrossing is a leading digital marketing agency in the markets it serves across the United States, United Kingdom, Germany, and South Korea. Our goal is clear: to adopt iCrossing’s mission to build connected brands for our clients while extending iCrossing’s reputation to the US Hispanic Market, Latin America and Spain.”

Portada: Do you plan to work in the U.S. Hispanic market?

Gonzaga Valdés: “The U.S. Hispanic market is very important, and even more so if we consider U.S. Hispanics under the age of 30 – a group that uses digital more heavily than others. iCrossing and iCrossing Latin America/Spain are creating a joint strategy for the U.S. Hispanic market to deliver for our U.S.-based Fortune 500 clients.”

Portada: What do you think needs to be improved?

Gonzaga Valdés: “Brands need to focus on the customer, treating digital and offline as complementary approaches to marketing that revolve around the customer journey. There are differences between online and offline marketing, but at the same time, marketers can harness their value to create more value.”

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