Xepus Ginebra, Commercial Director for MPG, announced a growth forecast of 2% to 3% for the Mexican advertising market, citing a study to be published shortly by MPG-Mexico.
Ginebra made the announcement yesterday during his presentation at the Mexico Forum for Advertising and Media, held by Portada the Intercontinental Hotel in Mexico City.
He also predicted a 25% increase in Internet ad spending.
In terms of 2011 performance, Ginebra estimates that most of the country’s media posted increases in their ad revenue, with the exception of television. TV advertising was negatively affected by the decision taken earlier this year by Grupo Carso to not place advertising in media properties owned by Grupo Televisa.
Regarding what to expect in 2012, Ginebra warned of waning consumer mood as a result of the negative outlook surrounding the country’s upcoming elections, thus making it essential for companies to show their commitment to the nation’s welfare. "Faced with greater uncertainty, the commitment must be increased. To resolve the country's problems, companies need to make a special commitment."
Ginebra is MPG’s Commercial Director, in charge of strategic planning teams and new business. He has an MBA from Harvard and has worked at Grupo Havas Media, Colgate-Palmolive, Casa Saba, and Casa Pedro Domecq.