He started his professional career in social and urban research and short after he became involved in communications strategy. For the last 14 years he has been working in almost every position there is in a communication agency, from Strategy and Media innovation to Research, account management and General management in different countries of Latin-America. His last assignment was as Managing Director of Carat Mexico and now he is currently the head of Catalyst & Digital for the Havas Media Group leading the digitization of the largest media operation in Latin america.
Santiago is also counselor of the IAB Mexico and has been a recognizable executive in the digital media market in Mexico for the last 4 years.
Interview with Santiago Duran
Portada: What do you love about the Latin American Marketing and Media space?
Santiago Duran: I love it’s diversity. The fact that I have been working on it for the last 14 years of my life and it has never stopped growing and evolving. In fact, that’s the reason why my job is never boring!
Portada: Why do you think you are qualified to talk about the Mexican market?
Santiago Duran: I actually don’t think I’m the most qualified for this task, I have been here for 4 and 1/2 years and the market is quite big. But I have been privileged to have an array of local and international clients operating in Mexico and that has given me perspective about this, some times quite unique market. Mexico ranges from the most traditional family business and large monopolies to some of the most sophisticated and competitive marketing and business players in the world.
Portada: Tells us a bit about your personal/professional background?
Santiago Duran: I came to work in media almost by coincidence. I’m a clinical psychologist that was working as a drama teacher 15 years ago. Then I had the uncanny opportunity to work with MPG Colombia as a strategist. From that moment on I fell in love with advertising, marketing and media. Today I’m a father of one with a Masters degree in Marketing, working in Digital Strategy full time for Havas Mexico the largest media operation in Latin America.