Gloria Constanza talks about Total Relevance versus total market [INSIGHT]

“Rather than blindly trusting the unknowns of a supposedly total market, our media strategy seeks an authentic culturally-nuanced approach to consumers,” says Gloria Constanza, Chief Media Contact/Partner at d expósito & Partners.

Expounding on a new media-based agency campaign under the Unlimited Passion banner, Constanza spoke to HispanicAd.com in favor of her agency’s “combination of scientific media methodology with culturally-nuanced art-of-the-media plan-buy conception.”

The agency has remained a media force in spite of globalization and consolidation currents. “A lot of our success in media is owed to our individualization of human insights for Total Relevance, not total market,” said the industry veteran who has handled budgets in the billions, including U.S. Census, throughout her career.

“We don’t just buy numbers for so-called efficiencies, we create media environments for effectiveness,” she continued, adding that she is “proud of a Media Team whose unlimited passion makes miracles possible for our clients.”

“They work like bees to maximize the client’s investment. They work through the numbers in an almost artisanal way to build share of heart and share of attention, and to create deeper contact between brand and consumer. They’re young and eager, smart and dedicated.”

For two years in a row, Constanza and her key media associates at d expósito & Partners have won Excelencia Awards, from HispanicAd.com at the Association of Hispanic Advertising Agencies, AHAA Conference.