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Christopher Campos and Marco Castro announced the launch of an international search to maximize their pioneering and proven Brand Optimization business model in the US Hispanic advertising industry. The duo purposefully created the model to incite greater collaboration between Client and Agency—fulfilling the increasingly requisite role of going beyond long-established Hispanic ad agency services that primarily focus on brand promotion by incorporating functions related to brand marketing. This fundamental difference elevates the agency’s accountability enabling solutions beyond the limitations of advertising. Furthermore, the evolutionary model claims new ground by utilizing Communications Planning, an internationally recognized discipline that has yet to be embraced in the Hispanic ad industry, as its core foundation. By leveraging
this specialized discipline, the model expands the scope and definition of agency solutions through a proprietary process and an evolved ideation platform to generate ideas that
strengthen the relationship of brands across all points of contact with the consumer.
“Our industry has experienced indisputable consumer, media and market changes over the past ten years—but, have our agency models changed at a desirable pace? Our model effectively contributes to benchmarking the evolution of the industry by reasserting the significance of being genuine stewards and marshals of a Brand’s promise—not just a partner that executes against it,” said Campos. He added, “Our model challenges the status quo and provides an alternative solution to business as usual.”
Originally conceived as an entrepreneurial venture in 2007, the business model demonstrated early results throughout a soft-launch in 2008 with projects for Brands in the US and Mexico.
“We are both personally vested and committed to securing the right platform. We’re confident that our quest will align us with individuals who share our evolutionary vision and pioneering spirit,” affirms Castro.
Campos and Castro confirm their Brand Optimization model is a definitive core differentiator within the current industry landscape, especially amidst an uncertain economic outlook that will likely shift advertising budgets toward non-advertising activities and the upcoming Census 2010 that will undeniably redefine the size and purchasing power of the burgeoning US Hispanic population. “Brands have to work twice as hard today as they did yesterday—and as brand stewards, it is our inherent responsibility to propel our client’s Brands to compete with today’s challenges, but more importantly prepare them for tomorrow’s possibilities,” asserted Castro.
“Our model’s DNA was deliberately designed to expand the Hispanic agency role beyond advertising solutions in order to optimize brand experiences and create new sources of revenue for both Client and Agency,” added Castro.
The co-founding partners anticipate the open nature of the search will allow them to evaluate a wide spectrum of likely scenarios—including securing outside investment, teaming up with a US or internationally based communications entity interested in launching a line of business to target the US Latino demographic or joining forces with an existing US Hispanic agency ready to take a proactive leadership stance in the industry. Campos asserts judicious diligence in finding the right environment to expand their offering. He confirmed the uniqueness and comprehensiveness of their proposition provide the essential foundation to enable several
opportunities.
“This is a plug and play model, everything’s in place. Change requires evolution... and our model delivers it,” established Campos. |
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