Idea before Media - Engaging with Consumers in Latin America - Alejandro Cardoso, Publicis


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Alejandro Cardoso of Publicis, a solution provider at the marcus evans Latin CMO Summit 2013, on marketing in Latin America.
Interview with: Alejandro Cardoso, President & Chief Executive Officer - Latin America, Publicis

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Idea before Media - Engaging with Consumers in Latin America - Alejandro Cardoso, Publicis

  1. 1. Interview with: Alejandro Cardoso, President & Chief Executive Officer - Latin America, Publicis The most effective way of engaging consumers continues to be a powerful message, regardless of the media used, according to Alejandro Cardoso, President & Chief Executive Officer - Latin America, Publicis. “Chief Marketing Officers (CMOs) should not be tempted by the use of media, as it is not the most important strategic decision. The idea should come first, media second,” he goes on to say. Publicis is a solution provider company attending the marcus evans Latin CMO Summit 2013, in Panama City, Panama, November 7-8. As the Latin American consumer market continues to grow rapidly, what opportunities is it presenting to CMOs in the region? CMOs have the opportunity to build long -term relationships with consumers, yet many of them are focused on producing short-term results, as they need to demonstrate the effectiveness of their strategies in a short period of time. The ability of CMOs to work between these two environments, short-term results and long-term vision, has become critical to their success. Technology is also playing a critical role and has dramatically changed the way companies can connect with consumers. CMOs have to understand how the environment has changed and adapt brand strategies to the new reality. What has proven effective for engaging with consumers in the region? Many marketing executives continue to maintain a 360-degree integrated communications strategy, but that has proven ineffective and costly for engaging consumers via multiple media vehicles and points of contact. The return on investment has not been there. The best way of engaging consumers remains the power of the message and brand experience. Secondly, a wise use of media or touch points according to target groups, shopper dynamics and consumer experience. The experience will hopefully be good enough for repeat purchases. This is the same all over the world. Companies should never put at risk the effectiveness of their idea, by engaging with the right communication partners. There has been an explosion of small agencies in the region, which we are not against, but CMOs are having to coordinate, supervise and make sure all the different agencies are speaking the same language, in order to stay true to the DNA of their brand. This is time consuming, ineffective and placing an additional burden on them as 15-20 partners may be involved. As a former CMO, I know how unproductive this can be and why it is best to have one partner who is on board with your long-term vision. Could you give us an example of an innovative use of social media? We worked on a campaign for the Mexican tourism industry, to attract tourists from the US, Canada and Europe, when there was a lot of negatively publicity because of gang killings. Although the violence was not throughout and all around Mexico, we needed a different approach and came up with the idea of placing cameras inside airport taxis and having the drivers start conversations with people returning from trips to Mexico. Using a celebrity would have been the easy option, but we chose to get testimonials from real visitors. We had big TV commercials and used social media to amplify our message. The end result was a record high 22 million tourists when everyone expected 2012 to be the worst year ever. What trends should CMOs get used to? CMOs have to admit that consumers have much more power today, because they have vehicles to express their feelings about brands, positive or negative. Technology convergence has also created multiple ways of engaging and connecting with consumers, who may very often be in front of several screens, TV, mobile phone and tablet, at the same time. This is different from what CMOs are used to. Open broadcast TV still has the largest penetration in Latin America, but marketers should also pay attention to social media and digital devices. Success is very much about having the right balance between all three. CMOs have to admit that consumers have much more power today Idea before Media Engaging with Consumers in Latin America
  2. 2. The Marketing Network – marcus evans Summits group delivers peer-to-peer information on strategic matters, professional t r e n d s a n d b r e a k t h r o u g h innovations. Please note that the Summit is a closed business event and the number of participants strictly limited. About the Latin CMO Summit 2013 This unique forum will take place at the Trump Ocean Club, Panama City, Panama, November 7-8, 2013. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. Contact Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division Tel: + 357 22 849 313 Email: For more information please send an email to All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to About Publicis Lead the Change We think about brands as if they were a living object. We need to help our clients lead their categories. Lead the change. That is what we stand for. The only way to have a good creative reputation is building one. And there is no other way to build it than by doing great work. Work that helps our clients lead the change. About marcus evans Summits marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, case studies, roundtables and one-on-one business meetings. For more information, please visit: Upcoming Events CMO Asia Summit - CMO Japan Summit - To view the web version of this interview, please click here: