We have lined up some of the most influential leaders in the industry to judge your submissions for this years Festival of Media LatAm Awards. We caught up with Sabrina Senior, Sr Marketing Commercial Manager, Pepsico about industry trends and challenges in the industry. She reveals that digital transformations, influencer marketing & implementing a mobile first approach will be the biggest drivers in the LatAm region.
Q: What do you think has helped the media work from Latin America become some of the best in the world?
Latin American media has a rich history of innovation and creativity. Factors contributing to its global recognition likely include:
- Deep Cultural Roots: Latin American media draws from a diverse and vibrant culture, resulting in unique storytelling and captivating content.
- Passionate Storytellers: The region is home to passionate creatives who bring a unique perspective and authenticity to their work.
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Q: What trends do you think are driving media in the region?
- Digital Transformation: Latin America is experiencing a rapid shift towards digital media consumption. The growth of streaming services and online platforms is creating new opportunities for content creation and distribution
- Mobile-First Approach: Latin America demonstrates a strong preference for mobile devices for accessing information and entertainment. Media campaigns are adapting to this trend by prioritizing mobile-friendly formats and platforms.
- Influencer Marketing: The Latin American market is witnessing significant growth in influencer marketing. Brands are leveraging the reach and engagement of influencers to connect with their target audiences authentically.
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Q: What are the biggest challenges you currently face in your day-to-day role?
- Media Clutter: The media landscape is becoming increasingly saturated. Cutting through the noise and capturing audience’s attention amidst intense competition is a constant battle.
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Q: What tools are currently having the biggest impact on your campaigns?
- Consumer Centricity: Understanding and prioritizing the needs and preferences of the consumer is crucial. Data analysis and market research are essential for developing targeted and relevant campaigns.
- Personalization at Scale: With the abundance of data available, tailoring messages to specific audience segments is key for maximizing impact. Technology plays a vital role in enabling personalized messaging across various channels.
- Partnering with the Right Content Creators: Collaborating with creators who resonate with the target audience enhances authenticity and reach. Influencers and brand ambassadors can effectively amplify campaign messages.
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Q: What can we expect from Latin American media campaigns over the next 12 months?
- Continued Innovation in Digital Storytelling: Expect to see more immersive and interactive experiences, leveraging emerging technologies.
- Purpose-Driven Campaigns: Consumers are increasingly drawn to brands that align with their values. Expect to see more campaigns addressing social issues relevant to the Latin American context.
