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 Juan Francisco Rekalde, Marketing Manager, Tessa on current trends, his predictions of the rise of AI, AR and VR and more in an exclusive interview.
Q: What do you think has helped the media work from Latin America become some of the best in the world?
The media work from Latin America has become some of the best in the world due to a combination of cultural richness, technological advancements, and the region’s dynamic demographic landscape. Latin America boasts a diverse cultural heritage that fuels creativity and innovation, allowing for unique storytelling and compelling content that resonates globally. The region’s youthful population and emerging markets drive demand for fresh and forward-thinking media, fostering an environment ripe for experimentation with new ideas and technologies. Rapid adoption of advancements like AI, programmatic advertising, and digital out-of-home (DOOH) media has further enabled Latin American professionals to produce cutting-edge work that competes on an international scale.
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Q: What trends do you think are driving media in the region?
Several key trends are driving media in Latin America, including the rapid adoption of digital technologies, the rise of mobile internet usage, and the increasing importance of data-driven marketing. The widespread use of social media platforms and messaging apps has transformed how brands engage with consumers, while advancements in AI and programmatic advertising are enabling more personalized and efficient campaigns. Additionally, there is a growing focus on creating culturally relevant content that resonates with diverse audiences across the region. The push towards sustainability and socially responsible messaging also reflects the evolving values of Latin American consumers, further shaping media trends in the region.
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Q: What are the biggest challenges you currently face in your day-to-day role?
As a marketing manager in the flower industry, one of the biggest challenges is balancing the seasonal fluctuations in demand and inventory management to ensure product freshness. Flowers are highly perishable, so it’s critical to maintain their quality from supplier to customer, especially during peak seasons like Valentine’s Day and Mother’s Day. Additionally, differentiating our premium roses in a competitive market while managing marketing budgets and leveraging digital channels effectively requires constant innovation and strategic planning. Keeping up with rapidly changing consumer preferences and technological advancements further adds to the complexity of the role.
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Q: What tools are currently having the biggest impact on your campaigns?
Currently, digital marketing tools are having the biggest impact on our flower campaigns. Social media platforms like Instagram and Facebook are crucial for visually engaging our audience and driving direct sales through targeted ads and influencer partnerships. Email marketing tools help us maintain customer relationships and promote special offers effectively. Additionally, analytics tools such as Google Analytics and Facebook Insights provide valuable data on customer behavior, helping us refine our strategies. E-commerce platforms integrated with our CRM systems streamline online sales and customer service, while AI-driven chatbots enhance customer engagement by providing instant responses and personalized recommendations.
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Q: What can we expect from Latin American media campaigns over the next 12 months?
Over the next 12 months, we can expect Latin American media campaigns to increasingly leverage digital and mobile platforms, with a strong emphasis on personalization and real-time engagement. The use of AI and machine learning will enhance targeting and analytics, allowing for more efficient and impactful campaigns. There will be a continued focus on creating culturally resonant content that speaks to the diverse and dynamic demographics of the region. Additionally, we will see a rise in socially responsible and sustainable messaging as brands respond to consumer demand for ethical practices. Innovations in digital out-of-home (DOOH) advertising and immersive experiences, such as augmented reality (AR) and virtual reality (VR), will also gain prominence, offering more interactive and engaging ways to connect with audiences.
