We have lined up some of the most influential leaders in the industry to judge your submissions for this year Festival of Media LatAm Awards. We caught up with Juan Patti, Media & Digital Head LAC, Bacardi on current trends, challenges 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?
Here, you often see creativity come to life through resourcefulness. We excel in using available placements, formats, and narratives in unexpected ways.
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Q: What trends do you think are driving media in the region?
Retail media is expanding in LatAm, with diverse players offering solutions at different levels of maturity. The next couple of years will be about marketers trying to decipher how to extract the most value from this emerging, effervescent media space.
I’m also eager to see how the Paid TV + Streaming trend unfolds in LatAm. It has the potential to revive the investment trend in bundled TV. However, given the different landscape compared to other mature markets, streaming brands really need to drive penetration of the ad-tier plans for it to spark.
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Q: What are the biggest challenges you currently face in your day-to-day role?
One of the biggest challenges is getting the creative and media mindsets closer to unlock the real power of placement-specific creativity that captures the audience’s attention, and to do so in a cost-efficient way.
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Q: What tools are currently having the biggest impact on your campaigns?
I’d love to say something sexy like AI, but just good old proprietary and agency-offered solutions that estimate media sufficiency and help sustain the right media budgets for organizational growth are currently having the biggest impact.
