I’ve been preaching for a while that the old, closed brand management model based on awareness, reach and frequency is dead. The shift to all things digital is rapidly changing the advertising business to a new paradigm – based on open brand stewardship, insights, impact and most of all ENGAGEMENT.

This same shift is taking place in the Hispanic advertising world. I just wrote an article for MediaPost looking more closely at this big change in how we develop advertising programs aimed at Hispanics. What do you think?

Jose Villa

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