Interview

The profound changes in consumer behavior that have swept the world in the last couple of years have also had distinctive local features. Cultural differences, penetration of technology, and the unique strategies of individual media players have all contributed. Nowhere is this more evident than in Latin America.

To get a sense of how campaigns will look in 2022 and what’s in store for the future of advertising, we talked to David Abad, Digital Strategy Manager at Mediacom, Colombia. We asked him to set out the key trends he sees in consumer behavior and what that means for the brands and agencies targeting them in the years ahead.

Whether clients use self-service platforms or managed service providers, they must be able to recognize the benefits of marketing technology while keeping an open mind on which approach is best for them.