“We are reviewing our budgets and how the first quarter of the year is going. It is good news in general because we are going as we should go, there are very good opportunities that we are exploring at a regional and local level in each of the markets”, he mentions.
Expansión (E): What are the new challenges that this position entails versus the work you performed at the country level?
Luis Machorro (LM): It is a bigger responsibility in terms of dependents and income. The principle should be the same, which is how to achieve collaborative dynamics between companies. Obviously there are markets that are more developed than others and it will be necessary to analyze what the specific needs of each of these markets are in order to then begin this integration.
Mexico is one of the main markets for the company. It is in the Top three, without considering Brazil because it is not within my responsibilities, but without a doubt we have offices throughout the region. The way the company is set up allows us to develop different disciplines with their culture, with their objectives, but at the same time it allows us to develop a much more interesting product through the collaboration of these offices.
The experience that we have developed in Mexico can be very useful because the model that we managed to develop helps us to implement collaborative methodologies in different disciplines. Replicating it in Latin America can be very positive for the region.
E: What are the strategies to follow so that the agency maintains or raises its creative level?
LM: We are in a very good moment, the festival season is starting and we have just been named as Network of the year at the International ANDY Awards 2022, in New York. The shortlists of another festival called The One Show, where the region is having an outstanding historical performance, have also just been released.
There is a creative regional leadership committee that oversees and monitors product quality for all of our offices. That still stands and we will have to keep pushing it.
Where I am personally going to focus is on collaboration and diversity of talent. If we want to evolve our product we have to have different points of view and that is where I think we can have an important change, that is, in collaboration through the different profiles and professionals that we have in the different companies and disciplines of the region.
We can have a business opportunity in which there is a fundamental discipline, but without a doubt that opportunity that arises can be much more enriched if we work in a more complementary way. This is where we have an important differential in the way McCann is made up.
I: What market trends is the company going to bet on?
LM: I have not reached that depth, I am just beginning in the immersion process for each of the countries. What I can say is that we clearly see opportunities for development in technology, in CRM, in information or data management, in products, in cookies, there we are focusing on developing products that help customers to be able to continue with their strategies. .
We also have to start exploring the metaverse. We have just been in a meeting with the Latin American team and one of the topics that comes up is precisely the metaverse, that is, how to start developing strategies that are focused in that direction.
Part of the analysis and strategy that has to be defined in the medium and long term will undoubtedly include what the most specific objectives are, depending on each of the companies that have different approaches and disciplines, but which converge at some point.
E: How are you going to resolve the gaps to be able to lead the brands in the growth and technological commitment that the market demands?
LM: We have a very robust training strategy, especially with regard to accompanying brands, since we cannot become agents of change or support for our clients if we do not continue to evolve.
On the other hand, we have companies specialized in more technical issues, for example, MRM, which is part of the group and has had outstanding success in the last three years. That is where our focus is placed in terms of technology and understanding to know how we contribute from the point of view of what this agency develops to the rest of the other companies in the group.