Group M’s Hispanic Media Prophet: Gonzalo del Fa
It was Mr. del Fa, while successfully running MEC’s Argentina office, asked a half dozen years ago at a regional meeting why the WPP Group media agency had no U.S. Hispanic offering. He and Michael Jones, who runs MEC’s network in Latin America, put together a plan and Mr. del Fa moved to New York in 2006 to launch the Hispanic offering by moving the media department of Y&R‘s U.S. Hispanic shop Bravo into MEC headquarters and renaming it MEC Bravo.
MEC Bravo started developing tools, including one that takes into account that many Hispanics also watch English-language TV, and analyzes that spill-in. That tool, called Total Reach, studies the Hispanic reach of English-language TV, including a discount factor calculated with an algorithm that looks at how effectively English-language TV is reaching Hispanics. Then a Hispanic media plan is built on top.
Read the article at Ad Age.