Sin acento.
Author | Adese, Carlos |
Position | Eso Dicen |
Eduardo Fischer, ejecutivo brasileño de publicidad, sueña con crear la mayor agencia de publicidad de América Latina. Hace cuatro años, su firma, Fischer América, y el grupo holding Total comenzaron a extenderse fuera de Brasil. La agencia publicitaria ha invertido más de US$20 millones en la compra y establecimiento de operaciones en Colombia, México y Venezuela. En la sede de la firma en São Paulo, Fischer habló con Carlos Adese, editor de la edición en portugués de LATIN TRADE, sobre los nuevos mercados.
¿Cuál es la estrategia de Fischer América para establecerse como agencia especializada en América Latina?
Hemos creado una estructura organizativa y administrativa con el holding Total. Esa es nuestra meta principal: tener un grupo de comunicaciones que capte capital extranjero para investigar, comprar agencias y contratar a los mejores profesionales del sector.
¿Por qué decidió internacionalizarse solo y no asociarse con un grupo internacional, como han hecho otras agencias brasileñas?
Hay una oportunidad para el talento de la región. Si uno es una compañía francesa, inglesa o norteamericana, por ejemplo, y quiere crecer en América Latina, pensamos que debe trabajar con especialistas en la región. Debe trabajar con alguien que hable el idioma sin acento, no con alguien que hable portuñol o espanglish.
Ya tiene agencias en México, Colombia y Venezuela. ¿Cómo anda el proceso de entrar en esos mercados?
Es una curva de aprendizaje empinada porque entramos de otra manera, como multinacional, pero brasileña. Pensamos que el crecimiento de nuestras operaciones en los mercados donde hemos entrado es muy rápido y que los clientes nos dan una excelente acogida.
¿Cómo evita un acento brasileño en México, Colombia o Venezuela?
Un venezolano está a cargo de nuestras operaciones venezolanas y todo el equipo es de ese país. En Colombia, son colombianos. En México, mexicanos. Eso no...
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