Luciana Olivares: Marketera wants to revolutionize TV | The … – Trade

Make extraordinary content and thereby revolutionize the industry TV . With this ambitious challenge Luciana Olivares has left management Marketing BBVA (bank where he spent the last 18 years of his life) to assume management strategies and Content of America, becoming the pull of the year up to the date , at least- in the Peruvian advertising industry.

 Stilled and water following the news (made public last week) expert executive in marketing talks to Day1 to tell us about the pillars that will guide his new work, which will also be his first foray into the world of Peruvian TV will, from the 15th September.

“I want to create a revolution in TV industry, as I did, with the team that accompanied me in the world of banks through BBVA” is designed executive. In that vein, he notes, will much focus on domestic production – “will be one of my obsessions.” – Says, with the idea of ​​selling local content to international markets since 2017

The task it will not be easy, given the constant criticism that Peruvian television stations receive because of some of their productions, -the national, precisely-especially in the case of those programs that are linked to the show. These criticisms, of course, America is not lost.

“I think that, in principle, do not rajarnos garments for entertainment programs,” says Luciana Olivares, without excluding, however, future changes in that area. “In America it will not shake hands with anyone. I have spoken with management and they have told me that there are always questioning everything, every day, “he says, but clarifies that” is very rushed forward something more “for now.

Instead, it It states that another of its objectives is to promote the TV station as a socially responsible company. “The TV business and social responsibility do not have to walk separately. The audience looking for brands that behave well and in that sense one can be daring and transgressive and at the same time supporting various social groups, “he explains. In addition, it encourages project that will make America a “lovemark ‘. It has been high fence.

Interview

The objectives Olivares arises for new challenge in America occur in a context in which the Peruvian advertising, too, and tone with what happens in the rest of the world, seeks to take on a more social role.

Cannes has awarded the 2016 many advertising pieces with social content, this trend will be consolidated in Peru?

 I think so, but you have to note that some of the pieces that have won at Cannes with this profile have been made only for a lion and nothing else. Here we must beware of falling into the pose, search our campaigns go beyond a simple mask. A brand has to brush your teeth every day and not just for an award.

For a brand is a matter of being as is shown in advertising, as referred to some of our columnists, match?

 Yes, a campaign of social content is based on the action of the company rather than the image, and in that sense can not be short-sighted, can not be just a campaign, nothing more.

some brands doubt that it is profitable.

 It is cost effective. As I said in the case of television, you can be socially responsible and profitable.