Alejandro Aguilar
Global CMO at Liberty Express
Website Address: libertyexpress.com
Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Alejandro Aguilar from Liberty Express.
To learn more, check out libertyexpress.com.
What is the biggest change in marketing that you see coming in the next 2 years?
The biggest challenge comes from within companies themselves. There’s a wide gap between how marketing works and how the rest of the company think it works. Owners, managers, commercial directors, need to be trained on media buying basics, funnels/journeys, avatars, etc., just like in the 90s there was a Finance for Non-Finance Executives program that was so popular
What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?
Outside media buyers bring the experience from multiple accounts into your business plus an aura of professionalism that in most cases generates respect, whereas, an internal marketing director will always have to work to please the chain of command besides doing what’s supposed to be done, limited to their own experience
How does a media buyer stay on top of trends with media placement?
By consuming those same placements with a research mindset, and by participating in specialized groups of professionals, for example, I belong to Adskills, where you need to pass a certification exam to be accepted and make a sizable investment that will prune most junior buyers.
