Agencies. The journey of the phoenix.
This article is an extract of the book
“Agencies & Brands in the Experience Economy: Management Organization”. (available in Amazon)
Chapters 2.1, 2.2 and 2.3
The long path of the agencies
In the ’70s, due to a massive and constant emigration from the Caribbean and South America, the American record industry saw in Latin American music a potential to be commercially exploited. A cultural and musical heritage made up of different rhythms and styles: Timba, Guaguancó, Bomba, Cumbia, Rumba, Pachanga, Mambo, Guajira, and many others. Too many kinds to be marketed to the masses and too much effort needed to promote their presence in radios and shops. So the record industry decided to label them all under one name and genre: Salsa.
The term ‘Agency’ today can be compared to the term ‘Salsa,’ for the function of representing different forms of interpretation under the same umbrella such as: Advertising, Marketing, Brand and recently Digital and Experience.
These are all terms that the exponential technological innovation of the last 20 years has transformed and redefined…
