Wiper Presentation (Written by Alexander Farrah)

Wiper Presentation January 10, 2018

            We had an early start to a great day, waking up at 7am to the beautiful 80-degree weather! Our first stop was the La Serenisima dairy plant. As Liam has described, it was a great experience. After returning from the plant, it was lunch time. We went to a local homemade empanada restaurant where we got to experience the wonderful flavors of an Argentine classic. It was now time to go to our second meeting of the day, with an advertisement organization called Wiper.

            There were three men giving the presentation. Martin Di Grazia who is the creative director, Christian Libonati the media director, and Ignacio Crocco who serves as the account director. Wiper has been in the advertisement industry for over 10 years, with a strong digital path based in Buenos Aires, Miami, and Mexico City. With a slogan of “Good Ideas” it was clear to us that they were proud of their innovative capabilities.

            One thing that really stuck out at me was when Ignacio said, “being in the top of heart creates relationships.” In advertising, although your goal is being on the top of mind, it is that much more important to build a relationship between your consumer to be successful. With a trustful bond between you target audience, this creates a natural attraction to the product or service that you are trying to promote. Advertising is about creating long term relationships, by building trust you gain a long-term customer, opposed to a one time or short-term customer.

            Other students had a lot of interesting comments on the presentation. Madison Gilbride said, “As a marketing and analytics major, I was fascinating on how much they actual connect in the real world, after hearing this presentation I am even more excited to partake in my intended field.” Wiper explained to us the importance of data collection while finding your target market. Nathan Cullivan said, “I was amazed to see how a startup company that formed in Argentina was able to gain so much international reach.” International business can be very difficult especially from a startup with cultural and language barriers in the way. Janna Blackstone was also impressed by the presentation saying, “It was very interesting how they came up with creative ideas to advertise a large array of product to so many different target markets.” With so many customers, Wiper must be very creative to keep up with new trends.

            In the Q&A portion of the presentation, there were a few great questions asked. For example, one student asked, “do your clients leave everything up to you or do you have to get approval for every idea?” They answered this by referring to the work flow chart where it showed the sequence of events. Starting with a meeting, brief, and research while ending in implementing the idea, they showed us the process for every client. Another student asked, “Who is your most successful client?” They answered the way any advertiser would, “All of our clients are successful.” Hearing Wipers presentation was a great learning experience for everyone.

-Alexander Farrah