New Generations
Inspired by the teachings and experience of his father, this young talent has placed to roll the brands all over the city through Publicidad Alternativa.
Economist by profession, started his career in the advertising world at his father agency, BBDO Venezuela, where he worked for about five years. “I began in the Administrative Department, and later I transferred myself to the client area, which seemed more interesting and dynamic”.
Subsequently he decided to become independent and today he directs the company of mobile communication Publicidad Alternativa. "This business began through a company of my father called Yellow, that is dedicated to the advertisement of school buses. Some time ago he proposed to me to take care of that business and thus I did. Subsequently the business grew and the area of urban buses demanded great attention, so what we did was to separate the two projects and we registered a new company under the name Publicidad Alternativa for the urban buses, which I direct at present".
La Rosa commented that the idea of complete labeling rised out of looking at transportations with that style in the city of New York. "It always cought my attention the way they did it in the United States. I did not found the way to do them here, but five years ago new buses enter to the marketing, I saw the opportunity to develop it and I decided to enter this field; the result has been a success. The most important fortress is the impact that has the media on the public and the level of remembrance”.
The units are leaseed to the carriers with character of exclusiveness and a monthly canon is canceled so that they pay the shares of the buses. Likewise, recently it was launched a parallel business in the universities. "It consists on the labeling of the student’s personal vehicles, and they receive a monthly canon that they use to pay the monthly payment of the institutions of higher education, it is a new idea".
Explained the interviewed that Venezuela is one of the countries of Latin America that entered later in this type of advertisement, nevertheless, it is estimated that the formula will evolve quickly to a national level.
The industry
For La Rosa, the local advertisement is being repressed at the present by the situation that the country is going through. "Clients think more how to distribute their budget and while less advertisement is sold less can be done. Due to that, the agencies and the advertisers have to be more creative and have to seek the way to yield their investment, to reach their objectives”.
He emphasized that his father has left track in the world of advertisement thanks to his honesty and professional ethic. "He is a person that has always defended the professionalism inside the branch, the respect to the client and to the people that work inside a company. Without doubt, people that is around him learns a lot by its managerial style. Among his works, the one that I remember with more affection is the commercial of Mr. Johnson´s”. |
