Just a thought

And another upfront just ended...well, sort of.

Risking to sound like a broken record, I can't control but wonder when the current Hispanic media upfront system will change?

When will someone realize that although economically these represent a valuable tool, creatively these are hurting the evolution of the industry?

New times demand new techniques and there is no reason why this case should be the exemption. The system is broken: Media strategies are lacking depth and originality, Media Planners are not evolving into communication planners, buyers are not thinking beyond the numbers...

I don't know but to me, it sounds like it is time to do something about it.