Interview with César Martínez, President of MAS Consulting Group, in "El Molinillo

You can access the full interview here

In his interview, Cesar Martinez recalls from the first elections in early 2000 when the Hispanic vote began to be worked on directly as a strategic issue to the importance that this minority (increasingly majority) has today: "Latinos no longer only have the responsibility to register and vote, now there is the possibility that they will be representatives and be voted into political office.

Given the presence of politicians of Hispanic descent in positions of responsibility, César believes that this is a trend that will increase: "By 2016 I dare say that there will be at least one Hispanic in the formula, either as president or vice president in one of the two parties.

The interview also discusses the role of the media and the Internet in American political campaigns over the past decade. Given the presence and power of the internet to get votes, Cesar Martinez believes that "depending on who your voter is, depending on who we are targeting we should work more on the web or not". However, he believes that "television continues to be the mass medium" although "the Internet achieves an enormous penetration and segmentation that cannot be wasted".

On the occasion of the tenth anniversary of MAS Consulting in Spain, César Martínez remembers the beginnings in 2003 when he wanted to form, together with Daniel Ureña, "something that would bring together different countries to offer consulting and global training services; something that, fortunately, has been a success". "Without a doubt, the way of working in each country is different, but the consultant must adapt to it," said Martínez.