We had the pleasure of interviewing Basheva Herrera, Media & Advocacy Director LATAM for L’Oréal, one of our fantastic members of the jury for our Festival of Media Latin America Awards 2025. We asked her what one thing she would eradicate from the industry, her favourite media tool or platform, her favourite media campaign from the last 12 months, which country is leading the way and the best thing about working in media.
What is one thing that you would eradicate from the industry?
If I could eradicate one thing from our industry, it would be the persistent and widespread over-reliance on simplistic, single-touch attribution models, particularly “last-click” or “last-view” attribution.
What is your current favourite tool or platform in media?
GROK (AI X Tool)
What is the best media campaign of the last 12 months (in your opinion)?
Duolingo’s “Duo’s Death”
Which country do you think is producing the most effective media campaigns?
Brazil
What’s the best thing about working in media?
Being at the forefront of constant evolution. We’re always navigating fresh challenges, harnessing new tech, and pioneering impactful ways to connect with audiences.
