Fabian Camargo, marketing director of HBO LAG/Cinemax, spoke at the INMA Conference de Medios Latinoamerica about purposeful marketing and staying “emotionally connected” to customers.

It boils down to having a brand with heart, Camargo said. “We need brands to connect with the people; but we need brands to understand the brain of the people.”

This means working together with the customers to be a part of their lives.

“I think it’s time to change the mindset, and work very close, and believe in what we have,” Camargo said.

The digital age has changed the industry’s audience and revenue realities rapidly over the past five years. Today, digital media is native for an entire generation.

“We need to be prepared to work together with any person,” Camargo said. His company has a pretty young audience, and they want a brand that talks their language.

“To talk close, to talk clear, in their same language,” he added.