Ana Maria Reyes, manager of digital strategy at Grupo OPSA, talked about how the digital age has changed audience and revenue realities over the past five years.

“We are trying to be ambidextrous,” Reyes said at the INMA Conference de Medios Latinoamerica. “We are working on how to improve our operations internally, and at the same time how to better understand our audiences and how to understand the needs of our customers.”

She spoke about new initiatives recently undertaken by Grupo to address these challenges. One is a digital agency, which was discussed at the conference. The second initiative involves cultural change within the company.

To improve internal processes within Grupo OPSA, they asked questions such as how they could work better as a team and understand the challenges of digital.

“I believe that we need to work in the foundations,” Reyes said. “Cultural change is very important; how we can do things better or work together better as a team. The transformation of the whole company, not only a particular area.”