Versión Español
Spanish.- Laura and Alba, the two daughters of former Spanish Prime Minister José Luis Rodríguez Zapatero, will establish their advertising agency Whathefav in Venezuela, focused on new technologies and electronic sports, also known as eSports. Unlike any ordinary entrepreneur, they do so without fear of abuse from the Nicolás Maduro regime towards their company, as their father has ensured to build a significant alliance over the years with the Chavista dictatorship.
According to a report by Marina Ochoa published in The Objective, the socialist leader’s daughters currently manage the search for a content creator of Venezuelan origin residing in Madrid. By assembling the corresponding staff, the objective is to lead a “gaming project” of the company aimed at the Caribbean nation’s audience.
- Read next: Venezuela makes unusual purchase of USD 3.1 million in shrimp from the US
- Read next: Otto Reich: “It cannot be taken for granted that the US will restore the sanctions”
With the recruitment of a professional demonstrating “camera fluency,” knowledge of social media, recording and editing skills, Zapatero’s daughters are venturing into an emerging niche in Venezuela.
So far, among the few announcements related to electronic sports, there is the alliance of subscription television company Simpletv with the Universidad Católica Andrés Bello (UCAB) to create opportunities for professionals, athletes, and teachers who want to grow in this emerging sector, which blends sports, entertainment, and technology. Also, the backing of Síragon as a sponsor.
However, the Zapatero sisters intend to penetrate the Latin American market for electronic sports, which already generates $500 million, but are estimated to reach $750 million with the increasing popularity of video games in the continent. At the same time, the development of new technologies and the interest of sponsors in eSports could contribute to the increase. Brazil and Argentina are epicenters of the practices.
Business in crisis
The start of the Zapatero daughters’ businesses in Venezuela coincides with the period of greatest decline in advertising in the country. The economic crisis in the South American nation, exacerbated by Nicolás Maduro’s stay in power, changed consumption patterns and plunged the industry.
In fact, the first edition of the Marketing Practices Survey, conducted by the Marketing Club of the Institute of Higher Administration Studies and the Usefull Agency and Digital Trends, in order to obtain information on strategic marketing practices in Venezuela, revealed that 60% of respondents recognize a meager, fragmented advertising investment, distributed among a variety of new media and incapable of producing adequate return on investment.
In this sense, 42% also admit that the main problem is the absence of data on consumers, as well as the difficulties in obtaining them, in a context where segmentation is very complex and consumer profiles have changed radically. In addition to this, 38% of those interviewed declare that price fixing is the biggest problem.
Moreover, the regime’s restrictions on audiovisual media have turned business websites, email, events, search engine advertising, and SEO strategies into the only alternatives to survive.
Affinity for Evasion
The advertising agency of Zapatero’s daughters has possibilities to evade the bleak panorama of the sector in Venezuela. Their father’s ideological affinity with Chavismo paves the way for Whathefav’s landing without setbacks.
While Venezuela and Spain are separated by 7261 kilometers, equivalent to about 4500 miles, and a flight that takes between eight and 14 hours, depending on the speed of the aircraft, Zapatero has accumulated at least about 40 trips to Caracas to mediate on behalf of the Nicolás Maduro regime.
The landings in Maiquetía have been without major costs, considering that the former president receives €100,000 as Permanent State Counselor and Honorary State Counselor, with a lifetime appointment. With this amount, the socialist leader covers his trips to facilitate contact between Chavismo and the United States and to attempt a lifting of economic sanctions by the Joe Biden administration.
The smiles and hugs at Miraflores will shield the installation of Laura and Alba’s agency, whose commercial records indicate movements of €301,191 annually.
