In the spotlight: Ximena Camacho and ANDA Bolivia

The National Association of Advertisers of Bolivia (ANDA Bolivia) is the youngest National Association Council member, having joined the WFA in 2015. Ximena Camacho Villarroel, ANDA Bolivia's Executive Director, shared what the association has been up to at last month's WFA LATAM regional meeting in Cartagena, Colombia. This and other interviews with WFA members from the meeting can be found here.

What are the association's main lines of work?

ANDA Bolivia is an association created four years ago with members representing approximately 65% of the private ad spend in Bolivia. Since the beginning, our efforts have been focused on professionalising the industry and ensuring that all stakeholders are actively involved in activities that help achieve this goal. Development of accountable and transparent media, collective representation and support to internalise current industry standards and the rollout of training programmes are some of the activities we are currently working on.

Among the association's achievements, what do you think had the greatest impact on the industry in your country?

One of the projects that contributed greatly to the industry and gave good visibility to the association is the creation and implementation of a television audience measurement tool. After several attempts, we managed to bring together different stakeholders to make this collaborative project possible. The tool met all quality standards and audits performed.

Where do you see opportunities to generate synergies that contribute to the development of the industry in LATAM?

We put great value on the contributions made by our fellow WFA associations in improving the industry in the region. We believe that the opportunities for collaboration are in the exchange of knowledge, experiences and best practices that will put us ahead of the curve.

What are the association's biggest challenges in the next five years?

We are a young association and we have many challenges ahead. What is important is that we focus our efforts on providing efficiency for our members, whether these efforts are translated into tools or regulation. Our work should help our members improve efficiency in their activities and investments.

What are the main regulatory and business trends impacting advertisers in your country?

Like many countries in LATAM, we are currently working with regulators on reviewing laws on healthy eating and consumer protection. The industry is working closely together in this regard, with the objective of upholding self-regulation.

For more information on ANDA Bolivia's activities, contact Ximena.