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Álvaro Miguel from DDB Latina: Digital is Already at the Core of the Interaction Between Brands and Consumers
Liz Unamo| 10 de enero de 2017
Miguel: La capacidad creativa es el asset principal
Álvaro Miguel joined DDB Latina as Chief of Digital Transformation last November, and explains that one of the additions the network has in the market is its influence in 23 countries, including Spain and the Hispanic market in the U.S. “This allows us to work for big multinational companies that need support in an increasingly globalized world, but in which local knowledge marks the difference.”DDB Latina clearly sees that digital is already the core of interaction between brands and consumers, he says. “Trusting someone like me, who has developed his entire career in this field, to manage the operation at a regional level, is a clear statement on behalf of the group in this sense. As for me, to be able to collaborate with clients like McDonald’s, BBVA or Heineken, among others, who are betting so strongly on digital, and helping them navigate this transformation process, is a huge professional and personal challenge.”Creative capability is the main asset, he maintains, and they are aiming to apply that capability to new channels, in new formats, to create new businesses, design new products and experiences “but good ideas are always going to be key, and in DDB you can breathe this culture from the moment you walk through the door.”
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