MERCADEO Versión en español
Juan Carlos Ortiz of DDB Latina: A company should reflect what’s going on in the world
Claudia Smolansky| 19 de octubre de 2022
Juan Carlos Ortiz y Juan Isaza de DDB Latina
DDB Mexico has changed and the results have been historic. Winning two Grand Prix and showing itself to be the best Mexican creative agency at Cannes Lions 2022, the agency with the best organizational atmosphere in the DDB network is also a finalist in the Effie awards. From its offices in Mexico City, Juan Carlos Ortiz, president and CEO of DDB Latina, said that such success depends on talent. “There was a very significant restructuring. A change in our operating system brought some very surprising and interesting results,” he said.These changes mainly had to do with the creative vice presidency, strategic planning, and the operational and financial vice presidency. “This is a business based on people, so you’ll always need new people to keep your business growing,” he said.For Ortiz, Mexico’s shining moment at Cannes was a time of pride and emotion. “It had both a patriotic and corporative function. We shone at a worldwide level,” he said.This result, he added, brought the team such excitement and joy that in turn it has spurred a growing togetherness with the client. “It’s a generalized process catching on across all areas of the agency. New ideas are the heart and soul of our operation. And we understand that the raw material of this business is its people. So the operation must undoubtedly contemplate thoughts of integration and human quality – with people and the client’s product making up the complete package. And we need people capable of putting that process into action,” he noted.At the same time, the team is proud to have won Cannes awards of the “era of the new era,” as they describe them, such as Glass, Data and Influencer, which reflect the agency’s connection with new objectives and the different ways of achieving them.“A company must reflect what is going on in a society and in the world,” he noted.A diverse agencyFor his part, Juan Isaza, strategic planning & innovation VP at DDB Latina and president of DDB Mexico, said it was impossible to reorganize the Mexican office without taking diversity into account. “Diversity preconditions creativity. Different people who think differently will bring results like those we’re seeing now,” he said, a reference to the fact that DDB Mexico’s size and business have doubled.Finally, Ortiz noted that this restructuring includes relying on inspired, talented people, and that is to be seen structurally in every part of the agency, from the organization’s atmosphere and creativity to its ability to attract and win new clients.“It’s a lineup of planets. We put together an ecosystem that begins to work in a positive way. And it all starts, I must say, with the people,” he concluded.
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