Andrés Ordóñez of Energy BBDO: Responsibility Is A Value That Consumers Expect from Brands

According to Andrés Ordóñez, CCO of Energy BBDO, the new business model is characterized by ideas that transcend cultures. “We used to be a Midwest agency and right now we are represented in 22 of the countries where the BBDO group operates, which in turn means our ideas must be relevant worldwide.” The agency obtained a silver Lion in Creative Effectiveness for Prescribed to Death for the National Safety Council. “Last year was amazing thanks to Prescribed to Death – it was the sixth most-awarded campaign in the world. The work we did last year set the bar very high, but it also gives us a lot of energy to compete in more festivals,” Ordóñez said. He ruled out that a show of responsibility is a prizewinning trend at festivals, but “it is something consumers expect of brands. Some 70 percent of people expect brands to respond faster than the government. New generations are much more responsible and that is why brands must show that they equally responsible.”