MERCADEO Versión en español
Juan Carlos Ortíz from DDB Latina: ALMA DDB is an example of how to manage general and Hispanic markets’ accounts
Manuela Walfenzao| 3 de octubre de 2016
Juan Carlos Ortíz, presidente y CEO de DDB Latina
The President and CEO at DDB Latina, Juan Carlos Ortíz considers that there is no crisis in the advertising business. “What’s happening is a change in behavior due to technology that has come up with new working models. If you continue to do things as you did 20 years ago, you’ll be in crisis. But I believe that this change is a great opportunity for those who can take advantage of it.” Ortíz said that understanding that change has been the most important focus at DDB in the last years. “This agency was founded on the pillar of ideas. Is about creativity and innovation with a pivot, inspired by data and technology, and the way this connects to brands.” Nowadays we have to talk about biped brands, Ortíz said. “To run very fast and to be the first you need two legs. For brands, one is storytelling and content, and the other data and technology” he explained. “People live a digital and physical life without distinctions, so it’s wrong to divide them. Integration is the center of the model proposed at DDB.” He is very proud of ALMA DDB, which has been awarded Multicultural Agency of the year for three years in a row. “It’s an agency that not only influences the advertising business, but people’s life. They are a wonderful example of how to manage general and Hispanic markets’ accounts.” Among their new clients are Seat and Omnicom DDB with US McDonald’s.
