MERCADEO Versión en español
Juan Carlos Ortiz From DDB Latina: Creativity Powers Business Success
Liz Unamo| 24 de noviembre de 2017
DDB Latina empata con Grey LatAm en el segundo lugar del ranking de redes latinoamericanas
The DDB Latina business model is built on connecting creativity with new businesses to build their success in what is being called the era of biped brands. ”We believe creativity is what powers a business” said Juan Carlos Ortíz, President, CEO and Creative Chairman at DDB Americas. Ortiz said that biped brands are those that make full use of culture-oriented storytelling, data and technology. “One without the others will seldom succeed. We focus our model on tremendous creative power plus digital planning and technology, and that has made all our offices strong on strategy, strong on communications.”From the outset, the agency’s business has been based on a studied insight into human behavior. “Our ideas must be based on an understanding of how and why humans behave the way they do in order to connect with them. If we know people are moving across platforms, social networks and mobile phones, our strategy formats must tag right along with them” he said.DDB Latina is a power of its own in the U.S. Hispanic market, Spain and Latin America including Brazil, which opens the agency’s doors to success by identifying it with regional interests and cultures. As for talent, Ortiz said that bringing together under one roof creatives from different parts of the world makes for an inspiring workplace. “The emotional rewards of a company able to work on international projects within a Latino bloc of influence are huge” Ortiz said.The agency’s measurement system “the Bullseyes” is key to the work process. “Our team aims to stimulate creative excellence. We meet every three months.”The agency has received several awards in 2017, including 33 Lions, while Walmart and Netflix stand out as its Clients of the Year.
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