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Juan Isaza of DDB Latina: The more diverse your talent, the newer, better and more original your ideas
Liz Unamo| 24 de agosto de 2022
Juan Isaza
Inclusion and Diversity that Inspire Transformation: the Winning Cases at Cannes 2022 was the subject of the presentation made by Juan Isaza, VP of Strategy & Innovation of DDB Latina, at the MMA Impact Mexico 2022 event, held on Wednesday, Aug. 24. From that event he spoke of his agency looking to establish an ever wider range of diversity.“I have always believed that diversity is a precondition of creativity. The more diverse your talent, the newer, better and more original will be the ideas your team produces. So we’ve been working to be the most diverse and inclusive agency in Mexico. The first thing we did was to put 50 percent of the vice-presidencies in the hands of women, develop a program for our next creative leaders, of whom 80 percent will be women, plus we have registered with the LGBTQ+. We also have the idea that diversity is related to geography, so that the advertising we produce is for every corner of Mexico and not just for those who live in Mexico City,” Isaza said.With all that transformation, the Mexican office is for the first time the agency with the most profound engagement with its employees of any in DDB’s worldwide network. “We’re on top, both in our engagement with employees and with whoever would recommend their friends to work in DDB, and above all, in the feeling of inclusion in their surroundings that all our employees feel.” Another result of the changes the agency has launched has been the production of creative ideas with that vision of diversity, as was the TikTok Teachers campaign, a prizewinner at Cannes for the Mexican Federation of the Deaf A.C. “We all talked in sign language about the case. Interesting that the diversity we live with inside the agency has started to be seen on the outside in our creative works.”
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