Campaign Chemistry Campaign Chemistry: DDB Latina’s Juan Carlos Ortiz
Juan Carlos Ortiz became president and CEO at DDB Latina in 2008 with the vision to unite multicultural marketing across continents through a cultural approach to creativity. Under his leadership, South and Central American marketing efforts were united with Miami, Hispanic North America and Spain.
The multi-continental effort hasn’t been without its challenges. Specifically, incorporating nuances between markets under a universal focal point. But Ortiz has faced it head on. To create a universal standard, DDB Latina has developed a creativity benchmark called the “Bullseye system” in which work from local agencies is continuously evaluated and developed by a council of chief creative officers.
DDB Latina generated 51% of creative results for the global agency at Cannes in 2021. That number climbed to 59% in 2022.
In this episode, Ortiz chats about this strategy and how the approach has flipped DDB Latina’s business. He also shares how the agency is attracting and retaining talent and his predictions for new creative trends.
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