Juan Carlos Ortiz of DDB Latina: Marketing today allows the imagination to go global without limitations

Juan Carlos Ortiz, president of DDB Latina, who was recently a speaker at the Festival of Media LatAm 2012, discussed with PRODU the relevance of technology in developing the marketing needed today.“Marketing today allows the imagination to be global without any fixed dimensions. Big ideas, thanks to the new social networks and digital platforms, have no limits and can go anywhere and everywhere, provided they have the attractive kind of content that people want to share,” Ortiz said.Given the importance technology has, the executive said that DDB Latina thinks in terms of a digital world, not made up of geographies but of cultural interests. For that reason they included the Hispanic U.S., Spain and Latin America in a single Latin concept.“We’ve currently been winning a number of important clients like Kellogg’s at a regional level, while McDonald’s has us managing Latin American social networks. We’re looking for big ideas that fit the way people live now, immersed in their social networks and technology. And not in some deep, specialized way, just an everyday human way, and that’s really a key difference,” Ortiz said.