MERCADEO Versión en español
DDB Latinas Juan Carlos Ortiz: A true partnership between client and agency gives great and important results
23 de junio de 2014
Juan Carlos Ortiz, DDB Latinas President, was present during the 2014 Cannes Film Festival as a participant in the presentation of McDonald’s: What is the antidote to customers promiscuity.Ortiz, along with Matt Biespiel, senior global brand development director of McDonald´s; Laura Petrecca, USA Todays reporter; Kate Stephenson, OMDs president; Rob Schwartz, TBWAs global creative president and Mark Tutsell, Leo Burnetts global CCO, shared their experiences and trajectories as brands allies for decades.”McDonalds is one of the most representative accounts of DDB worldwide, agency that has maintained trade relations since 1970. In my case, I work with the brand almost from the beginning of my career,” Ortiz said to PRODU.For Ortiz is so important the success for the agency and the client, as the relationship between them. “You cannot become a client of a lifetime without creating a partnership that is represented in the creative work. We call promiscuous relations between agencies and clients, where everyone moves, but a true partnership gives great results,” he said.Regarding the performance of DDB in Cannes, the executive was very satisfied. “This year we received 24 lions in DDB Latina, which is very exciting because we have exceeded last year’s goal. From the global perspective, we are going very well, we won 70 Lions, of which one third is Latino.”Finally, Ortiz reflected on Cannes this year. “For me, technology is nothing without content, I saw too many technological ideas, very short-term and lacking of an idea that has long term potential of their content,” he concluded.
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