Juan Carlos Ortiz of DDB Latina: Brands have to be in places with credibility, not where there’s no credibility

Juan Carlos Ortiz, president of DDB Latina, spoke with PRODU about the new possibilities opening to brands thanks to digital platforms, the central theme of this year’s Festival of Media LatAm.“Basically what has happened is not that brands have changed, what has changed are human habits due to all this development of technological platforms. There’s no doubt that the interaction of people with brands has also changed, it’s a sequence of changes but one that begins with people’s daily routines” Ortiz said.For Ortiz, all these changes have meant taking a new look at consumer geography: “Undoubtedly geography doesn’t mean as much as it used to, because now where people are is much more a matter of culture than just their geographical spot on the globe”.“That was one of the reasons we created the concept of DDB Latina, which works within a cultural region and not a geographical region, and why we put the Hispanic U.S., Spain and Latin America all together” he said.For Ortiz, digital platforms have been very important in this new understanding of humans’ daily routines, and that means some factors have more credibility than others. “Now digital communications have begun to win more credibility than other ways of communicating had in the past, and that is an undoubted benefit for brands, because brands have to be in places with credibility, not where there’s no credibility” he said.