Juan Carlos Ortiz of DDB Latina: It’s very inspiring what is happening in the world of communications because it’s very real

Juan Carlos Ortiz, president of DDB Latina, discussed with PRODU what he expects this year for the industry and communications in general.“The year 2013 is very important – we as a structure are in a process of significant growth. The regional system DDB Latina is today the element that is growing fastest in DDB Worldwide” Ortiz said.The executive noted that such growth puts them in a different position, because previously the Latino world might have been appreciated as a center of fresh new ideas but was seen as very small. “Now we’re bringing in worldwide growth and that puts us in a leadership position, a position that strategically is very different in terms of the respect and credibility owed the Latino system. When I say Latino I’m talking about the Latino who lives in the United States, in Latin America and in Europe – the global Latino” he said.Ortiz said the idea is to keep growing and to do so based on how people live, on understanding their behavior patterns. “We all work on social networks to get insight into the different ways of understanding a conversation. It’s very inspiring what is happening in the world of communications because it’s very real, it’s all about getting back to the basics of people being in close touch with people, which is really positive and inspiring. It’s going to be a good year” he said.