Isaza: Las agencias independientes son un complemento fundamental de la industria
Juan Isaza, VP for Strategic Planning and Social Media at DDB Latina Group, will be an instructor at the 5th edition of Hoala’s Master Account Planning, that will take place the first semester of 2017 in Valencia, Spain. “It is a pleasure to participate in this course together with outstanding planners from Latin America, the U.S. and Europe. Most students work at agencies and want to take the leap to strategic planning, and dialogs and discussions with them are always very inspiring.”The module he will teach is centered on consumer and insights, a topic he feels is talked about excessively in the industry. “To show them the contemporary vision of insight and update them on what has happened with the concept and how it makes more sense to talk about insight as a trigger that helps generate movement, to change the behavior of a particular audience” he tells PRODU. “An insight that is much more linked to research, with understanding consumers, and with delivering real sales and business results, and of the communication or creation job.”He explains that increase in competitiveness, how advertisers have better understood the way audiences operate and the way communication and purchase moments have come closer (many times occurring nearly at the same time), have all enabled the discussion from the perspective of insight. “Today, it is so relevant to find that differentiating element that helps us leap from facts to an idea that transforms a market’s or a brand’s reality.”
