Quintana: El 2016 ha sido un excelente año para Orcí
2016 has been an excellent year for Orcí, according to Juan José Quintana, SVP and Creative Director of the agency. “On one hand, we celebrated 30 years helping our clients connect emotionally in a very deep way with consumers. On the other, we consolidated the work that has been made for many years for American Honda and Acura, and additionally generated new works with accounts such as Dole, Union Bank, VCA and Naleo, among others.”2017 will pose huge challenges for the industry, both at a social and technological level. “At Orcí we are optimistic about continuing to generate lasting connections with our diverse target consumers. Our new businesses group has been very active in 2016 and of course, we already have a calendar full of activities and productions for our current clients.”Virtual and Augmented realities are an important trend, he argues, but he adds that mobile videos will continue to grow on Facebook and Youtube. “However, as our experts in Digital and Social mention, the user base is still very limited and its impact will depend on accessibility of headsets and how the creativity is conceived. The two technologies offer many applications in retail, because they allow consumers to visualize and ‘feel’ the product in their own terms and environments.”Regarding budgets, Quintana notes there will be an increase, as has occurred in recent years. “Besides, as more and more clients understand and accept the multicultural reality that is lived in the U.S., we will see new advertisers enter the market for the first time.”
