Ordóñez: Los latinos llevan pasión al total market
Andrés Ordóñez, CCO at Energy BBDO, said that there are no differences between Hispanic agencies’ quality of ideas and total market. “What’s needed in order to connect with different groups is having behind a great talent around one and a group of strategies which are delivering information.” The agency manages three great brands with a team in 23 countries and 19 languages dominate within the group. “So, ideas are born from insights totally humane that can transcend cultures.” You must know where you are and how to talk, he said. “But if the idea is based on something that connect us all as beings, there is no need for divisions. The task is finding that insight and opportunity, and leveraging every channel to make a intimate connection. There you become more Latino, more American, for example. When you learn to connect, you need someone that understands the culture in order to generate that content connection.” For Ordóñez one thing that Latinos take to the total market is passion.
