Webinar Mara Ortiz
Isolation has forced the ad industry to reshape its processes and as a consequence, advertising professionals today seek sources of inspiration in the new reality. Such is the case with Juan Carlos Ortiz, President of DDB Latina, who shared on the new Face to Face Webinar: De camino al Innovation Summit 2021 FIAP+PRODU the feelings that living in the “new normal” causes him. “I don´t like the word ‘advertising’ at all, I always prefer to say ‘communications.’ Our industry today needs observers” of all that is going on, and who then “have the ability to express themselves and generate emotions,” Ortiz said. He sees the pandemic simply as a trigger accelerating changes that had already been taking place among mankind, and believes it is in this context that creativity takes on its true importance. “Creativity is essentially inspired by life, since it’s an ability to observe and turn a piece of life into an idea. That’s why I don´t believe in the separation of disciplines in advertising: everything is life and you cannot divide it up,” Ortiz said. He further believes that in the near future, local ideas will gain much more strength but without leaving aside multicultural teamwork. “We will even see brands working on specific ideas for individual markets,” he added. “Globalism has great strength at present, but surely after the current pandemic situation, the power of local will grow immensely,” he added. Ortiz, who is also president of the FIAP jury in the Innovation category, says that more importance will always be given to ideas that generate trends.. “It isn´t just about analyzing a piece, it’s seeing how capable it is to attract social followers” he concluded.
