Juan Carlos Ortiz DDBLatina
The world is going through constant changes that require the reinvention of business procedures and even of entire industries. Juan Carlos Ortiz, President and CEO of DDB Latina, has said that starting with communications, we have to get back to the basics and recognize the value of big ideas.In the executive´s opinion, important changes are taking place in the communications industry. “We are witnessing an industrial revolution that is changing the way politics and businesses are conducted, and we are very proud to be part of the generation that is influencing this process, which in turn forces us to be more and more creative.”He added that team motivation is largely related to understanding that the world today needs creative ideas more than ever: “Technology is very important in the process, but there are things that will never change and they are fundamental principles like the idea. We now have what I call biped ideas, the ones that unite technology with storytelling.”He stressed the importance of handling data well. According to Ortiz, data is an idea’s best friend. “Using it to innovate, to create, and to think is spectacular. Data is a springboard to developing the thinking process,” he said.Furthermore, “today, we are witnessing an exquisite period that I call the crossover age, where there are no longer any boundaries between categories, where within the industry itself there are many more actors, and why today the idea is so important – we are not going to compete with technological platforms, we are going to do what we know how to do best and that is to connect with people.”
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