Juan Isaza DDB Latina
At DDB Latina, building a brand has to do with all things digital, analog, traditional, and innovative, along with points of sale and every other element connected to its target audiences. The agency´s Strategy VP Juan Isaza said that at the root of this conglomeration are two basic elements: storytelling and conversion. The first element, storytelling, has to do with brand building as it is traditionally known, with the vast expansion added by digital devices and media that include social networks. The second is conversion, related to mechanisms that help clients convert messages into sales. “It’s essential that we continue DDB’s historical leadership in storytelling and being able to aid clients today in the conversion process,” he said. Isaza noted that some advertisers focus all their efforts on digital media and neglect the value of branding. “Sometimes they’ll say ‘I have problems,’ which for us can mean they’re seeing a weakness in the brand – that would be the symptom – and the cause is that they stopped investing in the brand. So today I believe clients are again aware of the importance of storytelling,” the No. 1 branding tool. The executive, who has been with the Miami office for seven years, has worked to develop regional clients such as McDonald’s, BBVA and Telefonica, along with the agency’s digital services, mainly with regard to social media and innovation.
