Juan José Quintana, VP sénior y director creativo ejecutivo
Throughout its 30 years in the field, Orcí Advertising has aimed to maintain that connection between consumers and products. “We seek to connect brands emotionally with consumers. Our challenge is how to connect a product with a consumer through the different platforms” explained to PRODU Juan José Quintana, Senior VP and Executive Creative Director of the agency. “People are more selective regarding what they want to see and traditional formulas don’t always work the same way” he warns. With more than 20 years in the industry, Quintana says that his career has been linked to the agency and that he has shared a large part of the team’s growth. “I was brought to the agency when they got American Honda as a client in 1989, and it was the first time the brand advertised in Spanish for the Latino market, and throughout my stay in Orcí, I have been in three different agencies.”They are currently handling the Acura account for the Hispanic market and he mentioned that with this brand, they have seen the increase in Hispanic’s purchase power. “Our focus is on the Latino market, spreading into the multicultural market. What we do is adapt a great deal of the work in the Latino market to the general market. Values in the Latino market are universal in one way or another, so we can use them for other markets. The insights we find are universal. Many of those values we share are made for both cultural groups.”
