“We call it a magical touch,” says Juan Carlos Ortiz, describing DDB Latina’s approach to creativity and culture. The president and CEO of the agency collection, which globally encompasses all Latin nations for DDB – from Sao Paolo to Spain – has helped pioneer the ‘Bullseye System’. This creativity-first structure and strategy is what the president/CEO credits for DDB Latina earning 59% of DDB Worldwide’s awards at Cannes this year.

Juan Carlos led the Latin agencies across Europe, LATAM and the US to success at the award show earlier this year, with nine agencies claiming 33 Lions in total – including two Grand Prixs in the ‘Lion for Good’ and ‘Creative Data’ categories. This was something unthinkable, even to the characteristically passionate and optimistic president, after DDB Latina claimed 50% of DDB Worldwide’s Cannes spoils the year before.

“I said, ‘What are we going to do? It’s terrible to do something like that!’. And then this year… 59%. It’s getting worse! Last year, I said we’ve gone too far – so I don’t know what’s going to happen now. 50% was like, ‘Oh my God’.”

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