Скачать или смотреть Marketing Creativity with DDB strategist Juan Isaza

On this episode of Looking Outside we explore the intersection of creativity with marketing and what it takes to take a good brand to a great brand. Joining us is marketing and strategy leader, Juan Isaza, Chief strategy officer at DDB Latina, and Head of Brand and Social Media Strategy at creative agency 14.

Timecodes | jump straight to it
0:00 - Intro
0:47 - Who is Juan Isaza?
2:23 - Traveling to discover different cultures
7:32 - Journalism and uncovering a great story
10:42 - Stories that keep people's attention
12:13 - Leveraging the power of emotion
14:38 - Navigating sensitive social topics
18:45 - Brand purpose vs brand action
20:43 - Stereotyping and shallow campaigns
23:36 - Diversity and inclusion in the advertising process
27:40 - Freedom to be yourself in the workplace
29:10 - Navigating cultural contexts
32:04 - Commercializing creativity
36:31 - The creativity deficit in advertising
40:57 - Experimenting with content
42:57 - User-generated content
44:57 - Spontaneity in creativity
46:30 - Juan's Trend Reports
48:50 - How Juan looks outside

While today Juan is an award winning strategist and experienced marketer, he didn’t start in the field. Ever since he was seven years old, Juan wanted to be a journalist. But having done a stint at a Columbian newspaper, after studying journalism and communications, he saw quickly that his love of uncovering great stories and telling them in a compelling way was better served in the world of advertising.

Juan shares how his journalism background helps him in strategy; particularly in being resourceful and telling engaging stories that hook the audience. But equally in telling better stories about people, by discovering them in unexpected places. Juan says this ability to find the emotive connection with culture is the biggest shift in communication taking place, and is a fruitful space for marketing.

But it’s not necessarily easy. Jo and Juan discuss how brands are operating in emotional battle fields right now within which they can get caught on the "wrong" side or in the middle. Juan’s advice to brands is not to talk unless you have the credentials for it, based on actions already taken. This is the reason consumers are getting tired of brands meddling in political or social issues, Juan says, and just because they don’t want brands to get involved in politics doesn’t mean they don’t want brands to do good things for society. “Your best cause is the thing you’re living inside your company,” Juan stresses.

Juan also shares his personal reflections of culture in the advertising world, where stereotyping still happens and freedoms can be inhibited. He says a lot of work is still to be done, and it needs to start with empathy, understanding and in-room representation. It’s part of the reason why Juan won DEI person of the year from the New York Festival for his work managing DDB Mexico, and it can – as the proof shows – lead to greater creativity.

Juan and Jo discuss the formula for successful campaigns, and the need for brands to leverage the power of creativity in their content, by opening themselves to more experimentation. Juan has seen a positive move over time towards long term brand building, without compromising short term measurement metrics, but stresses that the old school thinking of marketers in trying to control every aspect of their brand and planning every element of how their brand will show up, limits their ability to inject spontaneity into their work – a key element of creative marketing.

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Hosted by Joanna Lepore. All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2024. Theme song by Azteca X.

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