ADLATINA. March 18, 2010 COSTA RICA: TRIBU DDB WAS AGENCY OF THE YEAR AT THE VOLCANO FESTIVAL
“Stimulating competitiveness in our markets is essential to win abroad”.
The president of Tribu DDB Costa Rica reflected on the reality of regional creativity, with an eye on an expansion to be realized in 2010. “It will be the year of the installation of the most influential network of agencies in the region,” he said.
In the photo, from back to front: Jorge Oller, Pablo Chaves, Javier Mora, Diego García, Joaquín Brenes and Rogelio Umaña.“Kites are beautiful, but they disappear in an instant. We want to be the most influential agency in our region and repeating as agency of the year is a firm step in that direction.” Jorge Oller, president of Tribu DDB, explained the feeling he experienced when he won the top award at the last edition of the Volcán Festival.
However, looking to the future, he assured: “Tribu DDB is today a winning creative agency, product of more than 21 years of competition at full passion. In fact, we have never been afraid of competition, and although we don’t like to lose at all, it took us many defeats to reach this moment of resounding success. Now we are focused on the Caribbean, FIAP, Antigua, Cannes…”.
Beyond the winning creative work, the executive highlights that 50 finalists were achieved with 10 different clients and golds in both Radio and Interactive, demonstrating integral creativity and commitment in all areas. “The truth is, it was a round business,” he explained.
Thinking about the expansion in Central America, Oller listed: “We opened agencies in El Salvador, Honduras and Panama, as well as created a new version of agency with taier / Tribu DDB in Guatemala. For this year we will go to Nicaragua, and with that, 2010 will be the year of the installation of the most influential agency network in the region”.
To fight this battle, the agency will have to overcome several challenges, as regional competition grows in intensity. “The Volcano, Caribbean and Antigua scenarios are just a sample of what happens every day in our countries, between our brand, our people and our clients. At Tribu DDB we are focused on being among the winning agencies and for that we don’t need to lose other agencies”, he defines. What at first might seem contradictory, makes sense when the president clarifies: “I am convinced that we win more if we all win, focused on adding creative value, on making our contributions count, on doing what no one imagined possible and achieving it in an inspiring and influential way. At the end of 2010, we will surely be grateful and celebrating the success of having joined Tribu and DDB”.
At the Volcán Festival, there was something to talk about, given that several agencies opted not to participate in the contest. In the context of regional development, Oller is very hard on these entities: “They failed in their attempt to weaken the competition, and they were very successful in showing their shortcomings and weaknesses. Stimulating competitiveness in our markets is essential to win at international festivals, and even more so for the creative work we owe to our brands. However, I interpret the absence of these few agencies as a slight cold without any consequences to regret”. For all these reasons, he believes: “For 2011, the Volcano will once again be the scene of fierce competition among the best creative teams in Costa Rica and Central America. As far as Tribu is concerned, it has been a wonderful way to say to our new partners: Hello DDB!
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