DDB gives birth to a regional Tribe (via La Prensa Gráfica)

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DDB gives birth to a regional Tribe

The advertising firm DDB Worldwide created, together with other regional agencies, a network with which it seeks to be one of the most influential advertising agencies in Central America.

Written by Lizbeth Ulett
Saturday, 17 April 2010

“This partnership is a shared dream that will allow us to grow.”

María Coralia Moreno, general manager Tribu DDB El Salvador.

I am sure that soon we will be the most influential agency in the region.”

Jorge Oller, president Tribu DDB C.R.

After terminating its operations with Costa Rican agency Garnier, U.S.-based multinational advertising agency DDB Worldwide took a huge step forward in its quest to consolidate itself as a regional agency and have greater influence in the isthmus.

DDB’s plan began to take shape in April 2009, with the help of María Coralia Moreno, the current manager of Tribu DDB El Salvador, who had worked with the multinational when it still had its alliance with Garnier.

Then came the idea of creating a partnership with the Costa Rican company Tribu, one of the largest in the country, with which Moreno felt there was a shared vision.

In a replica of this model launched on Costa Rican soil, DDB spun partnerships with the agencies Rochac y Molina, from El Salvador, K2 Comunicaciones from Honduras, Taier from Guatemala, and created an ad hoc agency in Panama, with which the company consolidated a regional network called Tribu DDB, which will report hierarchically to DDB Latina.

With this operation, the firm obtained shares in the Central American agencies. These agencies will work together in a coordinated manner, although with a certain degree of independence per country, to create synergies under the multinational’s experience. “It’s as if it were a federated republic,” sums up Tribu Costa Rica’s president, Jorge Oller.

In fact, its executives are already experiencing the benefits of this alliance. According to Oller, since DDB arrived, everything has changed, “from the way of working and planning, the use of new technology and techniques, to how to generate creativity”.

For Moreno, the merger is a revolution, since there had been no new regional advertising agencies in 15 years. From his point of view, this will differentiate them from other agencies in the region that still work in isolation in different countries. “Our strength is that we work as a real team,” he says.

To celebrate this marriage, Tribu DDB held, last Tuesday and Wednesday in the Costa Rican capital, a series of conferences given by Juan Carlos Ortiz, president of DDB Latina, and Sergio Valente, president of DM9 DDB Brazil. These talks were repeated on Thursday in Guatemala City.

Although the formal launch is taking place until now, all agencies began working under the new regulations since early January.

Oller hopes that in Nicaragua, the only country where they do not yet have a presence, a negotiation agreement will be reached in the coming days.

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DDB da a luz a una Tribu regional - La Prensa Grafica - Noticias de El SalvadorPhotos by LA PRENSA/Lizbeth Ulett

DDB da a luz a una Tribu regional - La Prensa Grafica - Noticias de El SalvadorPhotos by LA PRENSA/Lizbeth Ulett

DDB da a luz a una Tribu regional - La Prensa Grafica - Noticias de El SalvadorPhotos by LA PRENSA/Lizbeth Ulett

DDB da a luz a una Tribu regional - La Prensa Grafica - Noticias de El Salvador
Photos by LA PRENSA/Lizbeth Ulett

Posted via web from joller’s posterous

ⓘ This post has been automatically translated from Spanish using DeepL API.

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