3 years ago
Avianca Airlines has selected DDB Latina to manage its global strategy and creative work.
The agency review process, which began in October last year, involved multiple agencies from Latin America, Spain and the United States, and included not only the airline’s brand but also Avianca Cargo and Deprisa. The decentralised pitch not only tested the agencies' strategic, creative and operational capacity, but also their responsiveness and adaptability.
“Avianca’s pitch in Colombia was like a trip to the moon during the space race in the ‘60s. Everyone wanted to get there, but it wasn’t easy. We worked hard, fast and smart. We found incredible insights and translated them into surprising and innovative ideas based on data and technology, which managed to connect with each of the clients who evaluated our work. I am excited to see the welcome that Colombia and Avianca have given me, but, above all, to look back and realise what our team has achieved in such a short time,” stated Borja de la Plaza, CEO of DDB Colombia Group, who coordinated the entire process from the onset with DDB Latina’s network, and in particular with Fahrenheit DDB.
Fahrenheit DDB will lead the markets in Peru, Brazil and the rest of South America, while DDB Colombia will lead the global business, and focus on the Colombian and European markets.
Jorge Becerra, VP of Brand Strategy and Business from the DDB Group in Colombia, stated: “The challenges facing Avianca and an increasingly aggressive competition served as an invitation to seek a new and fresh point of view for the brand that, while respecting its foundation, will take it a step forward."
Avianca's global business will be serviced from DDB’s headquarters in Bogota, under the leadership of Joanna Safi, Vice President of Innovation & Data and Leo Macias, Chief Creative Officer, who, along with Jorge Becerra and Borja de la Plaza, manage DDB Colombia Group.
"Returning to my country after so many years and conquering the most important brand in Colombia is cause for much joy and pride. With the innovation we are injecting into our creative product we are going to bring Avianca even higher," shared Leo Macias, Chief Creative Officer at DDB Colombia Group.
Meanwhile, Avianca Cargo and Deprisa also chose DDB.
"The needs of these two businesses differ substantially from those of Avianca. We study each of the brands in their essence as well as circumstances, consumer, competition, market, budgets and work dynamics. I think we were able to understand what each one was looking for, finding highly creative and differentiated solutions that customers identified with,” added Borja de la Plaza, CEO of DDB Colombia Group.
"We are very proud of this great achievement and of the team that made it possible to add Avianca to the global clients of DDB Latina," shared Juan Carlos Ortiz, President of DDB Latina.
Categories: Airlines, TravelDDB Latina, 3 years ago