A Look Inside The Creative Mind of Orcí

AdForum discusses life advice + creative process with Executive Creative Director, Juan José Quintana, from Orcí, the largest independent Hispanic advertising agency.

With Hispanic Heritage Month coming to a close on October 15th, we couldn't help but end the month a little late with Executive Creative Director (and now chef!) Juan José Quintana, from Orcí.

1. First things first, what is the best part of your job at Orci?
The best part of working at Orci is that I have the opportunity of working with a group of very talented individuals and clients, with different levels of experience, backgrounds, and ethnicities. We have a lot of fun here!

2. You moved from Mexico to America, how old were you and what were you most curious about when moving to a new country?
I was 27 years old. I was already a CD in my country and the very first thing that I loved about working here was knowing advertising for the Hispanic market is unique. It does not imitate any other advertising segments. When you work in other regions, advertising often times mirrors the advertising from other countries. Here, advertising for the US Latino market has its own identity. I love that it is a way to connect communities, and in some instances, provide basic information to help people navigate through the immigration experience.

3. What has been one of the most memorable campaigns you have worked on?
There are several of them. I have been a part of big projects that launched brands, like Verizon and Honda, into the US Hispanic market. I also led the first Bicultural campaign for Comcast. But there are many small projects for pro-bono campaigns that gave my team and I great satisfaction.

4. What advice would you have for young professionals looking to fill a ‘Creative Director’ role one day?
I’d say always keep the love and curiosity for the creative process. Feel free to write, design, visualize, and produce, but to keep in mind that the agency is still a business. Learn how to manage processes, clients, people, budgets and how to sell ideas. Lastly, always respect and admire your target audience.

5. In your opinion, what is the largest advertising challenge facing creatives today?
Technology and the endless new platforms that we have to learn to create on to deliver meaningful and impactful messages. It’s a challenge!

6. What does your creative process look like?
It starts by working with our planners and a brief; knowing all details of our product and defining our target audience. Then, we brainstorm overall big concepts and select the most relevant ideas. Based on the big idea, we start developing each deliverable

7. Looks like you are also a certified chef! Why did you pursue this? What do you most enjoy making?
I’ve always loved food, but it became more and more important when I moved to the States. Food is creativity, fun, and an experience. I love that the results are immediate (whether they like it or not) and always bring people together.