After nearly 10 years at Grupo Gallegos, first as creative director and then executive creative director, Juan Pablo Oubina embarks on a new chapter in his career, recently hired as executive creative director at Deutsch LA’s Hispanic marketing practice, DLAtino, where he will be working for such clients as Taco Bell, Dr Pepper Snapple Group, 7UP and Georgia Pacific’s Angel Soft.
During his Grupo Gallegos tenure, Oubina oversaw Energizer, Comcast and California Milk Processor Board, among other accounts. He also formed a close working relationship at that agency with Montse Barrena, partner/group account director. That collaborative rapport now continues as Barrena has come aboard DLAtino along with him. She assumes the role of executive VP/group account director at the Deutsch shop.
Deutsch LA launched DLAtino in 2013 upon recognizing a larger need within the marketplace for a full service general market agency that could offer a truly strategic, yet integrated Latino marketing practice. DLAtino provides brands the opportunity to tap into big agency resources to reach the Hispanic audience in strategic and nuanced ways. In little more than a year, DLAtino has turned out successful Latino-focused campaigns to complement general market efforts for brands including 7UP, Dr Pepper and Taco Bell.
Prior to Grupo Gallegos, Oubina spent a combined eight years at Casanova and Casanova Pendrill, starting out as a writer and exiting as a creative director, turning out notable work for the likes of DirecTV and Xbox. Over the years, Oubina’s work has earned recognition at Cannes, the CLIOs, FIAP, the London Festival and the EFFIE Awards.
SHOOT: What drew you to DLAtino?
Oubina: I’m attracted to the opportunity to do great work and Deutsch is a great place for that. I’m a creative first, not a Hispanic creative. The agency values that and at the same time they value and know the importance of the Hispanic market, which is my specialty. The industry is evolving in a multicultural direction and the agency realizes it needs to evolve in that way.
Also drawing me here was Montse [Barrena] coming here along with me. When you are taking on a big challenge, it’s important to have someone you trust. Montse is really smart and a person who appreciates creativity. We have a good professional relationship and have collaborated on great work for the likes of Energizer. She’s an important part of why I decided to join Deutsch.
SHOOT: When we talked back when you were at Grupo Gallegos, you stressed the importance of “one brand, one personality, one tone,” citing the agency’s work for the California Milk Processor Board. Instead of ignoring the mainstream “got milk?” campaign, you embraced it, creating a consistency for the client in brand personality across the English and Spanish-language divide. You created work that was more simpatico with the lighthearted tone and special brand of humor that Goodby, Silverstein & Partners had been so successful with via “got milk?” Does that same philosophy and approach apply to what you hope to accomplish at DLAtino?
Oubina: Yes. There are brands who do completely different campaigns for the Hispanic market than what they’re doing in the mainstream market. In these cases, you have brands projecting a different tone, a different personality, a different position in the overall marketplace. That can be confusing. A brand should have a strong personality and identity–and your work has to be true to that across the board.
I have long believed in “one brand, one personality, one tone.” Now I can add to that list “one agency.” Deutsch LA and DLAtino are together with their best people sitting at the same table, participating in the same conversation as we explore what we need to do for each brand. Some brands and agencies don’t get the importance of this. Hispanic is at the same table as the rest of the campaign at Deutsch. Creative is being discussed in that context–one brand, one personality, one tone, one agency.
SHOOT: You had a long tenure at Grupo Gallegos in L.A. What does your experience there now enable you to bring to Deutsch and DLAtino?
Oubina: When I first joined Grupo Gallegos, it was a small agency. We had about 15 or 20 people. We ended up being more than 100 people and doing great work for different clients across different platforms. Among the most important things we did there was to meaningfully incorporate digital into the campaign equation. I was fortunate enough to be an important part of that. I also had a hand in opening an agency office in Argentina and then a content division at Grupo Gallegos. We branched out into all kinds of content, such as producing a documentary and series webisodes. The lessons learned from successfully moving into new areas can only help me at Deutsch.
SHOOT: What are the biggest challenges you face in your new role at DLAtino?
Oubina: The main first challenge is to truly become part of the agency’s culture. It’s a two-way process where I learn about Deutsch and they learn about me. To do this, you share ideas and thoughts. And as you define and become part of the creative culture here, you are better positioned to keep producing amazing work. I’m excited about what we will build here and the work we will create.
