My name is Ricardo Ortega, among other things visual communicator, branding consultant, and marketing expert. I have more than 10 years doing advertising locally in Panama, and for some clients in the US and Canada.
Philosophy of work: Brands should be more than interesting. They have to be engaging. To achieve this, I have developed a system to create advertisements and other forms of communications based in hierarchies of information. These hierarchies depend greatly upon two premises: What does my client want to achieve with this piece of communication? and What will motivate the target audience to act/think/feel/believe the way the client wants? These two questions should guide the creative process, media choices, and marketing strategies in general. Sounds simple, yet not that many clients or agencies act according to this.
