The Key to Growth Is Empowering Individuals

Javier Ducuara became the brand and business leader for DDB Colombia four years ago, and has been managing director at TracyLocke Colombia for over a year. Describing this period as “truly transformative” he tells LBB that his dual role has allowed for his teammates and leaders from both sides to have a profound effect on his approach to creative leadership.

Previously working in the Colombian market as an account director for both BBDO and Leo Burnett, Javier’s focus now lies within “breathing life into powerful ideas”, resolving consumers’ problems and establishing meaningful brand connections for DDB across ATL, digital, shopper and experiential lanes of marketing.

“An idea without results is just that - an idea,” he says. “It's at this juncture that both [of my] roles converge most significantly. When, as a team, we bring out ideas to life beyond the keynote, ensuring they resonate with exceptional impact, deliver tangible results and persist in memory across various executions, experiences, media platforms and formats.”

Speaking with LBB’s Ben Conway, he discusses his double duties, the challenges that he’s navigating in the Colombian market, and the people and projects that have helped shape his career to date.

LBB> What were some of your formative experiences at your previous roles? Who were the leaders you looked up to and learned from?

Javier> Leo Burnett was more than just a workplace for me - it was where I forged a profound connection with creativity. Following Mr. Burnett's timeless wisdom, 'When you reach for the stars, you may not quite get one, but you won't come up with a handful of mud either', I decided to embrace the role of an accounts professional dedicated to bringing ideas to life. I endeavoured to infuse my approach with heightened sensitivity, a deeper creative understanding and an almost obsessive passion for creativity itself. My time at Leo was proof of the fact that, indeed, I didn't come up with a handful of mud.

There, I had the privilege of working alongside exceptional leaders and partners such as Olga Lucia Villegas 'Luchis', Christine Saouda, Mauricio Sarmiento, Rafa Reina, and Andrea Merizalde, among others. 

Transitioning to Sancho BBDO marked a new chapter where I honed my strategic skills. The leadership of individuals like Carlos Felipe Arango, Marcelo Arango, and Andrés Carvajal elevated my understanding of strategy, creativity and business results. In this dynamic environment, I learned the art of 'fighting' in the realm of business - how a strategic approach can rescue an idea and, conversely, how a powerful idea can complement a strategic initiative. They imparted invaluable lessons in negotiation and business skills that I carry with me always.

LBB> At DDB, who are the peers and mentors you admire? How have they shaped your leadership style?

Javier> I hold immense admiration for the 500+ individuals I have the privilege of working alongside at DDB Colombia. Each one of them is a relentless partner, dedicating themselves daily to achieving our goals and conquering every challenge, whether it's a 'simple post' or the pursuit of the most powerful ideas. Their collective dedication is truly remarkable.

In particular, I would like to highlight three individuals who have played pivotal roles in shaping the leader I am today. First and foremost, John Raul [‘Johnra’] Forero, our president and CCO. Our journey at DDB began simultaneously; I was the first hire he made upon joining the agency.

I admired John not only for his impressive work and the recognition across several creativity festivals but also for the visionary ideas he championed. During our initial interview, he used these exact words that resonated with me: 'We are going to make history'. And over three years, we worked together to achieve this ambitious goal. In 2023, we made history in Colombia, establishing DDB as the most creative and effective agency at several creativity and effectiveness festivals, globally, locally and regionally. John has been the captain of the ship that brought us to this point, steering us towards greatness and working tirelessly to elevate our clients' businesses with culturally relevant ideas. It's an honour to call him my friend.

On the other hand, Xavier Serrano, our CEO, arrived at DDB a year ago and has been not just a support during my transition to managing director but also the compass that gives me advice every day on how to integrate and manage different aspects to achieve success in both roles. His remarkable vision of developing people, business and product leaves me with valuable lessons every day. He has played a crucial role in shaping the agency's position today, with a clear focus on growth by developing more skills and knowledge, and expanding business horizons.

Finally, Adriana Taborda, former executive VP, gave me the opportunity to be here today. She provided strong foundations on how to resolve problems, always maintaining composure and a smart approach to different profiles and ways of thinking. She kept us focused on what’s important, always placing goals and KPIs in front to make our ideas not just relevant but enjoyable to pursue.

Thank you, Johnra, Xavi and Adri, for being alongside me all these years.

LBB> How would you describe your leadership style?

Javier> It's always challenging to discuss one's own performance - it's the impressions of others that matter most. I lead by example, fostering a work environment where individuals are empowered in their roles. Similar to a soccer coach who understands each player to create winning strategies, I take the time to comprehend people's feelings, skills and ways of thinking.

My approach is centred around creating powerful integrations and recognising the relevance of each team member. I believe in empowering individuals to understand their significance in achieving our collective goals. I see my role as that of a connector, much like a coach unifying players into a cohesive team rather than working in isolated silos. Building strong connections and collaborative teams is at the heart of my leadership philosophy.

LBB> What experience or moment gave you your biggest lesson in leadership?

Javier> When I assumed the management of TracyLocke Colombia, a pivotal decision was made to amalgamate three business units into one, encompassing shopper and trade marketing, experiential marketing, and content. Navigating this change required not only articulating a new vision but also ensuring that the team embraced and committed to this new business unit. It became crucial for individuals not only to feel comfortable but also deeply committed to the collective success of the new structure. 

This journey taught me invaluable lessons in leadership, emphasising the importance of fostering connection and instilling a shared sense of purpose. I recognised the significance of cultivating a team that, despite any uncertainties, possessed the capability to approach both new and existing business endeavours with heightened expertise. The key to growth lies not only in alleviating doubts but in empowering individuals to understand the profound impact their expertise could have on our collective success.

LBB> What are some of your proudest accomplishments and moments from 2023? What are you looking forward to achieving in 2024?

Javier> 2023 was nothing short of tremendous. My aim in 2024 is to surpass the achievements of the past twelve months. One of the highlights of 2023 was the privilege of showcasing the work of AB InBev's team at prestigious creativity and effectiveness festivals such as Cannes Lions, One Show, D&AD, el Dorado, el Ojo de Iberoamérica, The Drum, YouTube, LIA, Effie Colombia/Latam and the Immortal Awards. To have garnered 74 recognitions so far is a remarkable accomplishment, for me and the incredible teams I have had the opportunity to work with.

At TracyLocke, we created and executed work that has left a lasting imprint. Our efforts have positioned TracyLocke as the go-to partner for creatives and clients' teams seeking to craft stories alongside consumer journeys. This achievement is something I take great pride in, and I look forward to building on this success this year.

LBB> Have you ever felt like you've failed whilst in charge? How did you address the issue and what did you learn from it?

Javier> A lot of times! Failure is a constant companion on our journey, an unavoidable challenge that awaits us at various turns. Navigating through these moments becomes considerably more manageable when we recognise the value of a robust network, comprised of leaders, teams and co-workers. It's crucial to bear in mind that these challenges are not only more bearable but also surmountable when we have someone to rely on - someone standing by our side to offer support and fortify our resolve. In the face of obstacles, a strong network becomes not just beneficial, but essential.

LBB> What are some of the biggest challenges facing the Colombian creative industry right now? How are you leading your teams through these challenges?

Javier> With several clients reducing budgets, it's imperative for us to be both smart and responsible in how we leverage the available resources. Our focus extends beyond traditional ideas or scripts; we strive to develop creative solutions that leave a lasting impact on culture. These solutions are crafted to yield outstanding results through cross-media executions, experiences and multi-channel strategies, reaching broader audiences.

Our goal is to make a meaningful impact through paid media as well as earned media, maximising the reach and effectiveness of our efforts. 

LBB> What is the best piece of advice you would give to an aspiring creative leader?

Javier> Understand that you can never do it alone.