de la Cruz celebrates 37 years of progress, achievements and sustained growth

de la Cruz agency in San Juan Puerto Rico, affiliated with the multinational Ogilvy, celebrates more than three decades of vision, innovation and evolution in the communications, marketing and advertising industry. With 37 years to its credit, the agency expands its footprint by expanding its services and opening new offices. Also, it has added more awards to its extensive list of recognitions as a result of its broad creative vision and highlights its social role in the areas of diversity, equity and inclusion by receiving the certification of the Workplace Enlightenment program.

De la Cruz began its long career in 1985 on the balcony of the house of René de la Cruz, founder and Chairman of the board of directors. Throughout these 37 years, de la Cruz has attained many achievements, among them, the extension of the business to other markets. More than 20 years ago the agency opened an office in Miami with the purpose of reaching the Florida and Latin American market. Since this move, it has continued to grow, amplifying its range of services, emphasizing the search for creative and innovative solutions for its clients, focusing on the advantages offered by technology. “For 37 years we have had a vision focused on the needs of our clients, knowing the challenges they face and the goals they want to achieve. We study how best to serve them, embracing the changes brought by the industry, a process in which we have bet on the use of technology and data,” said Carlos Thompson, President, de la Cruz.

Incorporating the use of technology as a way to offer solutions that keep brands relevant gave de la Cruz its first Gold Lion at the Cannes Lions International Festival of Creativity in the Mobile category (Mobile Technology/mCommerce) for the digital tool developed by de la Cruz and SuperMax called The Eye Tracker. The idea was also recognized with two Bronze Lions in the Creative Commerce (User Experience) and Mobile (Mobile Website) categories. Along with these three Lions, de la Cruz also achieved four additional finalists (“shortlist”) in the Brand Experience and Activation, Direct and Media categories for a total of seven shortlists. The idea was selected as one of the ten best ideas of LATAM for 2022. As a result of these achievements, de la Cruz is ranked in the “top 25” of all agencies in Iberoamerica.

Photo caption: From left to right, Rafa Reina, chief creative officer and Carlos Thompson, president, de la Cruz.

Today de la Cruz also has operations in Colombia and has added to its portfolio of services the work of CRANT, a partner company of the agency dedicated to the creative application of “machine learning”. CRANT focuses its vision on the need for brands to measure and analyze large amounts of data: Big data, Technology (AI) and DEI. The main focus of the use of these resources is the potential development of the brands. The evolution of the needs of brands has brought new challenges that demonstrate that DEI has to be a vital part and central component of brands, not isolated departments or programs. In this sense, the DEI Tracker, created by CRANT, has been essential in identifying aspects conducive to turning brands into agents of change, using the information related to the DEI index of each brand and brand love, among other aspects to develop their marketing plans.

On the other hand, de la Cruz recently obtained the Workplace Enlightenment certification granted by the 4As (American Association of Advertising Agencies) and is today the only agency in Puerto Rico and Latin America to have it. The program is designed to move organizations to achieve the highest standards of diversity, equity and inclusion. “During the past few months, we have participated in the Workplace Enlightenment certification program workshops. We are proud that the certification recognizes our commitment and integration into a movement that promotes the identification and elimination of inclusion barriers. Companies that promote diversity and equity are more efficient and profitable. Diverse thinking among team members leads to greater creativity, better performance and a healthier environment,” added Thompson.

René de la Cruz highlighted that “since we began our mission 37 years ago, we have worked consistently, always focused on offering the most effective business solutions for our business partners. Keeping up with all developments has been key to meeting their needs, thus demonstrating our role as leaders in the industry.”

From its new open space and, facing the new scenario that the industry is experiencing, de la Cruz continues to innovate and evaluate the best resources that facilitate creative and business solutions of excellence, keeping present the use of technology and data in conjunction with diverse agency talent.