Jun'12/Caribbean Business

When It Close To Brands, Anything Is Possible

Alex Diaz from Caribbean Business profiles Saatchi & Saatchi's Puerto Rico agency and the journey brands take on the Path to Love. "Brands can take on the qualities of people in some cases and provoke love. We see it every day," said Erasto Freytes, president of advertising agency Badillo Nazca Saatchi & Saatchi. To get it, though, "you have to see it from the perspective of the customer who uses the product, more than the perspective of the company that makes it."

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