How to Crash the Cultural Conversation Through Newsjacking

by Wegs, Chief Idea Officer According to the Digital Marketing Glossary, newsjacking may be defined as “the art of using news events or stories for marketing and advertising purposes.” The idea is to identify breaking stories and find a creative way to become a part of them. The Crème de la Crème—A Tale Between Two Cookies A term popularized by David Meerman Scott, newsjacking first came to prominence during the 2013 Super Bowl, when an unprecedented thirty-four minute power outage delayed the big game. While most brands were left as flat-footed as the players waiting for the game to resume,…

Comic Con Advertising: Don’t Just Dress To Impress

by Leirum Rivas, Copywriter and Emiro Echenagucia, Senior Art Director Some events can be a perfect fit for brands, but others present more of a challenge. It comes down to relevancy and finding a way to be useful or entertaining…especially when your brand wants to get the attention of 180,000 fans dressed as their favorite Comic, TV series or movie characters. This is where Comic Con advertising comes in.   What’s A Brand Like You Doing At Comic Con? At Dieste we’re always curious about all the places where brands can participate in a creative way. So this year we took…

Launching a Successful Influencer Marketing Strategy

by Alejandro Martinez, Director of Marketing Intelligence Influencer marketing is the latest marketing trend. According to Google, the keyword “influencer marketing” has experienced over 5000% growth in the past 5 years making it a “breakout” search term. A reason for its growing popularity is because as the world has shifted to social media, consumers look at their friends and social circles to inform their purchasing decisions. Consumers are skeptical of corporate ads and know that TV/movie celebrity endorsements can be purchased. They would rather listen to like-minded individuals and social media stars that are experts in their respective fields. Here’s a…

Everyday Latina Leaders Making a Difference: Meet Hazel Swayne

by Dannely Flores Kramer, Account Planning Director This is part of the Latina spotlight series, in which Dieste seeks to highlight the positive change and impact everyday Latina leaders are making in the U.S. In this edition, we meet Hazel Swayne and her Learning Gypsies Project. Nowadays, education transcends the walls of school classrooms; as learning takes place not only in school, but also at home, at the park, at the restaurant, the museum, everywhere. Technology has allowed us to learn more and faster and has given us unimaginable ways to learn. Ways that not only have benefited and improved our…

Gender Inequality: #Challengenow The Face Of Corporate America

by Carla Eboli, CMO Gender inequality and diversity are now part of a global conversation. A quick look at Google trends shows a significant increase in searches for the specific term “gender inequality” in the last five years. But the issue is far from seeing the light of a solution. For example: According to a recent analysis done by the non-profit organization Catalyst regarding gender diversity among S&P 500 companies, women currently hold only 4.6%   Gender Diversity in Advertising The problem is not different in the communications and advertising industries. Note that all of the CEOs at the six…

Hispanic Heritage Month: Celebrating the Diversity within Diversity

by Rubén Terrazas, Copy Editor/Translator National Hispanic Heritage Month is celebrated annually from September 15 to October 15. It recognizes the contributions of Hispanic and Latino Americans to the United States as well as celebrating their heritage and culture. Hispanic is a term that evokes wildly different reactions, but which hardly condenses the complete essence of the people it tries to describe. During National Hispanic Heritage Month, we tried to illustrate this point using one of the things that supposedly unites most Latinos: the Spanish language. With more than a dozen Spanish-speaking countries represented plus a handful of individuals hailing from…

Are We Teaching Cultural Empathy to Future Generations?

by Kevin Irelan, Brand Leadership When I was growing up, I moved around quite a bit. My father was in the Navy and our family was constantly getting relocated. As a young boy, and as I grew into a young man, I entered many different school systems. Now that I am older and I’m able to reflect on my experiences, I’ve realized that some people can be just plain mean. People will always tell you to be yourself but it feels like being yourself only leads to being judged by your peers at a time when we are striving to…

Why Nostalgia Advertising’s Future Will Look Back… With Nostalgia

by Rubén Terrazas, Copy Editor/Translator I pity the fool who wants to bank on nostalgia to create entertainment or market products and services 35 years from now. Nostalgia advertising is powerful. It packs everything we liked from a time gone by and sends tingles of goody-goody feelings down your spine, shoots them up your brain and straight into your heart. No wonder, then, that creators and creatives alike are banking on it to sell, market and entertain. However, will they be able to rely on this strategy in the future?   “Stranger Things” Hit All The Right Buttons If you haven’t…

Has Political Correctness Gone Too Far?

by Adeline Cruz-Phillips, Account Director 2016 continues to be a year for the records. Major events like the Olympics and U.S. presidential elections have us all at the edge of our seats. It’s a year in which influential people and brands alike have decided to say what they really think and act according to their values. This got me thinking about the influence of “political correctness” and how it affects us all, especially as we market our brands. Today, more than ever, politicians, brands and inviduals have to watch what they say for fear of being sued, fired or taken…

Everyday Latina Leaders Making a Difference: Meet Marina Cuesta

by Arianna Santiago – Planning Intern This is part of the Latinas spotlight series, in which Dieste seeks to highlight the positive change and impact everyday Latina leaders have in the U.S. In this edition we meet Marina, associate creative director at Dieste and participant in the “See It Be It” program at the 2016 Cannes Lions Festival. Summertime is Cannes time. Right before June, the advertising community gets their best work ready in hopes to compete at the Cannes Lions International Festival of Creativity. Some of the 2016 Grand Prix Lion winners were Harvey Nichols’ “Shoplifters,” REI’s “#OptOutside” campaign,…