PROVOKE WEEKLY

THE DIARY OF MULTICULTURAL AMERICA

Demographically. Culturally. Technologically. Creatively. America is always reinventing itself.
Moving forward, the changing face of America is becoming more multicultural. And at Dieste,
we find that exciting. Because 1 + 1 = 3. The old, the new and the fresh combinations that they make
together. This is the stuff that Provoke Weekly delivers. In snackable, shareable slices for anyone
looking to be entertained & inspired.

 

Marketing Mistakes That Will Turn Off Your Bicultural Audience

By Monica Gonzalez Padilla, Social Media Intern This is part of the “New Latino Identity” series, in which Dieste explores how Latinos define themselves through factors like geography, language, gender and social norms. We aim to uncover the tension points that are forcing Latinos to shed their labels and opt for fluid expressions of their identity. Most people, especially Hispanics who are considered bicultural today, can recall the little girl from the Old El Paso commercial whose memorable line: “¿Por qué no los dos?” became an internet meme and solved the most difficult question for taco lovers – soft or…

How To Master Storytelling And Rise Above The Noise

By Ashley Dieste, Intern (Author) and Tony Dieste, Chairman (Contributor) Today’s digital world has expanded storytelling through devices, platforms, and channels where consumers are exposed to thousands of messages a day. People and brands are posting, sharing and delivering messages at an astonishing rate. But the question is… are we – the consumer – listening? Or is it just noise? How To Break Through With Video The marketing and media landscape has never been more cluttered, and breaking through this morass of messaging noise has never more difficult. Effective storytelling, and the ability to be emotive, or provide utility, has become…

LGBTQ Marketing In A Gender-Fluid Internet Age

By Damian Balderrama, Art Director Intern and Elizabeth Guevara, Copywriting Intern This is part of the “New Latino Identity” series, in which Dieste explores how Latinos define themselves through factors like geography, language, social norms, and in this instance – gender fluid identities. We aim to uncover the tension points that are forcing Latinos to shed their labels and opt for fluid expressions of their identity. The Internet has ushered an era of unprecedented gender fluidity. Last time we checked, Facebook had nearly 60 definitions of gender available to users. It’s ironic that the online world of zeros and ones…

Why Your Digital Strategy Should Take Customers Away From The Screen

by Adeline Cruz-Phillips, Account Director & Elizabeth Guevara, Copywriting Intern There was a time when simply hanging out with your family watching a movie or having dinnertime was quality time. Today, clients need a robust digital strategy to survive in a world full of smartphones and tablets where it’s getting harder to connect to something that doesn’t require a charger. Remember those times when we used to speak to each other instead of gazing down at our phone to see who texted us? It brings to mind the importance of family time which allowed us to bond and pass on…

Everyday Latina Leaders Making a Difference: Meet Pamela Torres

by Arianna Santiago – Planning Intern 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 Pamela Torres of ArTradition Purpose Market. If you visited a mom-and-pop shop, or a local up-and-coming business in the last few weeks, chances are it was Latino-owned. Many store-goers don’t know that out of the almost 28 million small businesses in the U.S., 3.3 million are owned by Latinos, and 86% of the growth in all small businesses between 2007-2012 can be…

Advertising In Spanish: How To Adapt Creative And Stay Relevant

Advertising In Spanish: How To Adapt Creative And Stay Relevant By Leirum Rivas, Copywriter   “Me tenías un hola” – “You had me at hello” Quote from Jerry Maguire movie -1996 If you come from a bilingual background, one of the biggest “mysteries” you’ve probably encountered is crazy movie translations as they get adapted to a different audience. While it might sound like a simple task, adaptation is one of the most complex efforts we face when advertising in Spanish, trying to successfully reach a specific market. It’s Ok To Translate, But Not From Google Growing up with a bilingual formation,…

Everyday Latina Leaders Making a Difference: Meet Susan Jaramillo

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 Latinas are making in the U.S. In this edition we meet Susan Jaramillo from Canticos World. After visiting Susan Jaramillo’s website CanticosWorld, which features bilingual educational tools aimed at toddlers, we were humming the adorable phrase “Pío Pío” for a good two hours. In my household, I grew up with both the children’s song “Twinkle Twinkle Little Star” AND the Latino nursery rhyme “Los Pollitos Dicen.” This is true for about 60% U.S. adult…

Shifting Identities: Hispanic vs. Latino vs. Latinx

By Gabriela Sosa,  Social Media Coordinator  We’re launching the “New Latino Identity” series, in which Dieste takes on the transformational shift in how Latinos define themselves. Through the lens of factors like geography, language, gender and social norms; we will aim to uncover the points of tension that are forcing Latinos to shed their labels and opt for fluid expressions of their identity. While the rest of the world was slowly coming to the realization that Hispanic and Latino are in-fact not the same thing, it seems more nuances in the way people from Latin America (or with ties to a Latin…

Young Creatives Win Ad Age Cover Contest 2016 Cannes Edition

This week, we interviewed our very own Nicholas Ross and Nicole Hamilton who won this year’s Ad Age Cover Contest for the Cannes edition on their creative inspiration.     If a single word can describe what really moves consumers nowadays, we’d say “experiential”. What they have in common is an engaging component, or aspect, that allowed consumers to be part of them. Unforgettable campaigns involved and added value to consumers, leading to a more rewarding experience than the traditional “contemplation”, “one-way campaigns” that ran our creative industry for many decades. “Experience the cover” was the idea behind the winning…

Everyday Latina Leaders Making a Difference: Meet Lola Dweck

by Gabriela Gonzalez, Planning Director Today’s Latinas are promoting positive change, fueling economic growth and personal advancement with their limitless drive and energy. And they do it utilizing their 200% identity – fully Latinas and fully Americans – to lead, create and express their unique vision. In an effort to better understand them, we requested story submissions from Latina leaders to serve as an example for brands and marketers eager to connect with them. In this edition, we meet Lola Dweck, from Lola’s Cocina blog. We’ll learn how Lola’s desire to preserve her grandma’s recipes led her to launch her successful blog, which then opened…