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 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.

Talk to Me in Spanglish: Spanglish in the Advertising Industry

By Alissa Llort, Planning Intern   Today, Hispanics in the US are speaking more English than before, but at the same time the use of Spanish is as high as ever, with 37 million Hispanics 5 years or older speaking Spanish at home (Pew Research) Many are growing up as skillful bilinguals, blending both native tongues to meet their needs in every situation. The transition is seamless, as their brains automatically switch from one language to the other. Speaking a mix of both enables them to express themselves in ways that better represent their everyday experiences. When it comes to advertising, one…

Stereotypes vs. Insights

By Alejandro Martinez, Director, Market Intelligence  This is the story of two advertising approaches. The first one is your typical ad relying on stereotypes to promote a product or service. Think of Hispanics eating guacamole, watching soccer, mariachis playing in the background, chihuahuas, and so on–I’m sure you’ve seen plenty of examples. The second approach uses insights to connect culture and traditions with food, weaving it into the story of Hispanics who are growing up or raising children in the U.S., and balancing two different cultures in one household. The first approach really doesn’t touch the heart, and more likely…

Sweet Tooth Hotel: Art Pop-Ups Can Be Sweet

By María Yolisma García, Social Media Assistant Account Executive I recently visited the highly anticipated pop-up exhibit Sweet Tooth Hotel, an immersive exhibit that sends their guests on a sweet trip. The exhibit contained installations by local artists such as Jeremy Biggers, Built by Bender, Jojo Chuang, Chelsea Delzell and Shamsy Roomiani. The carefully curated space includes interactive rooms and perfect backdrops for that double-tap worthy post. Lately, a wave of pop up galleries has been attracting influencers, aspiring influencers and every-day people looking for that perfect shot for their carefully curated Instagram feeds. These engaging and out-of-the-box exhibits have…

Here’s to Our Health: Healthcare Needs and Drivers of Multicultural Consumers

fBy Gabi Reynolds, Account Planner When is a total market approach appropriate? Can there ever be a total market approach to health care, i.e, a “one size fits all” that succeeds in helping a variety of ethnic groups?   Recently, at the annual macro trends conference, Iconosphere, one of the most notable presentations focused on how advertisers and marketers can close the cultural health gap. It involves messaging to a multicultural consumer population that accounts for a whopping $1.3 trillion in [healthcare] spending. Access to essential yet affordable healthcare coverage has been an overwhelming challenge for the vast majority of…

4 Things to Know About Asian Markets Growing in Dallas

By Leirum Rivas, Copywriter A lot is being said about the steady growth of Asian “micro-towns” across the country. But when you see this at a macro level, with other growing Latino and Middle Eastern communities, the core of this is the rise of diversity. The way of intertwined cultures, sharing and mingling more every day. From a local perspective, the growing Asian markets in Dallas are not only a reflection of the growing Asian population, but also a response to an audience who strives for new culinary experiences and exploring choices. People across ethnicities and races are looking for…

Women Who Raise Their Voice Create Echoes

By Maria Garcia, Social Media Video by Tony Pacheco, Sr. Producer As we finalized the month of March we also recognized the continued accomplishments and strides that women have made throughout history. More importantly, we wanted to shine a light on what some of the women at Dieste thought of when asked about women who ground them and words they look for during difficult times. We sat down with a few of our very down Dieste women to talk a bit on what they think about women in our industry. We learned that each woman brings with her an experience…

Millennial Travelers No Longer Travel Alone

By Sandy Auren, Sr. Account Planner What comes to mind when you first hear the words millennial and traveler? Does your mind automatically get the picture of a 20 something-year-old getting knee deep in artisanal beer and backpacking their way to Budapest? That generalization may no longer be true. Think about it, millennials have grown up, and have the money and the will to spend on travel, but they’re no longer traveling alone. Today 57% of all millennial women are moms and 43% of all millennial men are fathers. Despite the growth of responsibilities, a millennial’s desire to travel, and…

Generation Z: I’ve Got This

By Danny Villanueva, Group Director For the last several weeks, Provoke Weekly has devoted some due perspective to the movements of inclusion, empowerment and representation for women in leadership in the world of business and marketing. As I’m a father of two young women, the editors of PW thought that I may have a unique perspective, particularly one that I could share through the filter of my daughters’ eyes. So while Miranda, my oldest at 20, is home from university on spring break, and Sara, a 16-year-old sophomore in high school, is just home because I asked nicely, I sat with…

More Diversity in Our Workplace, Better Representation in Our Work

By Rocio Ramirez, Sr. Art Director As an art director, I don’t often struggle with how to visually bring an idea to life. However, when it comes to the writing part, I still often find myself at a loss for words (thank God for copywriters, right?). So, as I find myself googling “how to write a short article,” I am reminded of two weeks ago, when I spent the evening surrounded by some of the leading women in advertising. I was fortunate enough to attend the Cannes Lions See It Be It: New York Edition. See It Be It is…

Gender Parity Is Good for the Business: How to Accelerate Gender Parity Within Organizations

By Carla Eboli, CMO A study developed by the World Economic Forum shows that at the present-day rate of advancement, the overall gender gap in North America will take 168 years to close. This is well behind Western Europe (61 years), Latin America (79 years) and the Middle East (157 years). The study, called Global Gender Gap Report 2017, covers an average of 144 countries and measures the gender gap in areas such as Economic Participation Opportunity, Educational Attainment, Health & Survival and Political Empowerment.   The good news, according to the report, is that the United States has closed…