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…

On Minimalism, Consumerism and What It Could Mean for Advertisers

By Adrian Schleicher, Jr. Project Manager By my parents’ standards, I’m probably a minimalist. After three moves in my four years of college, I had become painfully aware of the sheer amount of possessions I had accumulated, and became increasingly more harsh with what items would actually make it to my next home. It turns out, by evaluating what I didn’t need, I began to value what was left over tenfold. Thus began my rather shallow foray into minimalism.   Lately, the concepts of minimalism and anti-consumerism are more prevalent than ever with the popularization of Marie Kondo’s The Life…

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…

The Greatest Idea I’ve Ever Had

By Ciro Sarmiento, CCO “If this is our Latin American reality, imagine our films.” (It was the smallest thing. Yet it led the way.) I was a Colombian copywriter working in the gigantic US advertising industry, and spending my first year in a Hispanic shop in Austin, Texas. I was overwhelmed by how things get done in North America: the big budgets, the big brands, the time-consuming meetings. All of this was exciting and new. In amongst clients like Anheuser-Busch and Kimberly-Clark there was a small client of ours: Cine Las Americas Latin American Film Festival. My old boss, Sergio…

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…