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…

Changing the Rules of Beauty

By Christina Harris, Account Planner Robyn Rihanna Fenty, most commonly known as Rihanna, flipped the switch on beauty brands with the launch of Fenty Beauty. The line made $72 million and garnered 132 million views on YouTube in its first month alone. It’s important to note that its success wasn’t just based on Rihanna’s celebrity status. The initial release of 40 foundation shades made many women feel seen, heard and beautiful. Her messaging touched them by celebrating women of ALL skin tones, shapes and sizes. Women that looked like them. Women that look like me. It reached all makeup lovers where…

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…

Empathy 101

By Brazos Elkins, Jr Copywriter The best creative advice I ever got was a single 9-word sentence. It’s what turned me from a nervous, opinionated, frustrated, just-trying-to-impress-my-boss intern into a real creative who could (at least occasionally) produce work that people find appealing. It wasn’t from a creative director, marketing guru, or advertising book. And it wasn’t just creative advice; it was life advice. It wouldn’t be a stretch to say reading and understanding one sentence matured me by years. It comes from “On Writing Well” by William Zinsser:   “The most personal things are usually the most universal.”  …

How Trump Taught Me to Tweet

By Matias Jaramillo, Director of Digital Initiatives Disclaimer: This article is not intended to have any political position. It is neither about the pros nor cons against any political figure since I do not and cannot participate in American politics. This article started one day when trying to answer the question we always get from clients; “How should I do/use Twitter?” To me, Twitter, as a paid media platform, has always been the toughest of them all. And by tough I do not mean bad. In fact, as of right now, I believe that it is right there next to…

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…

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…