Culturally Connecting With Hispanic Millennials

By: Marissa Lopez, Creative Department At times it can be difficult for U.S.-born Hispanic Millennials to feel close to their roots. In fact, only 31% reported that they feel close to the Latino culture. As a Hispanic Millennial born and raised in Texas I can say that I am in the 69% that doesn’t always feel close. However, there is one very important part of my life that always brings back that cultural connection: food and drink. Research shows that 73% of U.S.–born Hispanic Millennials are influenced by their cultural backgrounds when it comes to purchasing certain brands. Purchasing the…

Running Industry: Make Millennials (and Minorities) Dash to You

By: Rubén Terrazas, Copy Editor/Translator Running, as a sport and as an industry, seems to be indifferent to every demographic trend of the last decade. While it seems that everyone else in this country is aware that Millennials already surpassed Baby Boomers as far as total population goes and that as a group they are the most ethnically diverse since generations began to be grouped as such, running is an overwhelmingly white and middle-aged sport. In their bi-annual national surveys, Running USA, a non-profit focused on growing running as a sport both athletically and financially, pegs white participation in the sport at 90% in 2011…

From Texas to Cannes and Back, Part 2

  To wrap-up the last days at Cannes and start this short week fresh, below are the last notes from our Chief Idea Officer, aka Wegs. Long live Inspiration, Creativity and the Future.   1. Creators & Makers: Agencies as Product Producers “If I were a client…” Agency peeps, let’s be honest. We’ve all uttered this phrase before. Sometimes in the spirit of collaboration, sometimes out of sheer frustration. It’s a phrase that is often succeeded by one or more versions of the following questions: “Why can’t they see what I see?” “Has their bureaucracy made them batty?” “Can it…

Creators & Makers: Agencies as Product Producers

“If I were a client…” Agency peeps, let’s be honest. We’ve all uttered this phrase before. Sometimes in the spirit of collaboration, sometimes out of sheer frustration. It’s a phrase that is often succeeded by one or more versions of the following questions: “Why can’t they see what I see?” “Has their bureaucracy made them batty?” “Can it really be that hard?” Well, judging from the conversations at Cannes, more & more agencies are looking to answer these questions for themselves. They’re starting to become clients. Not full-time clients, but rather everyday ad people producing products within the walls of…

Cannes Lions Are Found in the Jungle and Not in the Zoo

I’ve never been to the jungle, but I’ve been told by those who have that you really haven’t seen a lion until you’ve seen one in the jungle. No surprise there. After all, the jungle is a lion’s natural habitat. Its natural context. And now advertisers are trying to find more natural contexts to reach people with their messaging. Where people really live their lives. With carefully considered placements that are more engaging and stimulating. Sweet spots where & when people can be most impacted to think and act differently. The Media Lions at Cannes are designed to reward exactly such efforts. And the…

Eating Your Young

  Collaboration. From this morning’s CMO round table to last night’s hungover creative winners who just woke up to grab a late lunch, everyone at Cannes seems to be talking about collaboration. How important it is to succeed.  How hard it is to achieve. So why exactly is it so hard to achieve? Many talk about process.  Even more talk about people. People and their egos. In order to truly collaborate, you have to give up your ego and truly commit to better.  When you see an idea that outpaces your own, you have to choose better. No politics. No excuses.  No “not created…

People Are Hotspots

We work in an industry where tech and tactics often trump insights and introductions to new people and ideas. That seems to be true here even at Cannes. People’s heads tend to be angled down 45 degrees to see what’s next or what’s going on elsewhere that’s cooler than where they are now. But what I’m finding out is that the conversations that follow the formal presentations are as invigorating as the presentations themselves. And the coffees and beers I’ve shared with people who were complete strangers when I woke up this morning are helping me connect the dots in ways so much…

Capri Pants vs. Skinny Black Jeans

Cannes is divided between the old section of town and the new section that, with some tension, manage to coexist. Perhaps a fitting metaphor for how the old school and the new schools of advertising are coming together here at the creativity festival. It’s my first time here, and my first take on it is this: Cannes is SXSW with Capri pants instead of skinny black jeans. My second observation can be summed up in one word: anticipation. The anticipation of experiencing something new. Something smart. Something transformational. A tall order, maybe naive, maybe delusional. But it’s this anticipation that gives hope that what we…

Buyable Pins on Pinterest: Why Brands Should Target Hispanics Millennials

By: Mary Gutierrez, Creative Department Ever wanted to buy something you saw on Pinterest? Well, you’re in luck. According to Mashable, on Tuesday Pinterest officially announced that they will offer Buyable Pins for IOS phones this month—Android users will have to wait a bit longer. Now when you scroll your time away on Pinterest, you will be able to purchase some items you see. The Buyable Pins have a blue price tag and when you tap the pin it will direct you to a screen that says “Buy It” or “Pin It.” So, what does this mean for Hispanic marketing?…

Hispanic Education as a Key to America’s Success

One of the most effective ways to lift people out of poverty and into the middle class is through education. Curiously enough, the demographic group that is currently at an unprecedented level of educational achievement is also one of the fastest growing and youngest demographic groups in the country: Hispanics. Consequently, America’s future success is somewhat directly connected to the success of Hispanics.  Hispanics have made enormous progress in their educational achievement, but there are still obstacles that are keeping Hispanics from fully reaching their academic potential. The biggest gains are: Hispanic high school dropout rates have dropped dramatically Big…