Whole Brain Thinking: Creative Strategy

By Justin Rubenstein, Strategic Planning Intern   There are so many words in the advertising industry that it’s difficult to keep track of them all. While some terms aim to describe the traditional elements and processes, others are newly coined to identify emerging trends. As an aspiring wordsmith myself, there’s one such term that continues to confuse me, despite having taken a class on it in college.   Creative Strategy   It sounds oxymoronic. How did two, such contradictory words fuse together? What do they mean? What does creative strategy mean for businesses and organizations? Teams? Individuals?   As one…

Social Media Platforms Dominated at Cannes

By Carla Eboli, CMO Facebook, Snapchat, Pinterest, YouTube and Twitter invested heavily in Cannes this year in a way never seen before. The social media giants took advantage of the carefully selected Cannes crowd (creatives and marketers, basically) and brought their best game to the table – or should I say, to the beach? – alluring thousands to their “Riviera lounges.” Aside from the great speakers (the same people speaking at the Palais des Festivals but now wearing sandals), the social media companies took advantage to launch new products, get close to their audience by giving attendees the opportunity to…

First Impressions: Stereotypes

We’re all guilty of it. Every time we meet a new person, we form an opinion in our head about them – how we think they behave and how we should behave towards them. Sometimes, we give them enough time to bare their real selves, and more often than not we find ourselves questioning our initial judgment. When we’re the ones being judged or placed in a particular “bucket,” we may feel confused, angry, sad or a combination of all. Why, we ask, do people assume this or that about me when they don’t even know me? To dig further…

A Short and Sweet Guide to the “New Español”

By Leirum Rivas, Copywriter The Spanish language is more alive than ever, and it’s changing everyday. In order to approach the young, and not so young “Latino generations” in the U.S., we must turn our eyes and “ears” to this transformation. Just like all fusions (think kimchi tacos!), Spanish language is starting a new trend by incorporating different “Spanish-es” to the mix and blending them with English.   Data For Your Thoughts Although many analysts and authors maintain that third-generation Latinos will primarily speak English, the truth is that Spanish will remain relevant and evolve into ”New Spanish”. It won’t die…

EXECUTE!

By Ciro Sarmiento, Chief Creative Officer With Cannes right around the corner, now is a good time to reflect on the impact creative festivals have on the industry. Good or bad, creative festivals exist to celebrate the work that shows guts. Somewhere, someone had the guts to sell an uncomfortable idea and now juries recognized that sacrifice. Some of the most beautiful things you see in the world were built upon rebellion and the ability to say no. You simply cannot sell outstanding creative by pleasing everybody in the room. Last month, the D&AD took place in London and I…

Feeling Their Pain

By Danny Villanueva, Group Account Director Want to get ahead of the competition? Try stepping into your customers’ shoes and feel their pain. Marketing is about highlighting a brand’s solution to a consumer problem. And while some people think of empathy as a touchy-feely, “soft” skill, the truth is that it isn’t. Empathy is a hard business skill that is absolutely critical to a company’s bottom line. It’s not about being nice–it’s about feeling someone else’s pain. The most successful companies zero in on their consumer pain points, obsessively. In the mid 2000s, for instance, Blackberry had a lock on…

Is Shopper Marketing the Missing Link to Higher ROI?

By: Alejandro Martinez, Director, Market Intelligence Most people confuse shopper marketing with retail activations or in-store marketing, but that’s only a small part of it. Shopper marketing is much more extensive, and if done right, can deliver a higher ROI than many other marketing alternatives. Some experts think that P&G started the shopper marketing revolution when they came out with the two “moments of truth” concept (first moment of truth–FMOT is when you’re at the point of sale and need to decide what brand to buy; second moment of truth–SMOT is the after-purchase experience with the product). P&G realized that…

Our Passion Project: Meet Ale Bremer

by Gabriela Gonzalez, Planning Director Photo credit: Rene Cervantes   “Be glad that you are free. Free to change your mind. Free to go most anywhere, anytime, be glad that you are free.”   The intent, tone and spirit of the above words, could easily be stated by a multicultural millennial, yet these are the words to the lyrics “Free” by Prince, a favorite song to many ambiculturals, including Ale Bremer.   Today’s Hispanics are influencing culture and redefining the fabric of America.   More specifically, Hispanic millennials are driving this cultural exchange and fueling the creation of a new landscape…

Is There Power in Brand Activism?

by Erin Clark & Gabriela Gonzalez Given that we specialize in Hispanic and multicultural advertising, it is inspiring to see how brands are tapping into the power of inclusion in the midst of this heated political climate by engaging in activism. From the Super Bowl to the Grammys and the many executive orders in between, brands are making bold statements.   Developing Strategies To Target Values, Not Demographics We learned in November – and continue to learn – just how divided our country still is when it comes to race, religion, gender equality and immigration. For some of us, it may…

Which Super Bowl Did You Watch Last Sunday?

by Wegs, Chief Idea Officer You may have heard that there was a little sporting event held last Sunday. Something called the Super Bowl.   If you’re a Patriots fan, you witnessed the greatest comeback ever. If you’re a Falcons fan, you suffered the worst implosion possible. Both fans watched the exact same game, yet came to entirely different conclusions. This dichotomy held true even during the game’s halftime show featuring Lady Gaga.   Halftime Hullabaloo In contrast to the pre-game controversy she generated, Conservatives lauded Gaga for not turning the much-hyped show into a public protest. Yet Liberals saw something…