9 Words That Transcend Cultures

By Leirum Rivas, Copywriter & Video by Damian Balderrama, Jr. Art Director Thanks to Social Media, our minds are fed with different languages every day. English may be in our default setting but content is free to speak “multicultural,” and the great thing is that we all understand it, no matter where we come from. Whether we see memes, videos or GIF’s, all this universe of social content speaks a universal language and, if it catches our eye, we will enjoy it! We are constantly exposed to different words which open our minds to a “no borders” territory. Many of…

Is Retail Killing Your Brand?

By Alejandro Martinez, Director of Marketing Intelligence You spend a great amount of time and money creating awareness for your brand. After a while you get prospective consumers to have you in their consideration set and even on their shopping list, but at the end of the shopping trip your brand is not in their shopping cart. What happened? A number of things could have gone wrong: Poor visibility and/or location: Couldn’t find your brand on the shelf, or in the store, or didn’t have enough time to search for it Poor differentiation: Don’t see much difference between your brand…

The Curiosity Gap: What Sparks Curiosity?

By Brazos Elkins, Jr. Copywriter (My take on “Igniting Curiosity” by Benjamin Solomon, Director of Creative Development at Vox Media.)  Anything people do online always, always starts with curiosity. When people click anywhere, it means they want something. They are opting into an experience. They are experiencing a “curiosity gap.” The curiosity gap is an expression used to refer to a reader’s craving to satisfy their feeling of curiosity—they know that they don’t know something, and they want to change that. For some, “creating a curiosity gap” translates to misdirection and clickbait headlines, but that’s not the only way to…

What the Emerging Stars Program Taught Me About Women and Healthcare

By Samantha Moeller, Account Supervisor I recently had the privilege to participate in Omnicom’s Emerging Stars program, in which multiple cross-disciplined teams were challenged to focus on a female contraceptive product for a healthcare client. Our task was to position long-acting reversible contraceptives (LARC), such as the intrauterine device (IUD) or arm implants, to be top of mind when women consult with their healthcare provider on birth control options. Trends in the usage of LARC have shown significant growth in recent years after a steep decline that started in the late 80s. And, according to the CDC, LARC use has…

7 Lessons from the Priceonomics Content Marketing Conference

By Brazos Elkins, Jr. Copywriter It’s October 29th and I find myself walking into unfamiliar territory: the Priceonomics Content Marketing Conference, held in the conference room of the Jewish Community Center of San Francisco. By 9am, I’ve already eaten sourdough bread, walked up steep sidewalks, taken an Uber, dodged a trolley, and ogled a bridge. So, I’m done being a tourist. It’s time to go to work. The day’s agenda is a 6-hour series of bigshot speakers from tech-company marketing departments, economists, content creators, entrepreneurs, creative directors, and one journalist, all speaking on the nebulous topic of “Content Marketing.” Given…

10 Things That Happen When You Go from Intern To Employee: Tales Of An Unorthodox Intern

By Natasha Sabour, Jr. Copywriter September 29th, 2017, will mark the close of my second week as an official employee of Dieste Inc., and such an auspicious occasion calls for some pondering. I had the privilege of being part of the summer 2017 cohort of Dieste interns and the experience left quite a mark—the most obvious one being that I was later asked to stay as a full-time employee. I owe this incredible opportunity to a great many people, but I feel most indebted to the mentors from my internship. I was lucky enough to have not just one, but…

Taking a Stand on Social Purpose

By Erin Clark, Planning Director What do you stand for? No doubt, 2017 has provided ample opportunity for all of us, as individuals, to express our stance on a number of issues. And, if you are a brand champion, this question is likely top of mind for you as well (if it’s not yet, then my guess is that it will be soon). This year has brought about an important shift in Corporate Social Responsibility, as consumers today are demanding that companies not only share what they are doing, but be clear about the exact issue(s) they believe in. Conscious…

How Marketers Misrepresent Americans

By Carla Eboli, Chief Reputation Officer  There is something interesting about the discrepancy in how marketers see America and its population and how everyone else sees it. Looking at the profiles of Americans featured on TV and in print ads, it’s clear that we are living in two very different worlds. It seems we are still far from a good balance between what is real and who the fashion & beauty industry represents. Here are the top three discrepancies I find intriguing in how marketers see America and how Americans really are: 1.) Plus Size Fashion I struggle with the…

Diversity in the Workplace

By Dannely Flores Kramer, Account Planning Director Diversity in the workplace has been a hot topic populating newsfeeds for sometime now – from companies making it a performance metric which affects bonuses, to people writing memos that argue biological differences. Regardless of which side you’re on, many would likely agree that diversity is meant to drive positive change, and it usually starts with the very best intentions…that is, until people begin seeing it as a hassle, check box, quota or policy they have to abide by. But, even the best intentions run the risk of unintended consequences, as the saying…

Stealing the Show: Cultural Appropriation vs. Appreciation

By Gabi Reynolds, Strategic Planning Intern These days you can’t get very far into the news without reading about one person accusing another of cultural appropriation. Are we as a society policing too much? Is our culture of political correctness out of control? Do we just like to create controversy, or do we really have a legitimate problem stealing from one another?   The Oxford English Dictionary defines cultural appropriation as “the unacknowledged or inappropriate adoption of the customs, practices, and ideas of one people or society by members of another and typically more dominant people or society.” While it…