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…

Rudy’s Rules for Success in Advertising (and life)

by Danny Villanueva, Group Account Director As my work anniversary is approaching, I’ve been reflecting back on the success we’ve had as a team, as well as my own, and can’t help but to think of Rudy. A multiple Cannes, Effie and One Show award winner, Rudy knows great advertising, at his core he is a great marketer, and overall human being. He’s got a presence to him, and though at times he can be tough, his approach is methodical and aimed at making those around him better. I found this out on day one. Within the first 10 minutes…

Marketers Are Doing Banner Ads All Wrong

by Todd Lilly, Senior Digital Producer Retargeting Ads: Love ‘Em Or Hate ‘Em It all started out so innocently. You liked the crazy cool shoes on Facebook or you did a quick search to see how much the “must-have” toy is that your kid mentions every single time “that” commercial airs. Time passes. And then it hits. And hits again. Over and over again — for the next 30 days. Those pesky retargeting ads. Acting as if they are your best friend — just dropping you a friendly reminder that you may have “forgotten” to hit that order button during checkout….

Multi-Everything: Our Musicians and Music Lovers 

by Nicholas Ross, Junior Art Director Last week we introduced a few of our Multidisciplinary, Multi-Everything people here at Dieste. This week we turn our attention to our talented musicians and music lovers. Ignoring the influence music plays in our lives would be quite a difficult task. Walk around any modern agency and you will see headphones in, or on, ears everywhere you turn. You might even be treated to what others are listening to as they play their favorite jams for everyone to hear. We are in a Post-American Idol civilization, and it seems every network has music shows or...

A Secret To Outstanding Ideas: Being Multi-Everything

by Leirum Rivas, Copywriter Talking about diversity in our industry is a given these days. The ad world is filled with people from all sorts of cultural backgrounds seeking out impressive advertising ideas. Increasingly, companies are interested in hires that bring something new and fresh to the table. Brainstorming boosts when being challenged with nuances, anecdotes and insights from the most unexpected places. Storytelling enriches by integrating this mix and becomes a powerful tool in a time of increasing competitiveness. Creative solutions from all brands are growing, multiple stories are showing in multiple devices at the same time and the fact…

Bring On 2017

by Erin Clark, Strategic Planning Director & Provoke Weekly Editor The holiday season often sparks a lot of retrospection, and we begin to anticipate what lies ahead in the year to come. Without a doubt there have been some tremendous changes in the marketing and advertising industry in the past year. Mobile has continued to disrupt, media has grown more fragmented, data and analytics are even more at the forefront, and clients are demanding more collaboration between agencies than ever before. Just take a look at the outcome of some of the largest agency reviews by P&G, McDonald’s and AT&T….