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…

See it. Touch it. Feel it.

By Danny Villanueva, Group Account Director “Sooner or later, everything old is new again,” Stephen King once wrote — an observation that’s never been truer than today. Case in point, far from being dead, vinyl records sales rose to $416 million last year, the highest since 1988, and artists like the Black Keys, Lana Del Rey and Beck are eagerly embracing the format. Instant Polaroid-like cameras have caught on among millennials and their younger siblings thanks to shops like Urban Outfitters. A new Pew survey shows that print books remain much more popular than books in digital formats. Old-school paper…

A Glimpse into the World of Boxing Today

by Erin Clark, Planning Director When you ask a marketer to name a sport that is popular with Hispanics, chances are 9 out of 10 times you’ll get soccer as the answer. But, as emphasized in a previous Provoke Weekly, Hispanics aren’t only into soccer.  NFL ranks high on the list, but when you dig further you’ll find that boxing is a viable niche with deep multicultural roots – particularly for Hispanics. Boxing is so ingrained in Hispanic culture today that when looking at viewership data*, Hispanics make up the highest proportion of Pay-Per-View purchasers, boxing’s primary distribution method. The…

Hispanicize 2016: How Best to Partner with Influencers

by Jenn Olian, Account Director & Carla Eboli, Chieft Marketing Officer Last week we attended Hispanicize 2016 in Miami, where we had the opportunity to meet with some of today’s most prominent Latino trendsetters, bloggers and influencers. With over 2,500 attendees, whose areas of focus range from digital content creation to tech entrepreneurship, we were able to gain insights and participate in conversations regarding how we continue making strides as marketers in the ever-evolving, hyper-fragmented, influencer space. From this, our key takeaways are summarized below: Find Influencers Who Are a Natural Fit for Your Brand While the need to establish…

5 Things We Learned From Brazil 2014, To Help You With USA 2016

If you are a marketer, you probably already know that Copa America Centennial is a virtual Latin American world cup happening in major U.S. cities this summer—better said, some of your biggest markets. Chances are, you are already at the idea-development stage. Whether you have secured an official sponsorship and are in the process of executing or you’re a non-sponsor looking to ride the wave, here are 5 things we learned from Brazil 2014 that can inspire your USA 2016 big idea… and a case study video to be proud of.

Soccer and Hispanics: Not Always the Perfect Match

By: Edwin Rodriguez, Planning Department Hey there brands, not all Hispanics are into soccer. Yes it’s true that there are a lot of Hispanics who love soccer and have a deep passion for it, but there are other ways to form a connection with us. I may be the odd one out since I’d much rather watch an (American) football game or a basketball game, or maybe even a baseball game, than watch a soccer game. Professional football ranks higher than any other major sport amongst U.S. Hispanics. According to this article on Multicultural Retail 360:   Over 65% of…

Marketing to Hispanics with YouTube

By: Audrey Bell and Michael Devine, Brand Leadership With the constant technological advances of today’s world, it is especially difficult for brands to stay connected with consumers. This is why the majority of brands have created YouTube channels to show certain TV spots in addition to airing them on television. In fact, a new video is uploaded to YouTube by a brand every 18.5 minutes. This large influx of branded video content is being well received by consumers, with the monthly viewings of these videos from the top 100 brands on Youtube up 55 percent from last year. With its…

Latina Women Influence MAC Cosmetics

By: Mary Gutierrez, Marissa Lopez, Creative Department   Five months ago, Patty Rodriguez, a very dedicated Latina MAC Cosmetics fan started a petition on Change.org for MAC to introduce a Selena Quintanilla make-up line.            “As a huge fan and customer of MAC Cosmetics and Latina woman, we want MAC Cosmetics to create a line that represents the community that shops MAC make-up.” After only 24 hours, the petition reached 5,000 signatures and now has peaked to more than 38,000 signatures­­ — Selena still holds a place in people’s hearts. Since MAC noticed the #SelenaQuintanillaForMAC hashtag…