Crafting a Way to Market Towards Hispanics: A Look Inside the Growing Craft Beer Industry

  By: Michael Devine and Audrey Bell, Brand Leadership With summer upon us, we often find ourselves longing for an ice-cold beer amidst the increasingly hot afternoon sun. And while national beer brands are always great options, the craft beer industry has also been steadily rising in popularity among beer drinkers. Craft beer is attractive to consumers because people value the idea of locally made beer that isn’t available everywhere. It’s hard to deny this attraction when these breweries are everywhere we turn. As of 2014, there were 3,418 craft breweries in the United States, with the number of barrels…

Brands, Emojis and the Hispanic Market

By: Summer 2015 Interns If there’s an emotion, it probably has an emoji. It’s no wonder they’ve become so popular with smartphone users all over the world. For people, emojis help express the emotions behind a text or an online message. They are universal pictures that almost anyone can understand regardless of language barriers or age differences. Why Emojis are Important for Marketers Outside of text messaging with family and friends, emojis can also be used by brands to relate with consumers on a personal level. According to Experian Marketing Services, 63% of adults in the Hispanic market own a…

Netflix Looks to the Spanish Language for Growth

By: Marissa Lopez, Creative Department Lately, the wildly popular on-demand Internet streaming media service, Netflix, has been struggling to grow. The plateau in growth isn’t a result of the service, but rather an over saturated English-speaking target market. Netflix is now looking to the Spanish language in hopes of brand growth, so they are now featuring popular Spanish-language TV shows, telenovelas, movies and documentaries in order to attract more Spanish-speaking consumers. The expansion doesn’t stop there: Netflix has also announced that they will be releasing the first ever Netflix original series in Spanish, “Club de Cuervos,” in early August. As…

Hispanics Honor The Way Of The Land

By: Mike Devine, Brand Leadership When it comes to loving our environment, Hispanics can be the forerunners. As the news teems with stories about global warming and the negative effects of industrialism, Hispanics are likely to call humans out as the principal offenders. This devotion to keeping the planet healthy is something companies must bear in mind when looking to the future of their brands. According to Pewresearch.org, about 70% of Hispanics claim that global warming directly results from human activity. In the same study, they found that only 44% of whites and 56% of blacks held the same beliefs….

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…