Are We Teaching Cultural Empathy to Future Generations?

by Kevin Irelan, Brand Leadership When I was growing up, I moved around quite a bit. My father was in the Navy and our family was constantly getting relocated. As a young boy, and as I grew into a young man, I entered many different school systems. Now that I am older and I’m able to reflect on my experiences, I’ve realized that some people can be just plain mean. People will always tell you to be yourself but it feels like being yourself only leads to being judged by your peers at a time when we are striving to…

Why Nostalgia Advertising’s Future Will Look Back… With Nostalgia

by Rubén Terrazas, Copy Editor/Translator I pity the fool who wants to bank on nostalgia to create entertainment or market products and services 35 years from now. Nostalgia advertising is powerful. It packs everything we liked from a time gone by and sends tingles of goody-goody feelings down your spine, shoots them up your brain and straight into your heart. No wonder, then, that creators and creatives alike are banking on it to sell, market and entertain. However, will they be able to rely on this strategy in the future?   “Stranger Things” Hit All The Right Buttons If you haven’t…

Has Political Correctness Gone Too Far?

by Adeline Cruz-Phillips, Account Director 2016 continues to be a year for the records. Major events like the Olympics and U.S. presidential elections have us all at the edge of our seats. It’s a year in which influential people and brands alike have decided to say what they really think and act according to their values. This got me thinking about the influence of “political correctness” and how it affects us all, especially as we market our brands. Today, more than ever, politicians, brands and inviduals have to watch what they say for fear of being sued, fired or taken…

Everyday Latina Leaders Making a Difference: Meet Marina Cuesta

by Arianna Santiago – Planning Intern This is part of the Latinas spotlight series, in which Dieste seeks to highlight the positive change and impact everyday Latina leaders have in the U.S. In this edition we meet Marina, associate creative director at Dieste and participant in the “See It Be It” program at the 2016 Cannes Lions Festival. Summertime is Cannes time. Right before June, the advertising community gets their best work ready in hopes to compete at the Cannes Lions International Festival of Creativity. Some of the 2016 Grand Prix Lion winners were Harvey Nichols’ “Shoplifters,” REI’s “#OptOutside” campaign,…

Marketing Mistakes That Will Turn Off Your Bicultural Audience

By Monica Gonzalez Padilla, Social Media Intern This is part of the “New Latino Identity” series, in which Dieste explores how Latinos define themselves through factors like geography, language, gender and social norms. We aim to uncover the tension points that are forcing Latinos to shed their labels and opt for fluid expressions of their identity. Most people, especially Hispanics who are considered bicultural today, can recall the little girl from the Old El Paso commercial whose memorable line: “¿Por qué no los dos?” became an internet meme and solved the most difficult question for taco lovers – soft or…

How To Master Storytelling And Rise Above The Noise

By Ashley Dieste, Intern (Author) and Tony Dieste, Chairman (Contributor) Today’s digital world has expanded storytelling through devices, platforms, and channels where consumers are exposed to thousands of messages a day. People and brands are posting, sharing and delivering messages at an astonishing rate. But the question is… are we – the consumer – listening? Or is it just noise? How To Break Through With Video The marketing and media landscape has never been more cluttered, and breaking through this morass of messaging noise has never more difficult. Effective storytelling, and the ability to be emotive, or provide utility, has become…

LGBTQ Marketing In A Gender-Fluid Internet Age

By Damian Balderrama, Art Director Intern and Elizabeth Guevara, Copywriting Intern This is part of the “New Latino Identity” series, in which Dieste explores how Latinos define themselves through factors like geography, language, social norms, and in this instance – gender fluid identities. We aim to uncover the tension points that are forcing Latinos to shed their labels and opt for fluid expressions of their identity. The Internet has ushered an era of unprecedented gender fluidity. Last time we checked, Facebook had nearly 60 definitions of gender available to users. It’s ironic that the online world of zeros and ones…

Why Your Digital Strategy Should Take Customers Away From The Screen

by Adeline Cruz-Phillips, Account Director & Elizabeth Guevara, Copywriting Intern There was a time when simply hanging out with your family watching a movie or having dinnertime was quality time. Today, clients need a robust digital strategy to survive in a world full of smartphones and tablets where it’s getting harder to connect to something that doesn’t require a charger. Remember those times when we used to speak to each other instead of gazing down at our phone to see who texted us? It brings to mind the importance of family time which allowed us to bond and pass on…

Everyday Latina Leaders Making a Difference: Meet Pamela Torres

by Arianna Santiago – Planning Intern This is part of the Latina spotlight series, in which Dieste seeks to highlight the positive change and impact everyday Latina leaders are making in the U.S. In this edition, we meet Pamela Torres of ArTradition Purpose Market. If you visited a mom-and-pop shop, or a local up-and-coming business in the last few weeks, chances are it was Latino-owned. Many store-goers don’t know that out of the almost 28 million small businesses in the U.S., 3.3 million are owned by Latinos, and 86% of the growth in all small businesses between 2007-2012 can be…

Advertising In Spanish: How To Adapt Creative And Stay Relevant

Advertising In Spanish: How To Adapt Creative And Stay Relevant By Leirum Rivas, Copywriter   “Me tenías un hola” – “You had me at hello” Quote from Jerry Maguire movie -1996 If you come from a bilingual background, one of the biggest “mysteries” you’ve probably encountered is crazy movie translations as they get adapted to a different audience. While it might sound like a simple task, adaptation is one of the most complex efforts we face when advertising in Spanish, trying to successfully reach a specific market. It’s Ok To Translate, But Not From Google Growing up with a bilingual formation,…