2014 World Cup: Who Won and Who Lost?

Now that World Cup fever is breaking, we should take a step back and see who are the winners and losers. By winnners and losers we are not referring to Germany, Argentina or any of the 32 participating teams. Brands rallied around the biggest event in the world, achieving incredible engagement around social media, record-breaking viewership and memorable brand experiences. But as our media channels evolve, expanding way outside the soccer pitch and TV, so do the lenses we use to measure success and the metrics that matter to us. Just like the wise old saying: “one man’s metric is…

Is Your Brand Future-Proof?

More than ever, consumers are willing to disclose their behavior, and brands are making a habit of capturing it. While the majority are still trying to measure success via media impressions and outdated CPM and ROI models, smarter players are beginning to measure the true worth of their data for what it is: a way to unveil patterns of behavior and anticipate marketing opportunities in the future. So let me ask you again: Is your brand future-proof? Do you know where your consumer is going to be next? Are your marketing efforts anticipating your consumer’s mindset? As the industry continues…

The Ugly Side of Beauty

The perfect bodies we see in the media are creating a gap between the actual appearance of an average person’s body and its expected (airbrushed) appearance. We forget that REAL IS BEAUTIFUL, and until we accept others and ourselves as we are, we will continue to struggle with our self-worth and our ideals of beauty.   To the few and brave who have started to challenge these perfect images of men and women and seek to give beauty a new meaning, I applaud you. Your work and actions are making a difference. To bring about meaningful change, more of us…

The World’s Biggest Stage

The most viewed and anticipated event on the planet, the World Cup, is approaching. Normal life in most countries will stop as the true world’s game, soccer, celebrates its most prestigious event. No other sporting event even comes close. The 2010 FIFA World Cup in South Africa had over 3.2 billion viewers, or nearly half of the global population, and was shown in every single country on earth. Just to put things in perspective, Super Bowl XLVIII between the Denver Broncos and Seattle Seahawks had around 112 million viewers worldwide. The 2010 World Cup final between Spain and the Netherlands…

Provoke Weekly – 6/19 Corporate Social Responsibility 2.0

Corporate social responsibility 2.0 Social responsibility is evolving. Back in the day, companies would endorse a cause or write a check, and that would be enough to pass as socially responsible. Now, companies like Chipotle, Seventh Generation, Patagonia and Toms, among others, have given new meaning to social responsibility. They are incorporating socially-responsible practices in many aspects of their daily operations, policies, work ethic, and suppliers. Some companies, like design firm LABS, only work on projects that give back to the community. Consumers are also embracing this idea and are switching from mindless to mindful consumption. They want to purchase…

Provoke Weekly – The SXSW Hangover.

The SXSW Hangover. After one month, what sticks from SXSW Interactive? At the beginning of March, interactive gurus, entrepreneurs, digital thinkers, curious souls, hardcore music and film fans, and ad agencies (in all their forms) were in Austin for the SXSW Interactive sessions. Expectations were set high and a lot of us were hopeful for the reveal of what would be this year’s “Next BIG Thing”—an overused term, if you ask us, in a time when “that thing” has an expiration date so short you can feel it creeping around the corner. So how does all this sound one month…

Millennials Get Real

Millennials get real. Gone are the days when brands persuade consumers to buy their products by portraying unrealistic or highly aspirational images. Millennials are increasingly seeing the world in terms of real and fake, and want to buy something real from a company that is genuine, and more importantly, that engages them in a more personal way. Dieste’s Strategic Planning Department Teens against unattainable perfection. Teens are stepping up in a fight against magazines for using digitally altered or unrealistic images of young women. They want magazines to “celebrate beauty in all its forms.” Living within their means. Technology has…