The Micro-Manifesto of Treating Advertising Like Art

By Matias Jaramillo, Director of Digital Initiatives I love advertising. I love it because it allows me to think about images, moving images, text and typography. I love how advertising adds color and sound to the world we live in. Before joining the advertising world, I was an artist working on commission, creating art on demand. I needed an assignment in order to think and make art. To some, that may sound very similar to advertising, but I see it a bit differently which is why I made the jump. I believe that we the people of advertising are doing…

Is Creativity Really Quantifiable?

By Natasha Sabour, Jr. Copywriter January is a special time of the year, not simply because everyone is still doe-eyed and awash with the determination that this will be the year they stick to their New Year’s resolutions, but also because it’s awards season, y’all. This is the month where we are bombarded with not just one but three live telecasts of film and television award shows. The season kicks off with perhaps one of the most famous award shows (behind the Oscars) and everyone tuned in this year to watch the historic 75th Golden Globe Awards. A proud moment…

Where Mainstream Media Fails, Influencers Pick up the Slack

By Gabriela Sosa, Social Media Coordinator Many Latinos and people clued into the comings and goings of Latino social media are familiar with Lele Pons and the likes of comedians that popularized such videos as “Mexican/Hispanic Moms Be Like.” But far beyond that, Latinos are owning it in areas that perhaps some brands may not know about, or even consider unless they want to “speak to Latinos.” More than ever, Latino spheres of influence reach far beyond strictly Latino/Spanish speaking or even bilingual audiences. Today’s Latinos understand the value of their creativity, and they are shaping the American landscape unlike any…

From Pains to Promises

By Danny Villanueva, Group Account Director As a consumer anthropologist, I’ve been in some marketing or research capacity for more than 20 years, and studying people’s hows and whys has become a bit of a passion. In a recent article I read in The Economist, “if there were 10 Commandments for marketing, #1 would be: Know thy customer.” I couldn’t help but think that intuitively we should all know this to be true, and while it’s one of the most fundamental tenets in business, it seems brands still have trouble adhering to it.   In fact, nearly three quarters of…

9 Words That Transcend Cultures

By Leirum Rivas, Copywriter & Video by Damian Balderrama, Jr. Art Director Thanks to Social Media, our minds are fed with different languages every day. English may be in our default setting but content is free to speak “multicultural,” and the great thing is that we all understand it, no matter where we come from. Whether we see memes, videos or GIF’s, all this universe of social content speaks a universal language and, if it catches our eye, we will enjoy it! We are constantly exposed to different words which open our minds to a “no borders” territory. Many of…

Is Retail Killing Your Brand?

By Alejandro Martinez, Director of Marketing Intelligence You spend a great amount of time and money creating awareness for your brand. After a while you get prospective consumers to have you in their consideration set and even on their shopping list, but at the end of the shopping trip your brand is not in their shopping cart. What happened? A number of things could have gone wrong: Poor visibility and/or location: Couldn’t find your brand on the shelf, or in the store, or didn’t have enough time to search for it Poor differentiation: Don’t see much difference between your brand…

The Curiosity Gap: What Sparks Curiosity?

By Brazos Elkins, Jr. Copywriter (My take on “Igniting Curiosity” by Benjamin Solomon, Director of Creative Development at Vox Media.)  Anything people do online always, always starts with curiosity. When people click anywhere, it means they want something. They are opting into an experience. They are experiencing a “curiosity gap.” The curiosity gap is an expression used to refer to a reader’s craving to satisfy their feeling of curiosity—they know that they don’t know something, and they want to change that. For some, “creating a curiosity gap” translates to misdirection and clickbait headlines, but that’s not the only way to…

What the Emerging Stars Program Taught Me About Women and Healthcare

By Samantha Moeller, Account Supervisor I recently had the privilege to participate in Omnicom’s Emerging Stars program, in which multiple cross-disciplined teams were challenged to focus on a female contraceptive product for a healthcare client. Our task was to position long-acting reversible contraceptives (LARC), such as the intrauterine device (IUD) or arm implants, to be top of mind when women consult with their healthcare provider on birth control options. Trends in the usage of LARC have shown significant growth in recent years after a steep decline that started in the late 80s. And, according to the CDC, LARC use has…

7 Lessons from the Priceonomics Content Marketing Conference

By Brazos Elkins, Jr. Copywriter It’s October 29th and I find myself walking into unfamiliar territory: the Priceonomics Content Marketing Conference, held in the conference room of the Jewish Community Center of San Francisco. By 9am, I’ve already eaten sourdough bread, walked up steep sidewalks, taken an Uber, dodged a trolley, and ogled a bridge. So, I’m done being a tourist. It’s time to go to work. The day’s agenda is a 6-hour series of bigshot speakers from tech-company marketing departments, economists, content creators, entrepreneurs, creative directors, and one journalist, all speaking on the nebulous topic of “Content Marketing.” Given…

Celebrate Life With Death: Día de Los Muertos and Its Significance

By Dannely Flores Kramer, Account Planning Director As we step into the month that jump starts the holiday season, November 2nd represents an important celebration within the Hispanic culture that is increasingly influencing the mainstream, Día de los Muertos or Day of the Dead. Day of the Dead is a popular holiday among many Mexicans and Mexican Americans, and also in other Latin American countries. Although it may sound contradictory, the holiday is all about honoring life by celebrating death. As a US-born Mexican who spent much of my youth south of the border, I’ve celebrated Día de los Muertos…