CREATIVITY IS KING

by Ciro Sarmiento, Chief Creative Officer We hear data is king, media is king, content is king and so on. But what about creativity? Isn’t creativity what makes data smarter? Isn’t creativity what makes media impactful? Isn’t creativity what makes content engaging? Creativity is the ability to fix under pressure in a unique way, inside an agency and across all departments. So believe it or not: Creativity should be king.   We should believe that insights could be magical if paired with solid creative ideas. Data will make it relevant and creativity will make it unique. When we find the…

What the Elections Taught Us About Reliable Data

by Alejandro Martinez, Director of Marketing Intelligence If we learned anything about the 2016 elections, it is that the media and the majority of politicians are out of touch with a large segment of the population. As marketing professionals, this leads us to ask the question whether some brands are also out of touch with their consumers. In recent years we have seen many brands craft an aspirational message in the image of young, successful, urban professionals that may not necessarily represent their target consumer. In many cases, marketing needs to reflect less of New York and Los Angeles culture,…

We Are What We Browse

by Matias Jaramillo, Director of Digital Initiatives This week, I wanted to share with you all the sites, sounds, books, apps, and bookmarks that we consume here at Dieste. We believe dipping our toes in all the pools of knowledge and inspiration across the World Wide Web helps us gain a better understanding about what multicultural is all about. What have we been surfing? It constantly awes me how a tiny piece of information, like a URL, acts as a door to vast amounts of cultural cues. By observing this type of information and the cultural and visual styles it amplifies,…

Moving Beyond Two Worlds: Today’s Millennial Latinas

by Elizabeth Guevara, Copywriting Intern & Gaby Sosa, Social Media Coordinator  When you have a large group of women that co-exist in multiple cultures, how do you even begin to attempt to capture their attention? We’re talking about millennial Latinas and the vast diversity that exists within this growing consumer base. Understanding Latinas as consumers is critical. Latinas boast an estimated annual buying power of $1.2 trillion. According to Nielsen, 86% of Latinas are now the primary decision makers in their home, making buying decisions on everything from groceries to electronics. Additionally, 81% are making these purchases online. While many marketers still…

The Changing Face of Thanksgiving

by Dannely Flores-Kramer, Account Planning Director As we approach the holidays, kicking off the season with Thanksgiving, we start thinking of all the delicious dishes and flavors we’ll soon savor. Although Thanksgiving’s signature dishes are crave-worthy for some, in many households (especially those with millennials) these dishes are changing and are anything but traditional.   Fusion in More than Just Food Our country is undergoing a big demographic shift, which includes more diverse ethnicities and an influential millennial group, which in turn is driving the fusion of more regional ethnic ingredients and bold flavors into the new mainstream American Cuisine….

How To Authentically Embrace Cause Marketing Ideas

by Carla Eboli, Chief Marketing Officer Let’s be honest, brands that try to embrace cause marketing ideas without authenticity in their core values face several obstacles. They end up losing their customers’ respect and are highly criticized by consumers, influencers and media alike (remember Starbuck’s “Race Together” initiative, right?). On the other hand, some brands are making waves by embracing relevant causes and impacting consumer behavior.   Start By Building Your Case: Stop Blowing Smoke  Multicultural consumers are paying a lot of attention to companies/brands that are focused on tobacco cessation, since the use of tobacco products is a growing issue…

Surge or Slump? The Latino Vote in the 2016 Election

by Wegs, Chief Idea Officer This was the year. Or at least it was suppose to be the year. The year that Latinos flexed their muscles to demonstrate their political power. With a candidate who launched his campaign by referring to Mexicans as “murderers and rapists,” everything seemed teed up for Latinos to build an electoral wall to counteract Mr. Trump’s proposed southern border wall. But come election night something happened. And while it’s still too early to fully understand it, Donald J. Trump became President-Elect Trump. Why? Because Secretary Clinton couldn’t reassemble the Obama coalition of African-Americans, Millennials and Latinos….

Is Unbranded Advertising Content Right For Your Brand?

by Todd Lilly, Senior Digital Producer L’Oreal, Chevy and beloved Mexican beverage brand, Jarritos have all done it – and with huge success. What did they actually do? When it comes to unbranded advertising content, it’s more about what they didn’t do. They put their brand in the backseat and ventured into creating unbranded campaigns and content. In recent months, brands have started to experiment with developing campaigns and content that is void of heavy branding and strong hard-sell offers in an attempt to re-position themselves in their marketplace.   Use It To Remove Bias And Promote Your Self-Confidence L’Oreal felt…

How to Crash the Cultural Conversation Through Newsjacking

by Wegs, Chief Idea Officer According to the Digital Marketing Glossary, newsjacking may be defined as “the art of using news events or stories for marketing and advertising purposes.” The idea is to identify breaking stories and find a creative way to become a part of them. The Crème de la Crème—A Tale Between Two Cookies A term popularized by David Meerman Scott, newsjacking first came to prominence during the 2013 Super Bowl, when an unprecedented thirty-four minute power outage delayed the big game. While most brands were left as flat-footed as the players waiting for the game to resume,…

Comic Con Advertising: Don’t Just Dress To Impress

by Leirum Rivas, Copywriter and Emiro Echenagucia, Senior Art Director Some events can be a perfect fit for brands, but others present more of a challenge. It comes down to relevancy and finding a way to be useful or entertaining…especially when your brand wants to get the attention of 180,000 fans dressed as their favorite Comic, TV series or movie characters. This is where Comic Con advertising comes in.   What’s A Brand Like You Doing At Comic Con? At Dieste we’re always curious about all the places where brands can participate in a creative way. So this year we took…