PROVOKE WEEKLY

THE DIARY OF MULTICULTURAL AMERICA

Demographically. Culturally. Technologically. Creatively. America is always reinventing itself.
Moving forward, the changing face of America is becoming more multicultural. And at Dieste,
we find that exciting. Because 1 + 1 = 3. The old, the new and the fresh combinations that they make
together. This is the stuff that Provoke Weekly delivers. In snackable, shareable slices for anyone
looking to be entertained & inspired.

 

Gender Inequality: #Challengenow The Face Of Corporate America

by Carla Eboli, CMO Gender inequality and diversity are now part of a global conversation. A quick look at Google trends shows a significant increase in searches for the specific term “gender inequality” in the last five years. But the issue is far from seeing the light of a solution. For example: According to a recent analysis done by the non-profit organization Catalyst regarding gender diversity among S&P 500 companies, women currently hold only 4.6%   Gender Diversity in Advertising The problem is not different in the communications and advertising industries. Note that all of the CEOs at the six…

Hispanic Heritage Month: Celebrating the Diversity within Diversity

by Rubén Terrazas, Copy Editor/Translator National Hispanic Heritage Month is celebrated annually from September 15 to October 15. It recognizes the contributions of Hispanic and Latino Americans to the United States as well as celebrating their heritage and culture. Hispanic is a term that evokes wildly different reactions, but which hardly condenses the complete essence of the people it tries to describe. During National Hispanic Heritage Month, we tried to illustrate this point using one of the things that supposedly unites most Latinos: the Spanish language. With more than a dozen Spanish-speaking countries represented plus a handful of individuals hailing from…

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…