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.

 

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,…

Everyday Latina Leaders Making a Difference: Meet Susan Jaramillo

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 Latinas are making in the U.S. In this edition we meet Susan Jaramillo from Canticos World. After visiting Susan Jaramillo’s website CanticosWorld, which features bilingual educational tools aimed at toddlers, we were humming the adorable phrase “Pío Pío” for a good two hours. In my household, I grew up with both the children’s song “Twinkle Twinkle Little Star” AND the Latino nursery rhyme “Los Pollitos Dicen.” This is true for about 60% U.S. adult…

Shifting Identities: Hispanic vs. Latino vs. Latinx

By Gabriela Sosa,  Social Media Coordinator  We’re launching the “New Latino Identity” series, in which Dieste takes on the transformational shift in how Latinos define themselves. Through the lens of factors like geography, language, gender and social norms; we will aim to uncover the points of tension that are forcing Latinos to shed their labels and opt for fluid expressions of their identity. While the rest of the world was slowly coming to the realization that Hispanic and Latino are in-fact not the same thing, it seems more nuances in the way people from Latin America (or with ties to a Latin…

Young Creatives Win Ad Age Cover Contest 2016 Cannes Edition

This week, we interviewed our very own Nicholas Ross and Nicole Hamilton who won this year’s Ad Age Cover Contest for the Cannes edition on their creative inspiration.     If a single word can describe what really moves consumers nowadays, we’d say “experiential”. What they have in common is an engaging component, or aspect, that allowed consumers to be part of them. Unforgettable campaigns involved and added value to consumers, leading to a more rewarding experience than the traditional “contemplation”, “one-way campaigns” that ran our creative industry for many decades. “Experience the cover” was the idea behind the winning…

Everyday Latina Leaders Making a Difference: Meet Lola Dweck

by Gabriela Gonzalez, Planning Director Today’s Latinas are promoting positive change, fueling economic growth and personal advancement with their limitless drive and energy. And they do it utilizing their 200% identity – fully Latinas and fully Americans – to lead, create and express their unique vision. In an effort to better understand them, we requested story submissions from Latina leaders to serve as an example for brands and marketers eager to connect with them. In this edition, we meet Lola Dweck, from Lola’s Cocina blog. We’ll learn how Lola’s desire to preserve her grandma’s recipes led her to launch her successful blog, which then opened…

Got Your Game Face On For Copa América Centenario?

by Ruben Terrazas, Copy Editor/Translator   Dieste is a leader in multicultural marketing and diversity in the workplace – and we have the faces to prove it!     Employees at Dieste, like the teams soon to vie over the Copa América Centenario, come from many places. Diversity is one of the things that make Dieste unique, with a variety of faces representing the U.S. as a whole. We thought it’d be exciting (and we’re not the only ones) to show off some of the countries we have a personal connection to by showcasing our pretty mugs wearing some of…

Iconosphere 2016: Disruption And More In Planner Heaven

by Dannely Flores-Kramer, Erin Clark and Gabriela Gonzalez At Dieste, we pride ourselves in developing communication from data-driven insights; understanding consumers and their environment is the mere foundation to overcome business challenges. One thing we learned – or at least we got reassurance at the very least – at Iconosphere 2016 is that our ever-changing consumer will continue to be that, an ever-changing consumer. Whether it’s a millennial parent, a gen Z girl, or a tech-savvy boomer, consumers will continue to evolve and for that, brands will have to adjust as well. Here’s what to watch out for marketers: Disruption  An…

What Multicultural Millennials Can Teach You About Brand Identity

by Jesús Acosta, Art Director There’s a saying in Spanish – de la moda, lo que te acomoda – (from what’s fashionable or trendy, use only what really fits you). Brands, just like people, try to keep up with trends to stay relevant. Sometimes it seems that jumping onto a trend because others are doing is a cool thing to do, but then we realize that we may have sacrificed some of our self-identity. It happened to some brands not too long ago when they went too far into changing their logotypes to a straight and clean sans-serif font to follow…

Does Diversity Lead To Economic Growth?

by Alejandro Martinez, Director of Marketing Intelligence In past Provoke Weekly publications, we’ve talked about how diversity makes us smarter and more productive. So, if diversity can make us more productive at the corporate level, could it also be reflected at the macroeconomic level? In other words, can diversity lead to economic growth? We found that 80% of states with a high Gross Domestic Product Per Capita (GDP Per Capita) have more than 50% diversity (to measure diversity we used the ESRI Diversity Index, which is the likelihood that two people from the same region belong to a different race or…